Triller, SoundCloud to cross-promote emerging acts

Two popular music discovery platforms in Australia, Triller and SoundCloud, have launched a global initiative to cross-promote emerging artists.

The partnership includes a SoundCloud playlist on US-based Triller.

It will “uniquely showcase and support emerging independent artists,” according to SoundCloud.

Updated monthly, it spotlights acts trending on SoundCloud and also streams on SoundCloud.

Triller creators can include ‘power edits’ of tracks in their own short-form videos, and artists can link their SoundCloud and Triller profiles to reach new consumers.

This linking will see artists “grow additional revenue through SoundCloud’s new fan-powered royalties system”, and allow fans to donate to artists the announcement said.

“With a shared goal of showcasing established and emerging talent, this partnership puts artists first – just like Triller does,” Triller's new CEO Mahi de Silva says.

“In front of a global audience, emerging artists will now have the opportunity to develop a Triller fan base that is empowered to create, share and connect.”

“The new SoundCloud playlist on Triller offers one more way we are creating unique, new channels to elevate and promote the rising artists who are building their careers independently today,” Allison Moore added, the head of artist marketing, creator services, Repost, SoundCloud.

“We’re excited to be working with Triller to connect these artists with a new audience — helping them to get discovered, build profiles, and grow careers both on and beyond SoundCloud.”

SoundCloud has 250 million tracks from 30 million creators, with 76 million registered users and about 175 million accessing the service at least once a month.

In February, Universal Music Group pulled its music from Triller, accusing the platform of withholding payments owed to its artists.