In the Mix: How Mixcloud Blurs the Line Between Radio and Online Content For User Friendly Streaming Experience

In terms of user-enabled music services, Mixcloud towers above its contemporaries. The audio-streaming platform originated in the United Kingdom with the intent to provide long- form radio style content. Its founders Nico Perez and Nikhil Shah met at Cambridge University and collectively quit their jobs to start this powerhouse audio source.  They were joined by advanced developers, Mat Clayton and Sam Cooke.

Mixcloud successfully blurs the boundaries between broadcasting and streaming. With an expanding addition of interactive long form content, they enable a user-friendly musical niche. Initially, they commenced operations through an invite only beta root that marketed itself through Twitter. This methodology led to an upstart of nearly 100 plus users every day. As an emerging tech cluster, Mixcloud provides radio that facilitates content throughout all facets of life and bridges the intersection of radio and online material.

A Perfect Merger

Astoundingly, Mixcloud maneuvered widespread growth with only thirteen employees (as of 2016.) These committed workers displayed magnificent ambition, picked up side hustles and poured all additional funds back into the grand scheme of the company. Rather than making a major splash early, Mixcloud functioned by setting their base within the low-cost area of Wembley in Northwest London. To keep the service alive, their employers utilized the method of ‘bootstrapping’ and funneled existing resources in a financially stealthy manner. Besides a few UK government grants, Mixcloud refused to accept any outside funding since its inception in July of 2008.

Their financial discipline spoke volumes as their employees maintained a frugal and lean mindstate to ensure resilient endurance. Ultimately, this strict monetary regimen attracted the attention of investors. The ability to prove itself capable on a limited funds basis paid dividends for this brilliant startup service. Recently, it confirmed a licensing deal with Warner Music Group and WndrCo. Collaboratively, Mixcloud and WndrCo raised nearly 12 million dollars and as a result gained two influential individuals to assist within the process. These WndrCo partners go by the names of Ann Daly (former President of Dreamworks Animation) and Anthony Saleh (investor, manager of hip-hop stars Future, Nasir Jones.)

Wide Horizons

Rightfully so, many have wondered how Mixcloud managed to retain growth on such a limited basis. All throughout, the service fixated its dedication to the importance of user-created content. Their digital dollars formed as a result of a loyal base of user created content, not merely an algorithm of distributed tunes. From the jump, they set out to overcome a new market as the YouTube of radio. The means by which they accomplished this feat can be attributed to their social, personalised and democratic tactics.

Vivid Roadmap

A well thought-out vision and well- executed process plan yielded an advantageous outcome for this burgeoning resource in the music industry. They have been able to pioneer several new contract licensees to ensure all of their rights holders were paid. Mixcloud ascended under the radar around the same time as Spotify and differs greatly from rise and crash services like Napster and Rdio. They differ from Spotify in the sense that they built a responsible client base and properly allocated funds to their artists before they started to spread themselves too thin. Consequently, they learned to survive on their own and it reimbursed them, tenfold.

Since then, they have grown to host nearly twenty two employees and aim to diversify their platform within the user-centric regions of London and New York. In conjunction with their solid content partners, Mixcloud has relocated its headquarters to the Eastern region of London. Their new service includes premium innovative subscriptions to DJ’s, curators and podcasters. No need to fret though, as their introduction to subscription based models will not affect the existing free service by which they became a household brand name. As a free service, Mixcloud provides a means by which users have a direct relationship with the listener. To monetize their content, Mixcloud grants its users the ability to set variable price points.

By Any Stretch of the Imagination

Certainly, Mixcloud demonstrates the importance of intelligent progression. They reached a maximum inflection point which boosted features, functionality and their tight-knit community. On average, 17 million users listen to Mixcloud services per month. Ten million of those users become available through the owned and operated platform while the remaining seven come as a byproduct of a playable website widget. New features include an offline cache, the ability to see tracklists in advance and a full removal of advertisements. Thanks in part to adequate cash balances accrued to meet total obligations, Mixcloud overcame any initial struggles en route to becoming a powerhouse mogul within the music industry. Their newest consumer offerings lured the likes of SONY, Universal Music Group and Merlin. Notably, their service entertains influencers such as Dutch DJ Tiesto, DJ Carl Cox, Talking Heads frontman David Byrne and London radio station, NTS. The service accomplished major strides within a short span of time and currently holds availability on Chromecast and Sonos, respectively.

1 Comment

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.