SoundCloud acquired the music platform and direct-to-fan marketplace Nina Protocol, which shuttered last year. As part of the deal, SoundCloud is acquiring Nina’s editorial archive and its “genre map,” according to a press release.
Nina artists will have the opportunity to opt into SoundCloud’s creator ecosystem, giving them access to tools for distribution, direct-to-fan monetization, audience growth and more, while enjoying a “streamlined migration process,” the release adds.
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Chris Eggertsen, Jessica Nicholson, Kristin Robinson“Together, these assets will help surface emerging artists, scenes, and music to even more listeners across the global music platform,” the release continues. “A streamlined migration process will also enable Nina’s artists and users to easily bring their music, content, followers, and creative work to SoundCloud.”
“As the platform where millions of artists begin their journey, we’ve always believed that the next movements in music emerge from communities long before they reach the mainstream,” said Eliah Seton, CEO of SoundCloud, in a statement. “That belief is deeply aligned with the mission Nina has championed from the very beginning. They built an incredible platform by putting independent artists, scenes, and communities first, and our priority is to honor what they’ve created, while carrying that mission forward. Together, we’ll help more independent artists build deeper relationships with fans, unlock new ways to earn, and access the tools they need to grow sustainable careers on their own terms.”
“Nina has always been about empowering independent artists and documenting the communities that drive music forward. SoundCloud built that foundation: without SoundCloud, there wouldn’t be Nina,” said Mike Pollard, CEO and co-founder of Nina Protocol. “As we considered the future of the platform, we wanted to ensure our artists and editorial work found a home that shared and actively practiced those values. SoundCloud was the natural choice.”
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