"People come to Mixcloud to listen deeply to shows handcrafted by passionate creators. Mixcloud Select is a direct response to that, empowering creators to deepen connections with their most engaged and loyal fans. We're helping them take control," said Mixcloud co-founder Nikhil Shah in a statement. "We're listening closely to our creator community as we build a model that enables a more sustainable future for audio culture, and this is just the beginning. We're incredibly energized by the excitement we've seen from creators and the wider industry."
Mixcloud Select allows some of the service's most popular DJs, radio stations, record labels and curators to set subscription rates for their content starting at $2.99 a month. Those creators then receive a share of the subscription profits, while rightsholders for the featured music are paid out royalties via Mixcloud's proprietary content ID system.
Other creators added to Mixcloud Select in this second round include Anja Scheiner, Worldwide FM, Dekmantel and DJ City. They join previous announced early adopters John Digweed, Nicole Moudaber, Red Light Radio, Eats Everything, Lefto and Defected Records. Creators who haven't yet been added to the subscription service can register for updates at mixcloud.com/select/creators.
Over the past nearly four months, Mixcloud Select subscribers have spent an average of 35 percent of their time on the platform listening to channels they subscribe to, the service reports. This goes to the company's mission of offering a deeper, more engaging experience for users.
Launched in 2008 by Shah and co-founder Nico Perez, Mixcloud now hosts a stable of 1.3 million creators and boasts over 15 million radio shows, DJ mixes, and podcasts. Over the last two years, the company has announced direct licensing deals with Universal Music Group, Warner Music Group, Warner/Chappell Music Publishing, and Sony Music Entertainment, among others.