SoundCloud and Twitch change the game for aspiring artists

You didn’t think SoundCloud was going to be underground forever, did you?

SoundCloud is one of the worst kept secrets in the music industry in recent years, having propelled indie creators like Lil Peep, 21 Savage, XXXTentacion, and Post Malone from bedroom rappers to global stars seemingly overnight. And the music sharing platform is ready to permeate the mainstream on a whole other level with its latest coup.

Yesterday, SoundCloud announced an ambitious plan to bring an assortment of live shows to a new exclusive channel on Twitch, with programming aimed at aspiring musicians and fans alike. And they’re putting big emphasis on interactivity and direction in real-time through the app’s built-in chat. If you’re into home studio setups, mixing, and music production in general, this is the community you want to get down with.

This slate of originals kickstarts on Wednesday (May 6th) with ‘Studio Sessions with Soulection’ – a fitting intro as the new enterprise focuses on discovering promising new artists within SoundCloud’s ecosystem. Hosted by Joe Kay, this 90-min show will feature ‘surprise guests’ who have a close affinity to SoundCloud and know how to best to locate these hidden gems.

On Thursday (May 7th) Twitch will air a weekly three-hour series called ‘Cloud Bar’, which will bring together top creators, industry execs, and influencers to break down topics like how to build an independent music career, while fleshing out latest trends in the culture zeitgeist and music distribution. The pilot’s guests include XXL’s Editorial Director Georgette Cline, hip-hop entrepreneur and head of Masked Records Roger Gengo, and Roc Nation rapper/ activist Vic Mensa.

May 11th will see the release of ‘Fresh Pressed’, where artists and figureheads of the digital music scene give us the weekly scoop on the best new tracks making waves on SoundCloud, and ‘Fast Track’, which tasks creatives with making their own beat in 60-minutes or less using mixing software and instrument plug-ins. Watching them sweat should be fun.

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These are the highlights of what’s to come, but if you want a comprehensive look at the schedule and specific timings, we’ve got you covered here.

If you previously doubted Twitch’s intentions to branch out from gaming, there’s your confirmation. Twitch has just hired Spotify’s former director of Product Management Tracy Chain to head up all music initiatives, and another shrewd move has landed the streaming giants a deal with social music site Bandsintown. In terms of exposure and monetary gain, the game has just changed completely for aspiring artists.

Could the next global star be discovered through this new initiative? SoundCloud has already earned its chops and Twitch is eager to join the party.

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