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Lauren Wirtzer-Seawood, SoundCloud’s Chief Content and Marketing Officer, exits company

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Lauren Wirtzer-Seawood has exited her function as Chief Content material & Advertising Officer at SoundCloud, the exec has confirmed to MBW.

Wirtzer-Seawood joined SoundCloud in June 2021, employed by then-CEO, Michael Weismann.

Previous to becoming a member of SoundCloud, she was the President of well-capitalized distributor and providers firm, UnitedMasters, the place she labored for 2 years.

Earlier than becoming a member of UnitedMasters, she was Head of Music Partnerships at Instagram (between 2015 and 2019), and held roles at corporations together with Beyoncé’s Parkwood Leisure and online game agency Zynga.

At New York-headquartered SoundCloud, Wirtzer-Seawood was broadly considered one of many firm’s most influential executives working beneath Eliah Seton, who was promoted from President to CEO of the agency in March.

Wirtzer-Seawood advised MBW: “Finally, I got here to [SoundCloud] to assist rework the corporate and set it on a path towards success.

“After practically two years of constructing groups, processes, and priorities – and hiring some actually stellar folks – it was time to maneuver on. I’ve little question that Eliah, the exec workforce and the board will drive huge success for SoundCloud within the very close to future.”

A supply at SoundCloud advised MBW: “Lauren got here to SoundCloud to assist evolve/rework from an open audio platform to a music neighborhood.

“Now that the corporate is firmly on that path and she or he employed an unimaginable workforce to take it into the long run, she determined it was the suitable time to depart.”

“After practically two years of constructing groups, processes, and priorities – and hiring some actually stellar folks – it was time to maneuver on.”

Lauren Wirtzer-Seawood, SoundCloud

Final week, SoundCloud introduced that it had struck a brand new licensing settlement with indie music group, Merlin.

The deal provides among the world’s largest impartial labels and their artists the chance to earn royalties from SoundCloud through the platform’s “fan-powered royalties” (FPR, aka user-centric) payout mannequin.

Eliah Seton, Chief Govt Officer of SoundCloud, mentioned on the time: “At SoundCloud, we’re dedicated to being artist-first. The FPR mannequin makes streaming royalties extra equitable, helps artists profit immediately from their followers, and opens the door for extra significant fan-to-artist connection.

“I’m thrilled that Merlin’s extraordinary neighborhood of impartial labels and distributors, and by extension their artists, will now profit.”

The “fan-powered” mannequin was on MBW’s lips final week, following the information that AI music-making instrument, Boomy, had seemingly been utilized by streaming fraudsters to create tracks that had been then uploaded to Spotify and performed through stream farms.

A swap away from the dominant “professional rata” streaming payout mannequin and in direction of “fan-powered”, say the latter mannequin’s advocates, would neuter a lot of the present business incentives fuelling streaming fraud.

SoundCloud at this time (Could 8) introduced its newest innovation: a ‘Followers’ instrument that allows artists to immediately message their superfans on the platform.


In February 2023, SoundCloud expanded its artist providers enterprise globally by coming into right into a three way partnership with Jax Jones’ and Dan Stacey’s UK-based, dance-focused report label, WUGD (What You Gonna Do) Ltd.

That constructed on an artist-signing three way partnership with Strong Basis, the administration and inventive providers arm of QC Media Holdings.Music Enterprise Worldwide

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