• by Colin Kirkland , February 1, 2023

Music streaming platforms SoundCloud and Pandora have renewed their original 2019 advertising sales agreement with SXM Media, the sales group of broadcasting service SiriusXM. The exclusive advertising deal will continue into 2024, enabling advertisers and brands to continue purchasing SoundCloud U.S. advertising inventory directly through SXM Media.

The agreement leverages SXM Media’s direct sales capabilities, targeting data, audio programmatic product and ad-tech solutions through AdsWizz, a subsidiary of SiriusXM.

In a recent statement, SXM Media highlights SoundCloud’s unique position as a platform directly connecting artists and fans, 80% of which identify as Gen Z or Millennials.

SoundCloud currently has 130 million fans and 40 million artists, and has helped the early careers of artists including pop stars Billie Elish and Doja Cat.

SoundCloud advertising inventory will now be available via AudioGO, AdsWizz's self-serve advertising platform for small and medium-sized businesses and advertisers.

The company says this new offering will allow agencies and small and medium-sized businesses to easily reach SoundCloud's audience and take advantage of AudioGO’s targeting across demographics and listening interests and habits.

AudioGO will be the only self-serve platform where advertisers can access SoundCloud U.S. advertising inventory.

Phil Wierzbinski, vice president of revenue partnerships at SXM Media, says that since 2019, the number of brands on SoundCloud has increased by 20 times.

This agreement marks the latest collaboration between SiriusXM and SoundCloud.

Almost two years ago, SoundCloud launched “The Lookout by SoundCloud” station, which spotlighted the next wave of hip-hop stars on Pandora and SiriusXM's “Hip-Hop Nation” channel.