SoundCloud is kicking off a new show called “The Lookout by SoundCloud” exclusively in SiriusXM’s Hip-Hop Nation on Thursday evening (April 22nd) at 9 p.m. ET.
The launch of the new show follows SoundCloud’s February 2020 announcement that SiriusXM has received a $ 75 million investment.
SiriusXM took a minority stake in SoundCloud as a result of the investment, and SoundCloud said at the time it would use that additional investment to “accelerate its product development and improve the services that fuel its global community of developers and listeners.”
The Lookout is taken from SoundCloud’s popular hip-hop exploration playlist The Lookout by SoundCloud. The new and exclusive SiriusXM program also aims to discover groundbreaking hip hop artists starting their careers on SoundCloud.
Music journalist and SoundCloud curator Sowmya Krishnamurthy will host the weekly show.
According to SoundCloud, Since launching in 2019, The Lookout has become the “premiere destination” for discovering rising stars in hip-hop.
The Lookout has previously put the spotlight on artists like Pop Smoke, Megan Thee Hengst, Roddy Ricch, Lil Tecca, Rod Wave and more.
“We couldn’t be more excited to join SoundCloud’s SiriusXM The Lookout to bring some of the hottest emerging hip-hop talent on SoundCloud to new audiences in SiriusXM’s hip-hop nation.”
Caiaffa, Interim Head of Music at SoundCloud, said, “The Lookout connects new, emerging artists with listeners who want to find out what’s brand new and hot in music before anyone else – and help artists gain a foothold with new fans and create their profiles.
“As part of SoundCloud’s commitment to helping artists advance their careers both on and off the platform, we couldn’t be more excited to join SoundCloud’s SiriusXM The Lookout and some of the hottest hip hop emerging talent Introducing on SoundCloud to a new audience in SiriusXM’s Hip-Hop Nation. “
“We’re excited to partner with SoundCloud, a like-minded platform that values artist discovery as much as we do, to bring one of their favorite playlists to life on one of our first hip-hop channels.”
Scott Greenstein, SiriusXM
Scott Greenstein, SiriusXM President and Chief Content Officer added, “SiriusXM has a history of leading the way in promoting new artists on the radio first.
“We’re excited to partner with SoundCloud, a like-minded platform that values artist discovery as much as we do, to bring one of their favorite playlists to life on one of our earliest hip-hop channels with SoundCloud’s The Lookout.
“This show will spot the freshest new artists and keep our listeners on the pulse of hip-hop.”Music business worldwide