Viberate Survey: SoundCloud Becomes The Mainstay Platform In Finding New Artists

Soundcloud is a platform to find new artists (photo: Unsplash)

JAKARTA - According to a survey conducted by Viberate, a music data company, Soundcloud is a platform that most likely displays music that other streaming services don't have.

From the research involving 125 professionals in the music industry, 77.7 percent of them are label managers or A&R, and the rest are mostly artist managers, ordering agents, digital marketers, or distributors.

The survey showed that 51 percent of Artist and Repertoires (A&R) said they had discovered a new artist in SoundCloud who was then commercially successful.

While Spotify, YouTube, and SoundCloud are considered the most important for talent discovery, the data shows that early discoveries are likely to occur in SoundCloud.

This report comes after the 66th Annual Grammy Awards, where 6 of the 8 Best Newcomer Artist nominations are also SoundCloud Next Pro artists.

Nominated Best Newcomer Artist 2024 and SoundCloud Next Pro artist Fred Again, uploaded his first song at SoundCloud in 2019 and communicated with fans via SoundCloud comments to connect directly and take advantage of input from fans.

In addition, most Grammy nomination artists started their journey in SoundCloud, with global stars like Billie Eilish declaring "soundCloud is the only reason I am anything."

There's also Doja Cat who says 'I've always known I've wanted to entertain people my whole life, I just don't know exactly how I'm going to do it until I'm 16 years old and everything is growing in SoundCloud.'

"As the only goal on a large scale that facilitates a direct relationship between artists and fans, SoundCloud has a unique position to innovate, create, and encourage new discoveries, monetization, and fandom models for the advancement of artists and industry," SoundCloud wrote in a statement.