In an effort to improve music discovery on its platform, SoundCloud is testing a new feature that resembles TikTok’s popular feed. The new feature, called “The Upload,” will showcase new and emerging artists, curated playlists, and personalized recommendations based on users’ listening habits.
SoundCloud, which launched in 2007, was one of the first music streaming platforms to offer a space for independent artists to share their music. However, in recent years, the platform has struggled to keep up with competitors like Spotify and Apple Music, which offer more robust discovery and recommendation features.
According to SoundCloud, The Upload is part of a broader effort to improve the user experience and increase engagement on the platform. The company says that the feature is currently being tested with a small group of users and will be rolled out more widely if the test proves successful.
“The Upload is all about making it easier for our users to discover new music and find the tracks they love,” said Kerry Trainor, SoundCloud’s CEO. “We believe that by showcasing new and emerging artists, as well as personalized recommendations, we can help users find the music that speaks to them.”
The new feature will allow users to scroll through a feed of short clips of songs, much like TikTok’s “For You” page. Users can then like, repost, or comment on the clips, which will be linked to the full track on SoundCloud. The feature will also include curated playlists and personalized recommendations based on users’ listening habits.
SoundCloud has long been a platform for independent artists to share their music, but the company has struggled to monetize its user base. The Upload could be a way for SoundCloud to attract more users and increase engagement, which could in turn lead to more revenue.
“The Upload is an important step forward for SoundCloud,” said Dan Runcie, founder of the music industry newsletter Trapital. “The platform has always been a great place for independent artists to share their music, but it hasn’t always been the easiest place for fans to discover new music. The Upload has the potential to change that.”
The Upload is just one of several recent changes at SoundCloud. Last year, the company launched a new royalty system that allows independent artists to earn money from their streams. The company also recently launched a new podcasting platform, which has already attracted several popular shows.
The music streaming industry has become increasingly competitive in recent years, with Spotify, Apple Music, and Amazon Music dominating the market. However, SoundCloud’s focus on independent artists and emerging talent could be a key differentiator for the platform.
“The music streaming market is definitely crowded, but SoundCloud has a unique position as a platform for independent artists,” said Runcie. “If they can leverage that position to improve music discovery and increase engagement, they could really carve out a niche for themselves.”
SoundCloud has not yet announced when The Upload will be available to all users, but the company says that it is working to improve the feature based on feedback from the initial test group. For independent artists and music fans alike, The Upload could be a game-changer in the crowded music streaming landscape.
