SoundCloud launches Ascending artist development programme

Initially launched as a pilot in the UK with artist Kenya Grace in March 2023 and expanded to the US with Odetari in August 2023, Ascending highlights and accelerates the journeys of artists who have gained organic traction on the platform and are on the brink of a breakthrough.

Ascending provides selected artists a tailored month-long support package aimed at maximising their visibility and impact at just the right moment. The package includes billboards in key locations such as New York City, London, and Los Angeles, curated playlists, engaging social media content, premier on-platform exposure, and strategic growth marketing efforts. The programme is customised to each artist, ensuring they receive optimal support to maximise their release, amplify their reach, and connect with new audiences.

According to SoundCloud, on average, artists in Ascending see approximately a 60% increase in followers during their month in the programme, a growth rate that’s approximately 40% higher than in the previous month. Additionally, their streams nearly double during their time in the programme.

To qualify as an Ascending artist, you must be a Next Pro subscriber, a signed artist releasing new music during the promotion month, and demonstrate rising engagement or stream growth on the platform.

To celebrate the official launch of Ascending, SoundCloud is spotlighting its September Ascending artist, Laila! The Brooklyn-born Laila!, aka Baby Genius, is a one-girl band. The 18-year-old polymath writes, produces, and sings, and has already crafted an oeuvre that is at once nostalgic and refreshing.

“Discovered by SoundCloud’s A&R Talent Identification team last year, Laila! has taken the music world by storm with her distinctive sound and undeniable talent,” SoundCloud said.

Since April 2024, Laila!’s global weekly streams have surged from 1.6 million to 6 million, and her latest single, ‘Not My Problem’, has racked up over 44 million streams globally across all streaming platforms since its June 2024 release. In just the last 90 days, Laila!’s SoundCloud followers have grown by 102%, with her global streams up by 104% across all streaming platforms.

“I’m excited to be a part of Ascending’s inaugural program,” Laila said. “The support from SoundCloud has been amazing and with the release of my first album Gap Year on 6 September, this is gearing up to be a September I will always remember.”

Previous Ascending artists include Mochakk, Good Neighbors, Cassö, Shaboozey, Barry Can’t Swim, Hannah Laing, TiaCorine, Sammy Virji, Teezo Touchdown, Issey Cross, Odetari, Essosa, Jazzy, Sam Girling, Strandz, and Kenya Grace.

SoundCloud added: “We are dedicated to helping artists get heard, get fans, and get paid. Ascending embodies this commitment, using our platform's unique capabilities to support artists like Laila! in reaching their full potential. By leading and innovating in music discovery, we’re making sure the next generation of talent is not only heard but celebrated.”