How SoundCloud won over Billy Eilish, Post Malone, Lil Nas X and true music fans

Earlier this year, several hugely popular rappers — Lil Nas X, Lil Yachty, and Kid Laroi — each took to SoundCloud to release exclusive tracks that can only be listened to on the streaming platform.“Lil NAS X, unbeknownst to his label Columbia, unbeknownst to his management and unbeknownst to us, posted three exclusive tracks one week after another this spring,” SoundCloud CEO Eliah Seton told The Post.“He knows where his super fans are … And he wanted to light that fire, so he dropped those tracks out of nowhere.”It was a moment of triumph for SoundCloud, which has, at times, faced a cash crunch as it has struggled to compete with tech behemoths.

First launched in 2007 — before Spotify, Apple Music, or Amazon Music existed — the New York-based SoundCloud is now profitable.It’s become the go-to platform for true music junkies and mega-fans, and it recently moved into new offices in the Meatpacking District.The company, which was valued at $700 million in 2021, operates in 193 markets, but it’s firmly rooted in the Big Apple.

Fred Wilson, the notable New York venture capitalist and Union Square Ventures partner, sits on the company’s board.“New York’s the center of the world culturally and if you’re an artist or if you’re a fan, there’s no better place to be able to engage with music, live music or, or really music in any way,” Seton said.Subscribers pay $10.99 per month to stream music from both big-name artists like Taylor Swift and emerging artists, as well as access features that mirror social media and directly connect artists and fans.Users can post their own music or remixes, comment on songs, repost other music, join “community pages” and follow and DM other artists.

It’s the ability to both interact with and find artists that has given the company an edge.Post Malone, Billie Eilish, and Chance the Rapper were all discovered on the streamer.

“This is a place where their fans can really engage with them and their...