SoundCloud renews US advertising partnership with SiriusXM’s sales force

SXM Media, the sales group of Pandora parent SiriusXM, will continue to serve as the exclusive advertising representative for SoundCloud in the US into 2024.

That’s the result of a new deal between the two parties, which renews an agreement first struck up between Pandora and SoundCloud in 2018.

The extension enables advertisers and brands to continue purchasing SoundCloud’s US advertising inventory directly through SXM Media.

The news arrives three years after SiriusXM acquired a stake in SoundCloud via a $75 million investment.

The renewed agreement leverages SXM Media’s direct sales capabilities, targeting data, audio programmatic product, and innovative ad-tech solutions through AdsWizz, a subsidiary of SiriusXM.

A media release issued today (January 31) described SoundCloud as “the only music platform at scale that enables direct connection between artists and fans”, noting that SoundCloud counts 130 million “engaged fans”, plus 40 million artists on its service.

Together, SoundCloud and SiriusXM’s combined U.S. offerings reaches more than 150 million unduplicated listeners, said the release.

SoundCloud advertising inventory will now be available via AudioGO, AdsWizz’s self-serve advertising platform for small and medium-sized businesses and advertisers.

“We are excited to extend our SXM Media relationship and continue bringing innovative and creative music-first brand offerings to advertisers,” said Vanessa Baria, Vice President, Revenue Partnerships & Operations at SoundCloud.

“By tapping into SoundCloud’s multicultural and Gen Z artist and fan communities, brands can be at the forefront of music and artist discovery while being a major part of an artist’s journey from the first upload and beyond.”

“We’re thrilled to continue our successful relationship with SoundCloud and help advertisers of all sizes reach SoundCloud’s audience of young, influential listeners and creators,” said Phil Wierzbinski, VP of Revenue Partnerships at SXM Media.

“Our work with SoundCloud gives brands access to the largest advertising marketplace in digital audio with the innovative tech and creative solutions to back it up. In fact, since 2019, we’ve seen the number of brands on SoundCloud increase by 20x.”Music Business Worldwide