In the face of this competition, a British-based online music streaming service, Mixcloud, has now expanded to 10 million monthly users having been a pioneer in the field of curated music. By giving a platform to professional DJs, radio presenters and amateur enthusiasts to upload their own playlists, Mixcloud has built a network of 500,000 “curator platforms” and a catalogue of 3 million radio shows and DJ sets.
Founded as a start-up in a garage with grant funding from TSB, Mixcloud does not use the subscription-based models of Beats Music, Spotify or Deezer, which is now expanding into the US after being founded in France. Instead, Mixcloud is supported by advertising revenues and commercial partnerships with global brands such as Red Bull, Malibu and Adidas, which are seeking to use music playlists to market their brand values.
“Growing up in London, we’ve always been influenced by pirate radio culture, Soho record shops and a club scene unrivalled by no other in the world. The commonality between all these things is the role of the taste maker – the passionate, expert music curator,” said Mixcloud co-founder Nikhil Shah. “This is no different in the digital world, where the role of the curator is more important than ever to help find the signal from the noise.
“We are excited by the community we have built on Mixcloud – over half a million curators and taste makers from all corners of the world.”