SoundCloud strikes playlisting partnership with Triller

The deal will see SoundCloud-curated playlists featured on the Triller app Music Discovery page. SoundCloud boasts a huge catalogue of music with more than 250 million tracks from 30 million creators, and the deal is expected to give its emerging artists more exposure.

Users can link their SoundCloud profile to Triller, offering followers seamless transition between the two platforms. Fans can also donate to their artists using SoundCloud’s direct-to-artist payments system.

“With a shared goal of showcasing established and emerging talent, this partnership puts artists first – just like Triller does,” Triller CEO Mahi de Silva said. “In front of a global audience, emerging artists will now have the opportunity to develop a Triller fan base that is empowered to create, share and connect.”

SoundCloud says the playlists will be updated monthly by music teams at Repost, and all tracks are available for Triller creators to use in their own video content within the app.

The move follows Universal Music Group’s abrupt exit from Triller in February, after it accused Triller of withholding payments owed to its artists. “We have no alternative except to remove our music from Triller, effective immediately,” the label said at the time. Triller has denied withholding payments from UMG artists. The company also argued that it did not need UMG to continue its operations.

Triller has been downloaded more than 300 million times, with celebrities like Eminem, Alicia Keys, Cardi B and Roddy Ricch using the app to create their own music videos.

SoundCloud and Triller join online beat marketplace Airbit, which recently launched a playlist to promote producers. The Airbit playlist showcases producers’ beats and sounds, and aims to help them reach more artists on and off the beats marketplace.