SoundCloud and Subtext have announced a new partnership that enables artists to build direct fan relationships and generate revenue through SMS messaging campaigns. The collaboration provides SoundCloud’s global community of artists, bands, DJs, and audio creators with a direct communication channel that circumvents social media algorithms.

“SoundCloud is where community thrives – fans and artists connect directly, influence culture in real time, and shape what’s next in music,” Devi Mahadevia, Chief Growth Officer at SoundCloud, said in a statement. “Partnering with Subtext adds a powerful new layer to that connection.”

Subtext is now included in the suite of benefits for SoundCloud Artist Pro users. The SMS platform enables artists to send one-to-many texts and optional 1:1 replies, scaling personal connections beyond SoundCloud’s existing direct messaging capabilities.

Expanding Creator Tools

This partnership marks another expansion of SoundCloud’s creator offerings. The platform, which hosts over 400 million tracks from more than 40 million artists, recently integrated with TikTok’s “Add to Music App” feature, allowing TikTok users to save discovered songs directly to their SoundCloud playlists.

This SMS initiative complements SoundCloud’s recent “Move Your Music” feature, which allows users to transfer music libraries from competing services, including Spotify, Apple Music, and YouTube Music.

The partnership addresses the growing challenges artists face with social media algorithms. As Mike Donoghue, CEO and co-founder of Subtext, explained, “Subtext gives artists a direct line to fans – fostering authentic conversations, richer relationships, and new opportunities for monetization.”

Subtext has established a presence in the music industry, collaborating with major organizations, including Sony Music, BMG, and mTheory, as well as artists such as Barbara Streisand, dJo, Jelly Roll, and Idina Menzel.

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