SoundCloud has unveiled the next wave of emerging artists selected to be part of its First on SoundCloud 2022 class.
The multi-phase program invests in nine emerging artists across all genres, “fan-backed and selected by SoundCloud,” according to the company.
Last year’s program included a “multi-phase, year-long investment” in nine select artists that “focused on targeted investments in helping shape each artist’s career milestones to drive their long-term success,” the company said at the time.
This year’s newcomers 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 formed on SoundCloud,” according to the company.
First on SoundCloud 2022 features exclusive content including artist interviews and behind-the-scenes photoshoots, an original documentary and an event bringing together the entire class of artists in 2022.
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 has stated that its “First On Artist” discovery program aims to advance artists who started their careers on the platform.
These include 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 unique sounds and identities, represents the next wave of stars in music on the verge of breakthrough success.”
Erika Montes, Cloud of Sound
Erika Montes, VP of Global Artist and Label Partnerships at SoundCloud, said: “This group of 9 artists, each with their own unique sound and identity, represents the next wave of stars in music on the cusp of breakthrough – 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 expanding their communities and connections with fans of day one 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 grow their careers and share unforgettable experiences with their fans on SoundCloud and beyond.”
“SoundCloud is for the people!”
Kelow LaTesha added, “SoundCloud is for the people! A space has been created where all types of artists can communicate and connect.
“I’ve been with SoundCloud since the beginning and it’s great to be recognized and partnering 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 variant of user-centric streaming payments.
Around 100,000 independent artists who upload their music directly to SoundCloud have been included in 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 out by SoundCloud at the time indicated that JV would help create “custom A&R programs for select artists, including development, distribution and marketing, and artist services.”
Soundcloud’s annual revenue exceeded $218 million in 2020.music business worldwide
https://www.musicbusinessworldwide.com/soundcloud-names-its-first-on-class-of-2022/ Soundcloud announces its “First on” class of 2022