SoundCloud Radio Gets a Year-Round Home on SiriusXM

SoundCloud Radio Gets a Year-Round Home on SiriusXM

SoundCloud Radio is getting a year-round home on SiriusXM.

The channel — a 24-7 hip-hop music discovery program that features both established stars and emerging artists who are gaining traction on the SoundCloud platform — originally ran between Sept. 1 and Sept. 30, 2021 for a limited engagement on SiriusXM. Under the new partnership, it will now be available for fans to stream year-round on SiriusXM Channel 508 or via the SXM App.

SoundCloud’s relationship with SiriusXM extends back to April 2021, when the streaming service partnered with the satellite broadcaster to create The Lookout by SoundCloud, a weekly live show hosted by music journalist and SoundCloud curator Sowmya Krishnamurthy that surfaces hip-hop artists who have been gaining steam on SoundCloud. The Lookout will be replayed on SoundCloud Radio starting in May.

SoundCloud chief content and marketing officer Lauren Wirtzer-Seawood bills the year-round channel as just one part of SoundCloud’s overall strategy to expand to a wider audience. “We’re really taking advantage of how to extend our brand onto these various platforms to give listeners an opportunity to discover what we’re discovering every day on the platform,” Wirtzer-Seawood says. In addition to the SiriusXM partnership, that effort encompasses SoundCloud-specific programs on Pandora (owned by SiriusXM), Dash Radio and Australia’s Southern Cross Austereo (SCA), as well as off-platform initiatives including SoundCloud Next Wav, a live music showcase/”experiential event series” that features networking opportunities, workshops and discussions.

In addition to The Lookout, Wirtzer-Seawood says there are plans to roll out additional “programmed content… similar in nature to The Lookout” on SoundCloud Radio to expand the channel’s offerings. All the while, she hopes to provide SoundCloud artists with the rare thrill of hearing their songs played on the radio.

“For so many young artists, particularly those at the beginning of their career, the idea of being…on the radio means something to them,” she says.

SoundCloud Radio Gets a Year-Round Home on SiriusXM SoundCloud Radio is getting a year-round home on SiriusXM. The channel — a 24-7 hip-hop music discovery program that features both established stars and emerging artists who are gaining traction on the SoundCloud platform — originally ran between Sept. 1 and Sept. 30, 2021 for a limited engagement…