Soundcloud opens New York offices, hires ex-Pandora sales veteran to monetise

new york
new york

Soundcloud has announced that its expanding its US operations, by opening new offices in New York. In addition, the music distribution platform has already made its first New York hire – Dan Gerber – previously the National Director of Strategic Partnerships at Pandora. Gerber will take position in the New York office in early June, heading brand revenues and it’s stated that he will “begin to have people on the ground in NYC starting this summer”.

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The news was announced over at the Soundcloud blog today, stating: “Starting from the earliest days of our first Berlin HQ, we’ve built a truly international team, now representing 30 different nationalities. We’ve always wanted to be as close as possible to where the action is… And that’s why NYC is next on the schedule.”

Dan Gerber Recently dubbed European Tech Entrepreneurs of the Year, cofounders Alexander Ljung and Eric Wahlforss began Soundcloud in Stockholm, but swiftly moved operations to a Berlin base, before branching out to San Francisco, London and Sofia.

Up until now, SoundCloud has relied on a freemium model, but the recent Pro Partner announcement in March introduced the concept of brand partnerships, allowing companies access to Premium profiles, including “moving sounds” graphics and potentially creating native audio ads (ie embedded ads similar to YouTube pre-rolls).

That’s where Gerber comes in: “Coming off our Pro Partner announcement, we have been inundated with numerous brands taking interest in our beta. We realised that in order to best serve this community, we had to bring on a professional with the experience to continue to develop partnerships and to strengthen and ignite relationships with high-level decision makers at top companies,” a statement from Soundcloud explained today.

The blog goes on to give a shoutout to NYC startups – interestingly only naming Tumblr, another brand that first ignored advertising as part of its business model, as potential partners. “We’re also excited about getting up close and personal with the rest of the city’s creatives from the worlds of media, fashion, publishing, the arts… and, of course, music and audio,” the blog continues. The company will also be hiring in NYC, so keep it peeled at should you fancy a move Stateside.

Ljung has stated recently that SoundCloud files reach an audience of 200 million people a month, with registered user numbers last reported at the 10 million mark. The company reportedly raised $50 million in funding from investors led by Kleiner Perkins Caufield & Byers in January 2012.

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Image credit: flickr user nosha