In this engaging discussion, Ashok Bania, SVP of Product at SoundCloud, shares his journey through notable tech giants like Spotify and Lyft. He reveals the challenges SoundCloud faced on its way to profitability after years of struggle. The conversation dives into innovative AI applications for music discovery and how they enhance community engagement. Ashok emphasizes prioritizing creator needs while developing product strategies, highlighting the delicate balance between profitability and artist growth in the competitive streaming landscape.
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question_answer ANECDOTE
SoundCloud's Shift and Return
SoundCloud, initially an open platform, lost its way by trying to compete with Spotify's streaming model.
The company shifted focus and forgot its core value proposition: serving creators.
insights INSIGHT
Artist Needs and SoundCloud's Value
Artists primarily seek validation for their music, especially from other artists.
SoundCloud helps artists gain exposure, convert listeners into fans, and eventually monetize their work.
question_answer ANECDOTE
Artist-to-Artist Validation
Artists often seek initial validation from fellow artists, creating a unique dynamic.
SoundCloud noticed artists organically building fan bases by engaging with other artists' followers.
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In this episode, Carlos Gonzalez de Villaumbrosia interviews Ashok Bania, Senior Vice President of Product at SoundCloud.
SoundCloud is the original open platform that disrupted the music industry alongside Spotify, providing massive distribution to millions of artists, including superstars like Billie Eilish and Post Malone. It's a free music app available on web and mobile that connects DJs and singers with over 150 million fans worldwide. After a period of strategic shifts, SoundCloud became profitable for the first time in 16 years.
Ashok oversees product strategy, growth, and monetization at SoundCloud. He has a proven track record of building successful consumer subscription products and marketplaces at companies like Spotify, Lyft, Tumblr, and Headspace.
In this episode, we'll explore SoundCloud's turnaround from near collapse to profitability, specific AI use cases that enhance music discovery and community engagement, and Ashok's unique approach to product development and growth strategies.
What you'll learn: - Ashok's journey to becoming SVP of Product at SoundCloud and his insights on the platform's transformation. - The challenges and strategies involved in revitalizing a global, open music platform. - How to prioritize features and innovations in a fast-paced, creator-centric environment. - The future of music technology, including AI-powered remixes and personalized discovery.
Key Takeaways👇: - Creator-First Approach: Ashok emphasizes the importance of catering to both established and emerging artists through innovative tools and distribution methods. - AI-Driven Music Experiences: SoundCloud is leveraging AI to enhance music discovery and enable community-driven remixes, generating over 1,400 submissions in recent contests. - Mission-Based Team Structure: Ashok highlights the shift towards organizing teams around specific missions rather than traditional product divisions to solve core user needs.
The Product Podcast