What is SoundCloud?
Founded in 2007, SoundCloud is an online music sharing platform deemed by many as the "YouTube for Audio." On SoundCloud, whether it's online or on the mobile app, users can listen to or distribute music for no charge. SoundCloud is unlike other music streaming services in the sense that there is no barrier of entry for artists to release their music on the site, bypassing the process of getting signed by a record label. The plethora of tracks and records released on the website (125 million in 2016) has established diverse music cultures and online followings beyond the influence of mainstream record labels and trends. SoundCloud capitalizes on young people’s desire to be individual in their taste of music, especially with their targeted social functionalities.
The fact that SoundCloud has no censorship or restrictions on who can release music on the site continues to appeal to both the artists and listeners who desire to rebel against the mainstream. For instance, in 2017 then 17-year-old rapper Tay-K, released the song "The Race" on SoundCloud while on the run for capital murder and being in connection with other violent crimes. "The Race" grew immense popular among teenagers, and Tay-K continually found ways to capitalize on his fame by uploading new music while hiding from the police. No other music service or record label would have allowed an artist like Tay-K gain popularity, let alone release music.
Tay-K
17 year-old fugitive turned internet sensation thanks to SoundCloud
A Social Network for Teens
Throughout its existence, SoundCloud has catered to an audience of young music listeners, who are always desiring something new and fresh to consume. It has become evident that, as the website continues to evolve, SoundCloud continually targets teens as their top consumers through the weaving of social media and music.
Once again, SoundCloud separates itself from most other music websites by allowing the functionality of commenting. On any track, any user is allowed to leave comments on the song, offering their musical opinions and chatting with other users who share the same interests.
Additionally, by partnering with Instagram, SoundCloud has made it easier for users to share their compiled playlists or favorite tracks with the rest of their friend. This has formed multitudes of online communities surrounding certain subgenres of music that are featured on the website.
Thousands of teenagers from all over feel a sense of belonging when they get to bond with other people their age over a specific band or a specific genre of music. Most recently SoundCloud’s shift to market to teenagers with the integration of social media aspects to the website has contributed to the meteoric rise of one subgenre in particular….
SoundCloud and Instagram partnered together in November of 2018 to allow users to share SoundCloud tracks on Instagram Stories
Comment functionality on SoundCloud's interface
Rise of SoundCloud Rap
For the past decade, rap artists have released songs to SoundCloud. Mainstream rap artists like Chance the Rapper and Post Malone first gained traction on the website. However, they do not classify as SoundCloud rappers, despite being rappers who release music on SoundCloud. They do not fit into the aesthetic or style of SoundCloud rap. In short, they have become too mainstream. So what's the difference between a SoundCloud Rapper and just a "normal" rap artists?
Rapper Smokepurpp taking pictures with his young fanbase
