SoundCloud is making some noise in the UK.
Last month, the company struck an agreement with the Official Charts Company which will see its streams counted toward’s Britain’s official weekly music rankings.
Today (Oct 3), another interesting deal: SoundCloud has broadened its agreement with audio sales platform DAX in the market.
DAX will continue to be SoundCloud’s exclusive sales partner in the UK, offering advertisers the chance to book SoundCloud’s inventory programmatically and direct.
DAX is owned by media and entertainment group Global – the biggest commercial radio operator in the UK – and allow advertisers to measure the performance of their digital audio ad campaigns.
DAX has been working exclusively with SoundCloud in the UK market since 2016 following the launch of SoundCloud’s advertising programme in the UK and Ireland.
“We are excited to continue our relationship with DAX, leaning into their incredible reach and capabilities, as we continue to build out our ad supported service and accelerate growth in the UK – one of our most important markets.”
Michael Weissman, SoundCloud
“Through DAX, brands in the UK are able to reach SoundCloud’s differentiated audience who are eager to discover what’s next in music is first on SoundCloud,” said Michael Weissman, Chief Operating Officer, SoundCloud.
“We are excited to continue our relationship with DAX, leaning into their incredible reach and capabilities, as we continue to build out our ad supported service and accelerate growth in the UK — one of our most important markets.”
Ollie Deane, director of commercial digital at Global, said: “Our ambition with SoundCloud is to give advertisers opportunities to align their brand with popular and undiscovered music loved by millions of listeners on SoundCloud. DAX continues to grow at a phenomenal rate and programmatic advertising is becoming the preferred choice by many advertisers and producers.
“With a huge music streaming catalogue available on SoundCloud, this renewed partnership enables advertisers to reach new audiences at scale and drive brand awareness.”
Technology from DAX enables brands to target SoundCloud’s audience based on a variety of factors such as age, gender, location, preferred listening genre and device type – including voice-activated devices.
Publishers with inventory on DAX include SoundCloud, TuneIn, HowStuffWorks, Global’s Capital and Radio X and Bauer Media’s Kiss.
DAX teams operate in the UK, US, France and Germany.Music Business Worldwide