To fix SoundCloud, it must become the anti-Spotify

To fix SoundCloud, it must become the anti-Spotify

Startups die by suicide, not competition. It wasn’t that anyone was stealing SoundCloud’s underground rappers, bedroom remixers, and garage bands. SoundCloud stumbled because it neglected these hardcore loyalists as it wrongly strived to usurp Spotify as the streaming home of music’s superstars.

But four months ago after laying off 40% of its staff, SoundCloud scored a do-or-die investment of $169.5 million that saved the company and brought in a new CEO. Now the question is whether SoundCloud can get back in the groove. I sounded the alarm about SoundCloud’s mishandled headcount cuts, misguided direction, and morale problems, so it feels important to lend some suggestions alongside the criticism.

SoundCloud has something no one else does: the…

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