SoundCloud

SoundCloud’s Evolution and the Artist’s Journey—Insights from ADE 2024

As the global music landscape shifts faster than ever, platforms like SoundCloud are continuing to play a pivotal role in shaping the careers of independent artists. During a fascinating panel at the Amsterdam Dance Event (ADE) 2024, Elian Seton, CEO of SoundCloud, joined by artist Mau P and SoundCloud’s Global Head of Music Emmy Lovell, offered an insider's view of the challenges, rewards, and future of the music industry.

From artist-first philosophies to the intricacies of creative control, the conversation delved into how SoundCloud remains a powerful platform for creators, while navigating an increasingly complex legal and technological landscape.

The Power of Platform: SoundCloud’s Artist-First Approach

Elian Seton opened the conversation by emphasizing SoundCloud's dedication to being an artist-first platform. In an era where artificial intelligence is reshaping various aspects of music creation and distribution, SoundCloud strives to maintain its human touch.

"For the company’s whole existence, being artist-first has been critical," Seton stated. "We’re focused on making sure that creators aren’t put in a position where they’ll face legal trouble or feel like they're losing control over their art."

This philosophy resonates with SoundCloud’s mission to balance innovation with creator empowerment, especially as the industry grapples with the rise of AI-generated content. The platform ensures that creators retain control over their work while providing the tools necessary for artists to grow their fanbase.

Mau P’s Journey: From Independent Artist to Global Sensation

Riding the wave of massive success with his track “Drugs From Amsterdam,” Mau P shared his personal journey through SoundCloud's ecosystem. His breakout track gained traction through TikTok, highlighting the ever-growing role of social media in an artist's rise. Despite the sudden fame, Mau P emphasized the importance of small wins in his journey to validation.

"For me, it all happened fast with 'Drugs from Amsterdam'. It blew up on TikTok, and suddenly, DJs wanted to remix it, and labels were knocking," Mau P recounted. "But for many artists, it's about taking it step by step, celebrating those small victories—whether it's your friends vibing to your track or getting a positive reaction from listeners you’ve never met."

His approach serves as a reminder to aspiring artists that validation doesn’t always come in giant leaps. Sometimes, it’s the subtle nods, like friends unknowingly dancing to your track, that signify you're on the right path.

Creating Music on Your Own Terms: Mixing and Mastering

One of the most interesting parts of the discussion revolved around the control artists have over their music production. When asked if he uses professional sound engineers for his mixing and mastering, Mau P shared that he prefers to do most of the work himself, in collaboration with a trusted friend who specializes in analog gear.

"I like to be in control, and I’m a bit OCD about how I want things to sound," he said with a laugh. "If you can learn mixing and mastering, I highly recommend it. It changes how you think about your music, and it gives you more creative freedom when finishing a track."

This DIY approach to production echoes SoundCloud’s ethos of empowering artists to hone their craft and maintain creative control. Mau P’s insights serve as a powerful testament to the benefits of artists taking full ownership of their process.

Copyright Challenges and the Future of SoundCloud

The conversation also touched on a more serious note—navigating the complex world of copyright law in music. With remix culture booming, many independent artists find themselves running into issues when their tracks are flagged for copyright violations. Emmy Lovell offered valuable insights into how SoundCloud has evolved to address these concerns.

"The Wild West days of open audio platforms are behind us," said Lovell. "Today, the laws are clearer, and there are legitimate tools that artists can use to protect themselves and ensure they don’t run into legal trouble."

Lovell emphasized the importance of making sure artists understand these rules and use the available resources to avoid pitfalls, especially in an industry where legal complications can easily derail an artist’s career.

Elian Seton echoed this, pointing out that SoundCloud's customer service team—real people, not bots—works hard to assist creators with any copyright or platform-related concerns. "We’re here to ensure that creators have the tools and support they need to succeed, without being exposed to legal risks," Seton added.

What’s Next for SoundCloud?

Looking forward, Elian Seton hinted at more innovations on the horizon for SoundCloud. The platform’s ability to evolve with the times while keeping artists’ needs at the forefront is what sets it apart. From AI integration to enhanced tools for creators, SoundCloud continues to push the envelope, promising even greater opportunities for independent artists.

As the panel wrapped up, Mau P, with characteristic enthusiasm, left the audience with an encouraging word: "Take every win, no matter how small. Keep learning, keep creating, and stay true to yourself."

The conversation at ADE 2024 highlighted SoundCloud’s evolution as a platform but also underscored the importance of artist autonomy in the modern music world. With platforms like SoundCloud providing tools for growth and success, the future for independent artists has never looked brighter.

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