SXM Media, the gross sales group of Pandora father or mother SiriusXM, will proceed to function the unique promoting consultant for SoundCloud within the US into 2024.

That’s the results of a brand new deal between the 2 events, which renews an settlement first struck up between Pandora and SoundCloud in 2018.

The extension permits advertisers and types to proceed buying SoundCloud’s US promoting stock straight by way of SXM Media.

The information arrives three years after SiriusXM acquired a stake in SoundCloud by way of a $75 million funding.

The renewed settlement leverages SXM Media’s direct gross sales capabilities, concentrating on information, audio programmatic product, and revolutionary ad-tech options by way of AdsWizz, a subsidiary of SiriusXM.

A media launch issued right now (January 31) described SoundCloud as “the one music platform at scale that allows direct connection between artists and followers”, noting that SoundCloud counts 130 million “engaged followers”, plus 40 million artists on its service.

Collectively, SoundCloud and SiriusXM’s mixed U.S. choices reaches greater than 150 million unduplicated listeners, stated the discharge.

SoundCloud promoting stock will now be accessible by way of AudioGO, AdsWizz’s self-serve promoting platform for small and medium-sized companies and advertisers.

“We’re excited to increase our SXM Media relationship and proceed bringing revolutionary and inventive music-first model choices to advertisers,” stated Vanessa Baria, Vice President, Income Partnerships & Operations at SoundCloud.

“By tapping into SoundCloud’s multicultural and Gen Z artist and fan communities, manufacturers may be on the forefront of music and artist discovery whereas being a serious a part of an artist’s journey from the primary add and past.”

“We’re thrilled to proceed our profitable relationship with SoundCloud and assist advertisers of all sizes attain SoundCloud’s viewers of younger, influential listeners and creators,” stated Phil Wierzbinski, VP of Income Partnerships at SXM Media.

“Our work with SoundCloud offers manufacturers entry to the biggest promoting market in digital audio with the revolutionary tech and inventive options to again it up. In reality, since 2019, we’ve seen the variety of manufacturers on SoundCloud improve by 20x.”Music Enterprise Worldwide