Pandora is partnering with SoundCloud to launch a brand new station – TechCrunch

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SiriusXM-owned Pandora is partnering with SoundCloud to launch “The Lookout by SoundCloud,” a brand new station accessible on Pandora that goals to showcase music from the “hip hop superstars of tomorrow.” At present’s announcement comes as Pandora’s dad or mum firm, SiriusXM, just lately partnered with SoundCloud to launch a present of the identical identify on its Hip-Hop Nation channel. It’s no shock that SiriusXM is becoming a member of forces with SoundCloud throughout its properties, as the corporate invested $75 million in SoundCloud final yr.

The Lookout by SoundCloud options new artists weekly, like Toosii, Sheff G, Metro Marrs, Younger Devyn, $NOT, Dro Kenji, Cico P, Flo Milli, Nevi, SoFaygo, Isaiah Rashad, Sleepy Rose and extra. The station options songs heard on the SiriusXM SoundCloud present.

“With a success slot on SiriusXM’s Hip-Hop Nation and now a brand new dwelling on Pandora, SoundCloud’s high playlist, ‘The Lookout’, is the go-to supply with the biggest digital audio attain for followers to find the very best in breaking hip hop,” mentioned R. Caiaffa, the interim head of music at SoundCloud, in an announcement. “Becoming a member of forces with Pandora to broaden ‘The Lookout by SoundCloud’ amps up our shared dedication to assist the rising hip-hop artist neighborhood to get heard and found.”

The brand new station originates from certainly one of SoundCloud’s hottest playlists, ‘The Lookout,’ which launched in 2019. The playlist has since turn into a preferred vacation spot for locating the following era of rising stars in hip hop.

SiriusXM notes that The Lookout has spotlighted a few of as we speak’s largest artists in hip hop earlier than they turned family names, together with Pop Smoke, Megan Thee Stallion, Roddy Ricch, Rod Wave and extra.

It’s clear that SiriusXM is seeking to entice extra youthful listeners throughout its choices with its varied partnerships with SoundCloud. Moreover, SiriusXM just lately launched a TikTok Radio channel, which options TikTok creators as channel hosts, in one other push to seize a youthful viewers. The station is designed to sound like a radio model of TikTok’s “For You” feed.

Over the previous couple of years, SiriusXM and Pandora have additionally struck offers with Simplecast and Stitcher to turn into extra aggressive in each music and podcast streaming. Most just lately, SiriusXM partnered with audio leisure manufacturing studio Audio Up to develop new authentic scripted podcasts.

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