SoundCloud has selected The Goat Agency‘s U.S. arm as its influencer agency of record following a competitive pitch process. The Goat Agency, part of WPP Media, will lead the music streaming platform’s influencer and creator marketing efforts in the United States.

SoundCloud initiated its search for a U.S. influencer agency of record in late 2025. The platform, available in 190 countries, sought to consolidate its Influencer Marketing under one agency to strengthen cultural relevance and authority, according to the announcement.

Building Creator-Led Storytelling

Under the new arrangement, The Goat Agency will work to position SoundCloud at the forefront of music culture through a narrative-driven, storytelling approach to influencer content. The agency will also build an ambassador network of creators and artists to support long-term brand advocacy and drive growth of Artist Pro subscriptions.

Campaigns will run across TikTok, Instagram, and YouTube, with the first wave of influencer activity scheduled for June 2026.

Gregg Tobin, Head of Account Management at Goat U.S., said the full-funnel scope fits the agency’s core competencies. “The full funnel brief, starting with building cultural relevance all the way through to driving subscriptions, is exactly in our wheelhouse, and we’re empowered to stretch ourselves creatively, strategically, and in the types of media we use,” Tobin said.

Integrated Capabilities Drive Selection

SoundCloud selected The Goat Agency on the strength of its capabilities across influencer strategy, insights, discovery, campaign delivery, paid media, production, and social media management. The agency’s position within WPP Media’s network also enables an integrated approach that extends to digital out-of-home, retail media, programmatic, and commerce.

The appointment extends Goat’s U.S. growth push under its “Influence Everywhere” mission, launched in 2025 to scale influencer content across more markets, platforms, and media placements. Global President Alex Burgess said in March that the Influencer Marketing industry grew approximately 36% in 2025, citing IPA data. 

The Goat Agency operates with more than 650 social and influencer professionals across 37 markets. Its current client roster includes American Airlines, Dell, EY, NBCUniversal, NIVEA, and Wendy’s.

SoundCloud hosts more than 500 million tracks from over 40 million artists across its global platform.

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