Eliah Seton Joins SoundCloud as President

Eliah Seton
Courtesy of SoundCloud

Eliah Seton

Seton joins SoundCloud from WMG, where he led independent music and creator services.

Yesterday, Eliah Seton announced his exit from Warner Music Group, where he had served as president of independent music and creator services since February 2019. Now, the executive has revealed his next move: He's joining SoundCloud as president.

SoundCloud announced the appointment today (April 8), and it is effective May 1. In his new role, Seton will manage the streaming service's business strategy, oversee content partnerships and business development, lead mergers and acquisitions and take over the company's distribution and artist services businesses, Repost by SoundCloud and Repost Select. He will continue to be based in New York, reporting directly to SoundCloud CEO Michael Weissman.

"Eliah’s passion for music and his innovative spirit combined with his deep industry experience in delivering world class services to the global music community is exactly the expertise and mindset that will help transform SoundCloud into the leading music entertainment company," Weissman said. "I couldn’t be more excited to work with Eliah, an extraordinarily skilled business executive and wonderful person, to forge our company’s strategic path, deepen our artist and industry relationships, and create even more opportunities for artists to grow and earn throughout their careers on SoundCloud."

In his previous role at WMG, Seton oversaw its distribution arm for independent artists ADA Worldwide along with Asylum Records, Level and Arts Music. ADA, where he served as president since 2015, more than tripled in size under his leadership, expanding to a global services company with teams across Latin America, Asia and Europe. Seton, who is a regular on multiple Billboard Power lists, also served as co-chair of WMG's Diversity Council and head of the company's LGBTQ+ affinity group.

"I am so excited to partner with Mike and the team in helping to lead the future of this iconic business," Seton said. "SoundCloud has always been on the cutting edge of innovation and is simply the gold standard for independence in music. The possibilities for SoundCloud and for artists, labels and entrepreneurs everywhere are endless, and I am proud to join this extraordinary team and community."

Seton will also be responsible for developing strategic initiatives to accelerate SoundCloud's status as a "next-generation music entertainment company," according to the press release, as the independent artist sector continues to grow. Last month, SoundCloud -- home to more than 250 million tracks and 30 million creators -- became the first major streaming service to implement a so-called "user-centric" payment system, which will pay independent artists based on the revenue generated by individual fans (not how many streams the artist accrues compared with the overall pie, as Spotify and other streamers operate).

The company has been staffing up since former CEO Kerry Trainor announced plans to step down in December. Weissman took over as CEO on January 1, and First Look Media's Drew Wilson was named SoundCloud's new COO and CFO effective April 1.