The “First on SoundCloud” artist accelerator program features 9 breakout emerging artists celebrating their “first” major career milestones with original, collaborative projects co-created by SoundCloud. We spoke with Leon Sherman, editorial lead at SoundCloud, a few days after the show to find out more about the program, and what’s in store for the future.
ONE37pm: We know that this “First on SoundCloud” project is something that you guys are very passionate about. Could you give a little more detail about this program?
Sherman: The program itself has been going on since 2018, and it’s a correlation between SoundCloud and discovery essentially. It is very much well known by the rising stars that you see today whether it’s Lil Uzi, Billie, or Chance, etc., and we wanted to carry on that mantle that you see from SoundCloud with this program. It started in 2018 with Little Simz and Kehlani and moved on to the likes of Lil Tecca and Baby Rose. Then in 2021, we wanted to figure out how Soundcloud could have more skin in the game of discovery. There are a lot of rising artist programs out there, and with us, we wanted to work with the artists over the course of one year. We are working on creative first projects with these artists, and for SoFaygo that was his first show.
We actually work with the artists—we don’t just want to give them a list of things to do for us. It’s more of a “let’s work together” scenario because that is how you get the most out of an artist. You get the best content and you have an artist that’s engaged. That was something that was really important to us, and a new aspect is that it goes on for the full year. We are putting our money where our mouth is, and we’re hoping to support our artists through our own platform through these career first milestone projects that all of the artists will overtake over the next six months. We feel really excited about this, and it’s very special!