![]() We had to work with the whole music industry to create something that never existed before, and that takes a little bit of time.”įor UMG, the deal gives the music giant - which owns labels like A&M Records, Blue Note Records, Capitol Records, Decca, Def Jam Recordings, Deutsche Grammophon, Island Records, Motown and Polydor and represents artists as diverse as Avicii, Bob Marley, the Beatles and Justin Bieber - the ability to collect royalties when its artists are played on the platform, and to use SoundCloud’s marketing tools for further promotion. “There is no off-the-shelf solution for licensing for this. “We are really trying to create a plaform that embraces all kinds of creativity, something that never existed before,” Alexander Ljung, SoundCloud’s CEO and co-founder, said in an interview with TechCrunch. ![]()
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