SoundCloud’s Music Strategy to Be Led by Emmy Lovell – Billboard


Emmy Lovell was named world head of music at SoundCloud, the corporate introduced Thursday (Jan. 19).

Within the function, Lovell will lead SoundCloud’s world music technique and oversee its artist and label relations in addition to its industrial label partnerships groups. She joins SoundCloud from Napster, the place she most not too long ago led the Napster app relaunch as interim CEO; previous to that, she was the corporate’s chief technique officer. Primarily based in London, she’ll report back to SoundCloud chief content material and advertising and marketing officer Lauren Wirtzer-Seawood.

“Emmy is the consummate music government,” mentioned Wirtzer-Seawood in an announcement. “Her ardour for the enterprise and deep experience in partnering with artists in any respect phases of their careers is important as we proceed to pioneer the way forward for fandom and unlock the complete potential of the artist and fan relationship on SoundCloud.”

Lovell’s rent comes amid an organization revamp that has seen SoundCloud working to reinvent itself as a distribution and artist and label providers operation. Final 12 months, the corporate struck a three way partnership with High quality Management’s Strong Basis, launched SoundCloud for Artists and signed direct partnerships with artists together with Lil Pump, Tekno and Kelow LaTesha whereas additionally beefing up its artist partnerships crew with the hires of Jessica Rivera and Maurice Slade. Nevertheless it additionally skilled setbacks; in August, the corporate introduced it could be cutting 20% of its workforce, with a rep stating the layoffs had been “because of a major firm transformation and the difficult financial and monetary atmosphere.”

Elsewhere, SoundCloud partnered with the music collaboration and information administration software Session, acquired music AI firm Musiio and signed a world licensing take care of Warner Music Group that adopted the user-centric “fan powered royalties” model — a swap from the pro-rata mannequin historically utilized by streamers.

Along with Napster, Lovell beforehand served as government vp of WEA, a part of Warner Music Group’s artist and label providers arm, and likewise had stints at EMI Music, Bauer Media and the BBC.

“SoundCloud’s affect in popular culture is felt globally and their fast-paced and progressive strategy to difficult the established order within the music business is refreshing,” mentioned Lovell. “I sit up for working with Lauren and the crew to proceed the good and progressive work SoundCloud has already accomplished to create connection between their vibrant artist and fan communities.”

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