Warner Music has become the first major record company to sign a direct licensing deal with Mixcloud, the U.K.-based streaming radio platform that specializes in long-form dance and EDM mixes -- and has been increasingly touted as a rival to SoundCloud.
Following in the footsteps of its more established and far larger competitor, Mixcloud has steadily built up a loyal audience among the EDM community with DJs like Carl Cox, Richie Hawtin, Moby and Tiesto among the one million curators who have uploaded mixes, DJ sets and exclusive music content – typically lasting around 45 minutes-plus -- to the service.
The ad-supported platform has a catalogue of over 12 million on-demand radio shows, DJ sets and Podcasts, attracting around 17 million listeners each month, according to the London-based company, which launched in 2009. It uses its own proprietary Content ID system to identify individual songs within mixes and track and monetize usage. Agreements are in place with a number of international collecting societies and PROs including SoundExchange, ASCAP, BMI, SESAC and U.K.-based PPL and PRS for Music.