SoundCloud: The Destination for Creators, Brands, and Fans

The SoundCloud audience is distinct. They’re not just listeners or fans; they’re also artists, often referred to as "creators" in today's world. And as a platform, SoundCloud is home to a vibrant music community that energizes fandoms and fosters deep connections between artists and their fans. With SoundCloud’s combo of unique audiences and platform capabilities, it stands out as the sole place where brands can engage with a younger generation of creators—who are more influential and engaged in the music scene than any other demographic. 

SoundCloud is the destination for the music-obsessed. Nearly two in three SoundCloud listeners say that music is part of who they are, and one in two say music is the soundtrack to their lives. Music has a profound impact on shaping cultural identity, and it begins with SoundCloud. It’s the platform where trends are born and movements are made, redefining modern-day music and audio culture. 

Younger, Diverse, and More Influential 

On SoundCloud, engagement is an integral feature, rather than an optional aspect, and brands need to recognize this if they want to get ahead. On average, SoundCloud users dedicate 66 additional minutes to music listening compared to typical internet users, giving brands an extended opportunity to connect with their most valuable audiences. And as 90% of Gen Z SoundCloud users listen with ads, it's safe to say that brands are central to their listening experience. With SoundCloud, you can reach the influential audience your brand needs while plugging into the energy of music culture.

Designed for Discovery, Fueled by Fans

Driving music, fueling culture—SoundCloud is the nexus of it all. All about artists and their fans, SoundCloud is where digital music and social culture collide. It serves as a platform for artists to gain recognition and achieve success while functioning as a social network where fans' passion drives community engagement. Doechii, Bad Bunny, Billie Eilish, Lil Yachty, Lil Uzi Vert—some of today's biggest artists first started their careers on SoundCloud. 

SoundCloud’s discovery- and engagement-driven ecosystem is a proven launchpad for local subcultures to thrive, powered by social sharing and community connection. For brands who want to be at the center of sound, culture, and connection, look no further: SoundCloud is your destination.  

Engaged Listeners. Authentic Connections. Measurable Results. 

Now that you’ve heard about SoundCloud’s reach and its appeal among young, diverse demographics, how does the platform deliver? Check out the below success stories to see how SoundCloud drives results for advertisers across industries.

Reaching Música Mexicana Fans Through Advanced Targeting 

In collaboration with an auto advertiser, a recent campaign on SoundCloud showcased the award-winning documentary series SCENES, which explored culture-forward music communities around the world. One campaign featured música Mexicana and its surge in global popularity with rising Mexican artists. The series revealed untold stories and unique experiences that shaped the cultural landscape for the genre. The campaign included custom program elements such as:

• Long- and short-form video

• Promoted tracks

• Artist audio commentaries

• A creator takeover 

• Social features

By leveraging advanced targeting capabilities, the auto advertiser effectively reached Hispanic adults ages 18 to 49 who listen to música Mexicana. Using a mix of English- and Spanish-language creatives with contextually relevant themes and sound effects, the brand’s informative messaging resonated with Hispanic and Latino listeners, boosting brand awareness and generating consideration. The campaign successfully generated significant full-funnel lifts for the auto advertiser.

Promoting Brand Awareness and Favorability Among Engaged Listeners 

Another recent SoundCloud campaign drove lifts in middle–to-upper funnel metrics and created positive brand perception for a casual dining restaurant advertiser. The campaign leveraged a diverse product mix of mobile audio, mobile video, and prestitial placements to reinforce brand messaging. Through advanced targeting capabilities, the campaign successfully reached an engaged audience of audio listeners with lifestyle and behavioral traits similar to the advertiser’s target audience: adults ages 18 to 34 and multicultural listeners.  

Using creative with promotional brand messaging and a strong call to action, the advertiser informed listeners about new menu offerings and encouraged them to visit physical restaurant locations. The campaign effectively raised awareness and improved favorability, capturing the attention of potential customers.

Powering the Evolution of Music and Social Engagement 

On SoundCloud, brands don’t just advertise—they resonate. If you’re ready to unlock your brand's potential with a performance-driven platform and connect with Gen Z fans and creators shaping the future of music culture, let’s talk.

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