The Product Podcast
SoundCloud SVP of Product on Leading a Turnaround from Near Collapse to Profitability | Ashok Bania | E261
Mar 26, 2025
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.
45:21
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Quick takeaways
- SoundCloud's successful turnaround was achieved by re-emphasizing a creator-first model, which revitalized its unique identity and community focus.
- The platform leverages AI technology to democratize music production and enhance user engagement, fostering creative collaboration among artists and listeners.
Deep dives
The Evolution of SoundCloud
SoundCloud began as an open platform aimed at enabling artists to upload and share their music without licensing barriers, which allowed it to attract a vibrant community. Over time, the platform faced challenges as it struggled to keep its unique creator-focused ethos amid growing competition from streaming giants like Spotify. By 2015, SoundCloud had amassed over 150 million users but experienced a decline in its distinctive identity, transitioning into a product perceived as a 'Me Too' version of Spotify. A revitalization effort led to SoundCloud becoming profitable after 16 years by pivoting back to a creator-first model, which emphasizes serving artists and fostering community connections.
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