TMW Case Study #003 | Transformation at the Speed of Sound

Oct 9, 2024

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Transformation at the Speed of Sound

The Martech transformation that contributed to SoundCloud’s successful growth in 2023/24


If you’ve ever searched for new music on the internet, then you’ve likely heard of SoundCloud. The company was originally founded in 2007 as a way for music artists to connect with other creators; over time, it’s become one of the go-to platforms for empowering creators to connect with their fans through music. In many ways, SoundCloud has heralded the era of audio streaming, pioneering a category now populated with some of the most popular platforms on earth, including Spotify, Apple Music, and YouTube Music.

Despite SoundCloud’s popularity and pioneering legacy, it didn’t achieve profitability until 2023. The pivot from content distribution via physical formats – think vinyl and CDs – to digital streaming was tough to manage for everyone involved in the music industry. Streaming flipped the established economics of music on its head, and for SoundCloud, it birthed a complex business spanning both B2C and B2B business models.

So, how did Martech transformation help turn this streaming pioneer into a profitable business? And how did SoundCloud completely revolutionize its marketing stack in less than 18 months?

To answer those questions, The Martech Weekly sat down with Hope Barrett, Director of Product Management, Marketing Technology at SoundCloud. Hope has a broad role at the company, with responsibility for the Martech stack, performance marketing, marketing analytics, and SEO, all extremely important elements in the company’s drive towards profitability.

Hope’s responses have been edited for clarity and congruence.

  • Part I: Setting and Context
    • An early internet streaming pioneer
    • Challenges to achieving profitability
    • How SoundCloud monetizes its platform
  • Part II: The Challenge
    • A lack of trust in data
    • Antiquated systems and technical debt
    • Building a modern Martech stack
  • Part III: The Process and Outcomes
    • The catalyst: A culture shift
    • Gaining alignment across the company
    • Achieving trust in SoundCloud’s data
  • Part IV: Reflections
    • The power of speed and momentum
    • Using Martech vendors as an extension to the team
    • Culture and communication are key

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Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.

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