Pandora and SoundCloud Partner for New Station

Pandora and SoundCloud Collaborate on New Hip-Hop Station

A new collaboration between Pandora, owned by SiriusXM, and SoundCloud has resulted in the launch of “The Lookout by SoundCloud.” This station, now available on Pandora, is dedicated to featuring emerging artists within the hip-hop genre.

This announcement follows a recent partnership between SiriusXM and SoundCloud, which saw the launch of a show with the same name on SiriusXM’s Hip-Hop Nation channel. SiriusXM’s investment of $75 million in SoundCloud last year underscores the strategic alignment between the two companies.

Spotlighting Emerging Hip-Hop Talent

“The Lookout by SoundCloud” will showcase new artists on a weekly basis. Some of the featured artists include Toosii, Sheff G, Metro Marrs, Young Devyn, $NOT, Dro Kenji, Cico P, Flo Milli, Nevi, SoFaygo, Isaiah Rashad, and Sleepy Rose.

The station’s programming will draw directly from the songs featured on the SiriusXM SoundCloud show, ensuring a consistent experience for listeners across both platforms.

A Shared Commitment to Artist Discovery

R. Caiaffa, SoundCloud’s interim head of music, stated that “The Lookout” playlist is now the leading digital audio source for fans seeking new hip-hop music. The partnership with Pandora will further amplify their dedication to supporting up-and-coming hip-hop artists.

The goal is to provide these artists with increased visibility and opportunities for discovery.

Origins of “The Lookout”

The new Pandora station is based on SoundCloud’s popular ‘The Lookout’ playlist, which was first launched in 2019. Since its inception, the playlist has become a key resource for discovering the next generation of hip-hop stars.

Proven Track Record of Identifying Future Stars

SiriusXM highlights that “The Lookout” has previously featured artists like Pop Smoke, Megan Thee Stallion, Roddy Ricch, and Rod Wave before they achieved widespread recognition. This demonstrates the playlist’s ability to identify and promote future stars.

SiriusXM's Focus on Younger Audiences

SiriusXM is actively working to attract a younger demographic through strategic partnerships. The collaboration with SoundCloud is a key component of this strategy.

Recently, SiriusXM also launched a TikTok Radio channel, utilizing TikTok creators as hosts, to further engage with a younger audience. This channel is designed to mimic the experience of TikTok’s “For You” feed in a radio format.

Expanding Content Offerings

Over the past several years, SiriusXM and Pandora have also established partnerships with Simplecast and Stitcher. These deals aim to enhance their competitiveness in both music and podcast streaming.

Furthermore, SiriusXM recently collaborated with Audio Up to create original scripted podcasts, diversifying their audio entertainment offerings.