Since its inception, SoundCloud has been a disruptor in the music industry. As one of the world’s largest online communities of artists, bands, DJs, and audio creators, SoundCloud remains an advocate for independent musicians.
By lowering the technological barriers of entry, SoundCloud ushered in a wave of decorated recording artists, such as H.E.R. (Emmy, Grammy and Oscar Award winner), Billie Eilish (Grammy and Oscar Award winner), FINNEAS (Grammy and Oscar Award winner), as well as Chance The Rapper (Grammy Award winner), all of whom have shaped the industry as we know it.
Even singer-songwriter Kehlani’s career has roots in SoundCloud, having earned their first Grammy nomination (Best Urban Contemporary Album) for the 2015 mixtape You Should Be Here, which caught fire on the streamer. But SoundCloud’s connection to rising talent does not stop there. Lil Yatchy, Playboi Carti, Rico Nasty, Lil Uzi Vert, as well as the late musicians XXXTentacion and Juice WRLD, have all been heralded as pioneers in their own rights, pushing for the expansion of hip-hop thanks to the innovative sonics heard in their SoundCloud releases.
However, as streaming services become more densely populated with rising acts, SoundCloud is stepping in to assist in another way. While the streamer continues to build out its algorithm to help connect creators to their ideal listeners, SoundCloud wants to advocate for artists outside of the platform by way of its Ascending initiative.
Described as a “global emerging artist spotlight program,” Ascending steps in to assist artists with creative development, marketing & promotion, as well as data-backed strategy planning. Back in September 2024, the program publicly launched with inaugural Ascending artist Laila!. Now a year removed from its start, Ascending has mentored acts such as Shaboozey, Jordan Adetunji, SAILORR, Kenya Grace, Cassö, Hannah Laing, Honestav, 1900Rugrat, Josh Baker, BabyChiefDoIt, and more.
Following the program’s one-year anniversary, I had a chance to speak with SoundCloud’s Music Marketing Lead, Chris Milo, who oversees the Ascending program. During our conversation, we discussed SoundCloud’s impact in the streaming landscape, the Ascending program’s mission, and more. Read our full interview below.
SoundCloud has carved out a unique niche for itself as a technological innovator in the music industry. Hell, your name has been used to define an era where independent artists (such as Chance The Rapper, Lil Uzi Vert, Kehlani, H.E.R., etc) took back control. It could be said that, as a company, you are in a rather comfortable position. But you are looking to challenge yourself by stepping beyond your technological dominance to build out a global artist development program. What inspired the birth of ‘Ascending’?
SoundCloud has always been a place where artists can share their music on their own terms, and that freedom has led to the rise of an entire generation of groundbreaking talent. From the earliest days, we’ve seen how a single upload can spark a movement, launch a career, or connect an artist with a global audience. That organic discovery – that raw, unfiltered creativity is still at the heart of SoundCloud today.
Ascending was born out of a desire to not only celebrate that moment of pressing “upload,” but to actively support and invest in the artists behind it.
Each month, Ascending spotlights a rising artist who embodies the spirit of SoundCloud: unique, fearless, and authentic. These creators are often discovered in unexpected places. Whether it’s a breakout track, a raw demo, or something entirely unexpected, the common thread is undeniable talent and vision. In many ways, Ascending is a reflection of who we are as a company. We are deeply connected to culture, driven by discovery, and always putting creators first. It’s our way of saying: we see you, we believe in you, and we’re here to help amplify your journey.
You’ve successfully ushered several ‘Ascending’ artists through the programming, including Laila!. What would you say has been the most eye-opening moment? From your perspective (the streamer) or something an ‘Ascending’ learned along the process.
One of the most eye-opening parts of building Ascending has been seeing just how transformational real visibility and support can be for an emerging artist – sometimes in ways that go beyond what we anticipate. Take Laila!, for example. From the moment we heard her music, we knew she had something special. The real turning point came with her selection for Ascending — it wasn’t just about exposure, but about being recognized and celebrated by the very platform that she grew up on and shaped her musical journey.
Seeing herself on a billboard in her hometown and in Times Square as the face of SoundCloud wasn’t just a milestone – it was a moment of validation. And that kind of visibility can be life-changing.
It reaffirmed exactly why Ascending exists. We talk a lot about discovery, but what we’ve come to realize is that the power of belief is where discovery begins. When we spotlight an artist, it’s more than promotion – it’s a message to the artist and the industry: you belong here.
Many Ascending artists have told us that the program gave them the confidence to invest in their craft, build a team, and think bigger. That’s what makes it so rewarding: knowing that while SoundCloud has always been about access, we also have the power to help create real momentum at pivotal moments in an artist’s journey.
What do you look for when selecting an ‘Ascending’ artist? The program outlines things such as being a Next Pro subscriber, their organic growth on the platform, and the timing of their music releases. But is there anything else aspiring ‘Ascending’ artists should keep in mind for consideration?
Selecting an Ascending artist starts with those already building a community on SoundCloud. Additional signals include being a Next Pro creator, organic growth on the platform, and timing of music releases beyond the metrics. What we really look for is a strong creative point of view and a self-driven sense of momentum.
We’re drawn to creators who are carving out their own lane – those who are experimenting, building community, and consistently developing their sound and story. You don’t need to have it all figured out, but we look for artists who are showing up intentionally for themselves and for their audience. Whether it’s through their music, comments, DMs, or how they engage with fans, authenticity always stands out.
So for any aspiring Ascending artists: stay focused on developing your craft, building real connections, and using the platform to share your journey. We’re always tuned in.
More often than not, artists overlook the business aspect of the music industry. Speaking from the streamer’s perspective, what is the most important piece of marketing advice you can offer rising independent acts?
One of the most important pieces of marketing advice I can give to rising independent artists is: don’t just build an audience – build a community. And SoundCloud is one of the few platforms where you can truly do that in real time.
Unlike other platforms where your listeners might feel like just a number, SoundCloud gives you direct access to the people engaging with your music. You can reply to comments, message fans, ask for feedback, and actually have a direct conversation. That kind of access isn’t just valuable – it’s powerful.
SoundCloud is also a unique place to trial your music, test what’s resonating, and adapt quickly. You can upload a track, gauge audience reactions in real time, and use those insights to refine your sound, sharpen your messaging, or build a campaign around what’s naturally connecting with fans.
In a landscape where attention is everything, that direct line to your audience is one of your biggest assets. Use it to learn, connect, and grow – not just as a creator or artist, but as someone building a brand and a business.
Lastly, how can artists truly maximize the potential of SoundCloud’s user base to grow their audience?
To truly maximize the potential of SoundCloud’s user base, artists should think of the platform not just as a place to release music, but as a launchpad for strategy and storytelling.
SoundCloud can help you identify your core audience early – not just by looking at play counts, but by digging into listener insights: where your fans are, what tracks they’re replaying, how they’re engaging. That kind of data can help inform everything from tour stops to release timing to social content strategies.
Collaborating with other SoundCloud creators, engaging in genre or scene-specific communities, or even uploading alternate versions or early demos can help you build visibility in a more grassroots and authentic way.
Ultimately, the artists who grow fastest on SoundCloud are the ones who treat it like a two-way channel – constantly experimenting, sharing, connecting, and evolving in public with their audience. It’s not just about dropping a track and waiting – it’s about starting a conversation and building momentum with intention.
To learn more about the Ascending program, click here. To listen to SoundCloud’s Ascending playlist, click here. ENVERT is on SoundCloud. Connect with us here.
