The Shutdown of SoundCloud Seems Imminent if it's Not Sold. How Will This Affect Rap Music?
Last Thursday, July 6th, SoundCloud took things to drastic measures. TechCrunch reported that the company laid off 40% of their employees leaving 173 people without jobs. If no one saves this massive streaming service by purchasing it, SoundCloud will be doomed to extinction. The company only has enough money to last for approximately 50 days. Not only will this affect the battle of the streaming services, but the fabric of music in general, specifically rap music.
Over the last few years, SoundCloud has birthed the careers of many young stars today including Lil Yachty, Playboi Carti, Lil Uzi Vert, and Ugly God, Of course, all of them are signed to record labels, but what about the smaller artists who have not taken off yet? SoundCloud has been the best way for smaller artists to check how many listeners they have, and where most of their listeners come from. SoundCloud is well integrated with Twitter. Rappers have been known to tweet links to their SoundCloud shamelessly at whoever. Since listening to their music on the service is free of charge, there are no obstacles to through other than an advertisement of sorts. It was the most convenient way to let people listen to your music. Now that it is at great risk in being gone, will rappers switch to less rap-friendly companies like Bandcamp? They could post their music to YouTube, but people hate the tediousness of having to keep the app open to listen to songs. Someone needs to buy SoundCloud fast or these rappers will have nowhere to go.