SoundCloud has unveiled the next wave of emerging artists selected to be part of its First on SoundCloud 2022 class.
The multi-phased program invests in nine emerging artists across genres “championed by fans and selected by SoundCloud”, says the company.
Last year’s program encompassed a “multi-phase, year-long investment” in nine selected artists that was “focused on dedicated investment in co-creating each artist’s career milestones to help drive their long-term success”, the company said at the time.
This year’s inductees are EKKSTACY, Isabella Lovestory, Kelow LaTesha, KenTheMan, Nezi Momodu, Pote Baby, riela, ROSEMARIE, and TITUS.
These artists will work directly with SoundCloud to co-produce “tangible, career-defining moments” and “deepen artist-to-fan connections that originated on SoundCloud”, says the company.
First on SoundCloud 2022 will feature exclusive content, including artist interviews and behind-the-scenes photoshoots, an original docuseries and an event that will bring together the full 2022 artist class.
It will also include access to a fund to support original creative projects co-produced by the artist and SoundCloud.
Since its launch in 2018, SoundCloud says that its First On Artist discovery program has aimed to propel artists who launched their careers on the platform.
This includes Grammy-nominated artists Kehlani and Baby Rose, DJ Cuppy, Che Lingo, Lil Tecca, Peggy Gou and Little Simz.
“This group of 9 artists, each with their own sounds and identities, represent the next wave of stars in music on the cusp of breakout success.”
Erika Montes, soundcloud
Erika Montes, VP of Global Artist and Label Partnerships at SoundCloud, said: “This group of 9 artists, each with their own sounds and identities, represent the next wave of stars in music on the cusp of breakout success — from breakout rapper KenTheMan to alt-rock inspired TITUS.
“Like so many of today’s most influential artists first discovered on SoundCloud, these emerging artists are growing their communities and connections with day-one fans on the platform.
“The First on SoundCloud program is about that unique journey, and we and we can’t wait to create new opportunities with them to amplify their careers and share memorable experiences with their fans on SoundCloud and beyond.”
“SoundCloud is for the people!”
Kelow LaTesha, added: “SoundCloud is for the people! It’s created a space for all kinds of artists to communicate and connect.
“I’ve been on SoundCloud from the start, and it’s great to be recognized and working with First on SoundCloud to build connections and help more fans discover my music.”
In March 2021, the company launched its “fan-powered royalties” (FPR) – a spin on user-centric streaming payments.
Around 100,000 independent artists who upload their music direct to SoundCloud were welcomed into the FPR program.
In February 2022, Soundcloud entered into a joint venture with Solid Foundation, the management and creative services arm of QC Media Holdings.
A press release sent by SoundCloud at the time suggested that JV will help create “custom A&R programs for selected artists inclusive of development, distribution and marketing and artist services”.
Soundcloud’s annual revenue topped $218 million in 2020.Music Business Worldwide