Wednesday, December 13, 2017

SoundCloud resuscitates home screen with personalized playlists

After laying off 40% of its staff and securing $169 million in emergency funding, SoundCloud’s first product push is a much needed step in the right direction. It’s filling its home page with personalized playlists and best of collections from top genres rather than other content like it’s feed. The hope is to make SoundCloud instantly accessible to new users and a more reliable place to discover fresh songs for long-time loyalists.
In my recent deep-dive into SoundCloud’s strategy, I outlined its need to differentiate itself from Spotify by focusing on its $5 tier of ad-free access to independent music, legally grey remixes and DJ sets you can’t find elsewhere, and helping artists earn money beyond royalties through commerce. In line with that strategy, today’s redesign lets SoundCloud highlight the best of its unique archive of user uploaded songs.
SoundCloud’s new CEO Kerry Trainor tells me “The new SoundCloud home is a more curated, personalized way to discover amazing creators first—years ahead of the mainstream charts”.

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