Originally published in The Edge
Playing a track on SoundCloud is never as straightforward as it may seem. Once non-skippable audio promos subside to gift you 30 seconds and an abrupt ending that reminds you of the firm’s perpetually iffy situation with the industry as a whole, the real fun can begin as it catapults you down a mesmerising rabbit hole of what happens when you give seamless distribution and budget creation tools to the most idiosyncratic budding musicians. Entire self-sufficient niches have established themselves, attracting new prey in this very fashion, and singular hits, especially in the dance world, have flourished from silent launches on the platform, but few lasting trends have managed to escape through into more mainstream vistas. PC Music is ready to be the exception. Continue reading “It came from SoundCloud: PC Music’s internet pop invasion”
Xavier Voigt-Hill 