Supporting audio creators to build fan communities

Bringing audio creators & fans closer

Mixcloud is known for its diverse catalog of 50 million radio shows, DJ mixes, and podcasts. A niche among the big streaming platforms, it's home to over a million audio creators, from community radio stations like NTS to DJ's like Lefto and John Digweed, and attracts millions of loyal listeners worldwide. As a user generated platform, anyone can upload long-form audio content for free, supported by a fair and legal streaming structure that ensure royalties go to the right place.

While Head of Communications at the London-based company from 2018 to 2020, I was the lead across all marketing and communications during a period of transition for the business. One of my key objectives was to launch Mixcloud Select, now known as Creator Subscriptions. Aiming to redefine the digital fan club of audio, Mixcloud Select marked a strategic pivot toward a more sustainable business model for the company.

"Mixcloud Select puts creators in control and brings passionate people closer to the communities and culture they care about."

In 2018, platforms like TikTok, Twitch, and Patreon were just taking stride. Mixcloud was working on launching a pioneering concept for audio streaming. The subscription service allowed its most active creators to enable a membership to their channel, meaning fans could choose to financially support them, much like a virtual tip jar. In exchange, creators could reward their loyal listeners with exclusive content and perks.

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The first wave

I came on board to orchestrate a go-to-market strategy, roll out an integrated marketing campaign, and drive press coverage. I began with developing a narrative the tactfully and clearly communicated what Mixcloud Select was, positioning its benefits towards for creators and fans, and integrating this across the platform with the product team.

Next, together with the community team, we developed a campaign that partnered with creators, putting them in the spotlight as our ambassadors. The launch began in a closed live beta, launching with an initial 'first wave' of 47 creators, allowing for real-time feedback and iterative product development. I also managed Mixcloud's social channels and PR efforts, generating significant buzz across the tech and music industry.

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At first, we took a hand-held approach to partnering with and training creators to leverage the product for growth potential. Gradually, we developed feedback and insights into more scaleable materials and programs that helped creators get the most out of Select.