WMG DEAL IS A FIRST FOR MIXCLOUD

The digital audio streaming platform Mixcloud has struck its first direct licensing agreement deal with a major, inking a deal with Warner Music Group.

The deal lets Mixcloud create individual creator channels that are subscription-based which opens the door for audio creators to monetize their content. Mixcloud, launched in 2009, currently offers 12m radio shows, DJ sets and podcasts produced by more than 1m tastemakers, among them Carl Cox, Tiesto and David Byrne.

“This deal is a good example of our willingness to experiment and lead in embracing differentiated new business models,” said Ole Obermann, EVP, Business Development & Chief Digital Officer, Warner Music Group. “As streaming opens up access to a vast universe of music, we are seeing a complimentary rise in fans’ engagement with curated experiences, such as playlists, on-demand radio shows, and DJ sets.

“Mixcloud’s success is driven by the curiosity and passion of its community, as they engage with new music and rediscover timeless older songs. As we see that user base expand, this partnership will unlock new commercial value for our artists and their music.”