SCA launches station dedicated to new music discovery with Soundcloud

Southern Cross Austereo (SCA) has partnered with streaming platform Soundcloud to launch its first-ever station dedicated to new music discover – Soundcloud Radio.

The channel will be available from today on DAB+ and on live streaming radio and features a number of exclusive artists.

The new station follows an advertising partnership between SCA and Soundcloud which was announced last year and expands SCA’s DAB+ sales inventory and its offering to brands looking to connect with Soundcloud listeners.

SCA chief sales officer, Brian Gallagher, said the addition of the station provides SCA with a well-rounded youth offering.

“SCA has been connecting brands with the Soundcloud audience across multiple devices and we’re excited to now extend to an additional broadcast audience with Soundcloud Radio. Our targeting, creative and dynamic ad insertion technologies maximise the opportunity to deeply engage this audience via our digital platforms,” he said.

“On air, brands can build reach and drive awareness to this key target audience – Soundcloud Radio rounds out our youth suite and really brings the very best of what audio can achieve to brands in an integrated way.

To date we have been delighted with the advertiser take-up of the Soundcloud instream opportunity. We have developed a high level of confidence of the back of this initial commercial success that Soundcloud and it’s demographic focused on ‘discovery’ will quickly build its broadcast audience with Soundcloud Radio and extend its reach and advertiser appeal even further.”

More than 35 artists will be exclusive to Soundcloud Radio, including Australian artists RINI, Georgia Mae, Trials, Maundz, Shadow, Skrub, Purpose and AViVA.

Soundcloud Radio will be marketed using a multi-channel campaign which will target music fans and music creators. The campaign will include SCA’s owned instream advertising, cross-promotion on Soundcloud utilising Soundcloud advertising inventory, wider company digital assets, plus bought media will include targeted social, digital and digital out of home.

SCA will also leverage Soundcloud Radio to cross promote its complementary audio products to its youth audience, such as The Briefing and Matt Okine and Alex Dyson’s All Day Breakfast podcasts.

SCA CEO, Grant Blackley, said: “We are very proud of our partnership with Soundcloud and this new offering will further enhance SCA’s ability to provide advertisers with improving an extraordinary reach on DAB+ and through live digital streaming. The Soundcloud audience is young, highly engaged and influential, and they are searching for new and emerging artists – which Soundcloud Radio will expertly deliver.

“Soundcloud has led the world when it comes to supporting creators of new music and enabling the discovery of new music, and importantly supporting up and coming artists, something we are very passionate about. Soundcloud Radio will be another way that creators can amplify their new music and fans can embrace a curated version of the Soundcloud platform in Australia.”

Soundcloud SVP of subscriptions and marketing, Anthony Gabriele, said: “Every month, millions of Australians already come to Soundcloud to discover what’s next in music and directly connect with creators, curators and fellow music fans on the leading edge of culture. We’re excited to partner with SCA to bring the best of Soundcloud directly to Australian audiences, and to continue to develop opportunities for emerging creators worldwide to grow their careers and expand their fan bases by introducing them to new, curious and engaged listeners.”


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