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Lucian Grainge
TODAY'S FORECAST: UMG WITH A 100% CHANCE OF SOUNDCLOUD

Universal Music Group and SoundCloud—the influential music streaming site with 175m monthly listeners—just announced what they're calling a "landmark" partnership.

Thanks to the deal, which has been rumored since summer, SoundCloud will be able to be benefit from UMG's roster of artists (and songwriters signed to UMPG), as they introduce advertising and subscription plans to the service.

Also, UMG and its pubco will now have access to SoundCloud's analysis and data, as well the company's promotional tools, which will undoubtedly strengthen the aforementioned artists and songwriters' understanding of the landscape, along with their marketing plans.

“At UMG, we have long embraced empowering entrepreneurs and innovative services such as SoundCloud,” said Chairman/CEO Lucian Grainge. “With this partnership, we’re ensuring recording artists, songwriters and labels benefit, both creatively and commercially, from the exciting new forms of music community engagement on SoundCloud. We look forward to working with SoundCloud and supporting the company’s evolution into a successful commercial service.”

“Bringing together the world’s largest audio platform and the world’s largest music company means we are able to further expand SoundCloud’s role as a critical platform for creators and open up its benefits to UMG’s extensive roster of artists,” added SoundCloud Founder/CEO Alexander Ljung.

Soundcloud's deal with Warner Music was announced in late 2014. Could a pact with Sony Music—which announced it was pulling its music from the site in May—be on the horizon?

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