SoundCloud’s announcement in February 2020 that it had secured $75 million investment from SiriusXM.
SiriusXM took a minority stakeholding in SoundCloud as a result of the investment and SoundCloud said at the time that it would use this additional investment to “accelerate its product development and enhance the services that fuel its global community of creators and listeners”.
The Lookout originates from SoundCloud’s popular hip-hop discovery playlist The Lookout by SoundCloud and the new and exclusive SiriusXM program also aims to surface breaking hip-hop artists who are launching their careers on SoundCloud.
Music journalist and SoundCloud curator Sowmya Krishnamurthy will serve as host of the weekly show.
Since launching in 2019, SoundCloud says that The Lookout has grown to become “the premiere destination” for discovering rising stars in hip-hop.
The Lookout has previously spotlighted artists like Pop Smoke, Megan Thee Stallion, Roddy Ricch, Lil Tecca, Rod Wave and more.
“We couldn’t be more excited to join forces with SiriusXM to launch The Lookout by SoundCloud and introduce some of the hottest emerging hip-hop talent on SoundCloud to a new audience on SiriusXM’s Hip-Hop Nation.”
Caiaffa, SoundCloud
Caiaffa, Interim Head of Music at SoundCloud, said: “The Lookout connects new, rising artists to listeners who are eager to discover what’s brand new and hot in music before everyone else – helping the artists gain traction through new fans and build their profiles.
“As part of SoundCloud’s commitment to helping artists grow their careers both on and off the platform, we couldn’t be more excited to join forces with SiriusXM to launch The Lookout by SoundCloud and introduce some of the hottest emerging hip-hop talent on SoundCloud to a new audience on SiriusXM’s Hip-Hop Nation.”
“We are thrilled to work with SoundCloud, a like-minded platform that values artist discovery as much as we do, to bring one of their most popular playlists to life on one of our premiere hip-hop channels.”
Scott Greenstein, SiriusXM
Scott Greenstein, President and Chief Content Officer, SiriusXM, added: “SiriusXM has historically been at the forefront of championing new artists first on radio.
“We are thrilled to work with SoundCloud, a like-minded platform that values artist discovery as much as we do, to bring one of their most popular playlists to life on one of our premiere hip-hop channels, with The Lookout by SoundCloud.
“This show will unearth the freshest new artists and keep our listeners on the pulse of hip-hop.”Music Business Worldwide
