Mixcloud Rethinks Internet Radio

By Dave Mainella

Radio is not dead, and Mixcloud is making sure of it.  Mixcloud, in it’s mission to rethink radio, provides a centralized platform for connecting traditional shows, Podcasts, and DJ mixes with the listening audience.  Matching the content demands of the modern and global consumer with the needs of the broadcaster, DJ or otherwise, is a challenging process.  But Mixcloud does it well, and as a result, places the young company in a strong position for internet radio success.

Mixcloud was founded by four friends from Cambridge University in 2008, launching in 2009.  Nico Perez, one of the co-founders, explains, “We had a student radio show and wanted to reach more people.  We used to DJ, and still do today, and we were listening to a lot of DJ mixes and radio shows across the web, through platforms like YouSendIt and iTunes.  But they were scattered around across the web.”

The concept for a focused, one-stop platform full of radio and DJ content grew out of personal frustration.  “There was no YouTube equivalent for radio,” Perez continues, “And so we tried to connect DJs and radio shows with an audience through a centralized point.”

Because of the connection with the DJ space, with personal relationships established in those circles and networks, Mixcloud evolved into a hub for DJs eager to share mixes and sets of music.  Around 90 to 95 percent of content on Mixcloud is music-based, but a growing collection of talk radio promises the option of diversified programming.

Mixcloud has started to work with some terrestrial radio stations, including Kiss FM(UK), Absolute Radio, and XFM.  These relationships are ones Perez hopes to continue to develop.  “Right now we work with a lot of individual DJs, somewhat grassroots-based, and some with larger followings.  Direct to consumer is much easier to do for a startup than building commercial relationships.”

Mixcloud offers a free and easy-to-use platform that allows anyone to broadcast.  Curatorial tools like “popular” and “recommended” categories simplify the process of finding Cloudcasts you might like.  Listeners “follow” favorite DJs and broadcasters to receive updates.  And Mixcloud offers broadcasters links and widgets to help distribute and promote their content.

The service has been very well-received.  Mixcloud, with the release of its iOS app three months ago, announced that they had surpassed 10 million active users across all platforms.

A large part of Mixcloud’s success, and a big reason why it will grow and compete well with other DJ-heavy platforms like Soundcloud, can be attributed to its music licensing agreements.  Mixcloud is licensed by SoundExchange, PRS for Music, and the PPL, requiring that broadcasters submit tracklists along with their Cloudcasts.  Playback of copyrighted material is tracked and reported, ensuring the copyright holders ultimately get paid for the appearance of their original work.

This is an important distinction from something like Soundcloud.  While it comes with its drawbacks – a user can’t stream a song on demand or download the track – the positives will prove beneficial in the long run.  “The artists get compensated and DJs don’t receive take-down notices for uploading unlicensed content,” Perez explains.

There’s an educational element as well.  Perez tells us that there’s some confusion in the DJ community about what needs to be licensed, a lack of information that Mixcloud aims to help remedy.

Keep an eye out for Mixcloud as they continue to clean up the site and solidify a redesign.  A refresh of the main desktop site, dubbed MixcloudX, will we be released at the end of the year.  An Android app, currently in development, is scheduled for release in Q4 as well.