Mixcloud has revealed the next wave of features and creators for its fan-to-creator channel subscription service, Mixcloud Select.
The service enables audio creators to build their own community of fans and offer them an enhanced experience.
The subscription product allows them to take control over how their subscribers experience their content, and earn revenue directly from their followers. Creators can make shows available to subscribers before they go public, offer bonus content that only subscribers can access, or establish a subscribers-only paywall for their archive.
Mixcloud has confirmed details of a growing roster of creators that includes Anja Schneider, Worldwide FM, Dekmantel, J Rocc, The Pharcyde, DJ City and Mayer Hawthorne, and many more. They join the inaugural group of creators using the service, which includes John Digweed, Nicole Moudaber, Red Light Radio, Eats Everything, Lefto and Defected Records.
The growing creator roster includes international DJs, community radio stations, and record labels. All creators can register their interest in joining Mixcloud Select as it’s rolled out to the wider community.
“People come to Mixcloud to listen deeply to shows handcrafted by passionate creators,” said Nikhil Shah, Co-Founder of Mixcloud. “Mixcloud Select is a direct response to that, empowering creators to deepen connections with their most engaged and loyal fans. We’re helping them take control. We’re listening closely to our creator community as we build a model that enables a more sustainable future for audio culture, and this is just the beginning. We’re incredibly energised by the excitement we’ve seen from creators and the wider industry.”
Since Select’s introduction in December 2018, channel subscribers are spending on average 35% of their time on the platform listening to a creator they are subscribed to.
Mixcloud Select operates as a flexible channel-based subscription layer to the platform. Creators set their own price starting from 2.99 per month in local currencies. They receive a share of the profits from their subscriptions, while the artists, labels and publishers played in their shows receive royalty revenue as shows are streamed.
Mixcloud’s proprietary content ID system identifies individual tracks and underlying rights holders.
The platform has announced direct licensing deals with Universal Music Group, Sony Music Entertainment, Warner Music Group, Merlin, Warner/Chappell Music Publishing, ICE and many others.