SoundCloud strikes A&R alliance with Patrick Moxey’s Helix and PayDay Records

Patrick Moxey and Eliah Seton

SoundCloud is expanding its global artist services, via a new partnership with Patrick Moxey’s Helix and PayDay Records.

The partnership will see the music streaming platform identify and refer promising emerging artists on its service for potential signing with Helix or PayDay.

According to SoundCloud, by leveraging its global platform and Helix and PayDay Records’ “expertise”, the partnership aims to discover, nurture, and invest in emerging electronic and hip-hop music artists, offering them what SoundCloud calls “unparalleled opportunities for exposure and growth”.

Today’s news marks the latest chapter in SoundCloud’s evolution to become more of an artist services business, which MBW has previously written about on various occasions.

SoundCloud’s current model has two distinct sides:

  • (i) A user-facing streaming service, which offers both ad-supported and subscription (SoundCloud Go+) income streams; and
  • (ii) An artist services business, under which indie artists can not only upload their music direct to SoundCloud, but also distribute their tracks to rival services like Spotify. SoundCloud also offers additional tools and resources to indie artists under the ‘SoundCloud for Artists’ brand.

SoundCloud also launched a top tier of artist service offerings for indie artists in 2022. Under these so-called “roster” deals, particularly successful independent artists ‘sign’ direct to SoundCloud, with the company paying advances, investing in artist marketing etc. just as a traditional record label might.

Today’s (December 12) news follows the platform’s joint venture in February of this year with Jax Jones’ and Dan Stacey’s UK-based, dance-focused record label, WUGD (What You Gonna Do) Ltd.

In February last year, SoundCloud entered into an artist-signing joint venture with Solid Foundation, the management and creative services arm of Atlanta rap powerhouse QC Media Holdings (Quality Control) from respected music industry veterans Kevin “Coach K” Lee and Pierre “P” Thomas. (A SoundCloud spokesperson said in February this year that the recent acquisition of Quality Control by HYBE would not affect Coach K and P’s relationship with SoundCloud.)

Founded in 1992, Payday Records is one of the world’s longest-running independent hip-hop and R&B labels and helped to launch the careers of artists including Jay-Z, Yasiin Bey f.k.a Mos Def (via his first group U.T.D.), Jeru The Damaja, and more.

Electronic dance music label Helix Records was established in April 2022 as a multi-territory independent home for electronic dance music and counts amongst its roster artists including Snakehips, Grammy-nominated Ten City, Jamie Jones, San Holo, Two Friends, and more.

Moxey struck a “global strategic alliance” with Warner Recorded Music for Payday Records and Helix Records last year.

“Hip-Hop and Electronic music are core to SoundCloud’s identity, and in Patrick Moxey, there is no better partner with whom to give artists the opportunity to build their careers.”

Eliah Seton, SoundCloud  

Commenting on today’s news, SoundCloud CEO, Eliah Seton said: “Hip-Hop and Electronic music are core to SoundCloud’s identity, and in Patrick Moxey, there is no better partner with whom to give artists the opportunity to build their careers.

“I’ve known Patrick for years – as we all know, he’s paved the way for some of the biggest names in the industry, and this partnership exemplifies our commitment to identifying and nurturing what’s next in music.”

“The A&R alliance between Helix and PayDay with SoundCloud is very exciting.”

Patrick Moxey, Helix and PayDay Records

Patrick Moxey, President & Founder of Helix and PayDay Records, added: “The A&R alliance between Helix and PayDay with SoundCloud is very exciting.

“Between us we’re uniquely positioned to give emerging artists global reach through expert marketing, promotion and A&R support.

“SoundCloud has always incubated new talent and shares our artist-friendly ethos. I’m delighted to work with SoundCloud, Eliah Seton, Jessica Rivera with partnerships, and emerging talent with our new association.”

SoundCloud said in a statement on Tuesday (December 12) that “partnering with PayDay and Helix Records seamlessly aligns with both the history and future of SoundCloud”.

Added the company: “Whether tracing the rise of SoundCloud Rap or indulging in exclusive remixes and EDM sets, fans flock to SoundCloud for sonic experiences they can’t get elsewhere.

“Additionally, this announcement comes amidst a surge of growth across SoundCloud’s UK dance communities. From the success of WUGD / Polydor x SoundCloud artist Hannah Laing to the championing of Ascending artist Kenya Grace, the growth of EDM artists is being recognized and supported on a global level.”Music Business Worldwide

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