Music streaming platform SoundCloud is partnering with underground event brand Brownies & Lemonade to further support music discovery and artist development.
SoundCloud has long had a reputation as a cornerstone streaming platform for artists looking to make their big break, and Brownies & Lemonade’s penchant for showing off up-and-coming talent at their lively events is rarely matched.
These two brands will support emerging musicians with an artist spotlight series and specially curated playlists, including the aptly named, “Brownies & Lemonade’s Move Makers.”
The playlist partnership will feature quarterly and weekly Brownies & Lemonade (B&L) nominated artists, with SoundCloud helping to promote them across their channels.
The SoundCloud-B&L collab will also facilitate the re-launch of Brownies & Lemonade’s Open Aux Arcade on Twitch.
The live stream will return on July 11 at 7PM PT, where Brownies & Lemonade’s creative director Chad Kenny and producer RamonPang will provide live feedback on demos and exclusive submissions sent in from SoundCloud in real-time.
Artists looking to submit their demos to be featured on these projects can do so by accessing the “#info” channel on Brownies & Lemonade’s Discord server.
“SoundCloud is, and has always been, the place for emerging artists to develop and thrive. That’s why electronic dance music is so big on our platform,” said Emmy Lovell, SoundCloud’s global head of music. “From exclusive remixes and sets, to identifying new sounds coming out of the genre, EDM is a part of our DNA.”
Lovell added, “I’m so thrilled to be taking our relationship with Brownies & Lemonade to the next level, and I look forward to seeing where our shared commitment to artist growth takes us.”
Featured image from Brownies & Lemonade. Credit: Eric Dew.
