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SiriusXM-owned Pandora is partnering with SoundCloud to launch “The Lookout by SoundCloud,” a brand new station obtainable on Pandora that goals to showcase music from the “hip hop superstars of tomorrow.” Right now’s announcement comes as Pandora’s guardian firm, SiriusXM, just lately partnered with SoundCloud to launch a present of the identical title on its Hip-Hop Nation channel. It’s no shock that SiriusXM is becoming a member of forces with SoundCloud throughout its properties, as the corporate invested $75 million in SoundCloud final 12 months.
The Lookout by SoundCloud options new artists weekly, like Toosii, Sheff G, Metro Marrs, Younger Devyn, $NOT, Dro Kenji, Cico P, Flo Milli, Nevi, SoFaygo, Isaiah Rashad, Sleepy Rose and extra. The station options songs heard on the SiriusXM SoundCloud present.
“With successful slot on SiriusXM’s Hip-Hop Nation and now a brand new residence on Pandora, SoundCloud’s high playlist, ‘The Lookout’, is the go-to supply with the biggest digital audio attain for followers to find the most effective in breaking hip hop,” stated R. Caiaffa, the interim head of music at SoundCloud, in an announcement. “Becoming a member of forces with Pandora to broaden ‘The Lookout by SoundCloud’ amps up our shared dedication to assist the rising hip-hop artist group to get heard and found.”
The brand new station originates from one among SoundCloud’s hottest playlists, ‘The Lookout,’ which launched in 2019. The playlist has since grow to be a well-liked vacation spot for locating the following technology of rising stars in hip hop.
SiriusXM notes that The Lookout has spotlighted a few of as we speak’s greatest artists in hip hop earlier than they turned family names, together with Pop Smoke, Megan Thee Stallion, Roddy Ricch, Rod Wave and extra.
It’s clear that SiriusXM is seeking to appeal to extra youthful listeners throughout its choices with its numerous partnerships with SoundCloud. Moreover, SiriusXM just lately launched a TikTok Radio channel, which options TikTok creators as channel hosts, in one other push to seize a youthful viewers. The station is designed to sound like a radio model of TikTok’s “For You” feed.
Over the previous few years, SiriusXM and Pandora have additionally struck offers with Simplecast and Stitcher to grow to be extra aggressive in each music and podcast streaming. Most just lately, SiriusXM partnered with audio leisure manufacturing studio Audio As much as develop new authentic scripted podcasts.
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