From Fetty Wap to Lil Uzi Vert to Playboi Carti, Boardroom breaks down how the platform paved the way for low-cost distributors and continues to support performers today.
In June 2021, RapTV asked its millions of Instagram followers who they thought should be on the “SoundCloud Rap Mount Rushmore” alongside Lil Uzi Vert, Juice WRLD, and XXXTentacion. At the time — as is often the case on the Internet today — there was a lot of discourse.
But according to Fetty Wap, he was the reason why that generation of “SoundCloud rappers” was on the platform in the mid-2010s in the first place.
“SoundCloud day was lit, 2015 I think I kick this shit off fr,” he wrote in the comment section of the Instagram post. “I’m really the SoundCloud goat .. y’all n***as trippin … maybe y’all forgot… ‘Trap Queen’ the reason n***as started a SoundCloud.”
Generally speaking, the “SoundCloud rap” era is usually defined by its peak between 2015 to 2018, so Fetty may have a point. “Trap Queen” was his debut single, first released in March 2014 as a freestyle on SoundCloud. It was eventually re-released and went on to spend 25 consecutive weeks in the top 10. According to Nielsen Music, the song generated the most on-demand audio and video streams, totaling 616.46 million, in 2015.
While some rappers like Lil Peep, Juice WRLD, and XXXTENTACION tragically passed away, others — like Fetty — moved into the mainstream. Lil Uzi Vert and Playboi Carti went on to inspire a new subgenre known as rage beats — think high-energy, distorted trap beats. Lil Uzi Vert is also often categorized as hyperpop (or emo rap) alongside other SoundCloud and streaming platform rappers like Yung Lean and Trippie Redd.
Subscribe for the biggest stories in the business of sports and entertainment, daily.
Lil Uzi Vert broke onto the scene in 2016 with the release of their single “Money Longer” on their SoundCloud following a radio debut. Since then, the rapper has released numerous mixtapes and albums. Most recently, their third solo studio album, Pink Tape, in 2023, debuted at number one on the Billboard 200, making them the third hip-hop artist of the 21st century, along with Drake and J. Cole, to have their first three studio albums reach the top spot on the chart.
While each “SoundCloud rap” era rapper went their way, overall, the genre paved the way for the new era of low-cost music distributors today.
In addition to TikTok, which has given us Ice Spice, Yeat, and PinkPantheress, there are also newer platforms like Audiomack, DistroKid, TuneCore, and UnitedMasters. On these platforms, underground artists are wielding more power than ever before. There, they have direct distribution power across Spotify, Apple Music, YouTube Music, and Amazon Music, while maintaining creative independence. Artists can chart without a label on any of these DSPs, or Digital Service Providers.
However, even as new platforms emerge, SoundCloud remains a dominant player — particularly known for its accuracy in reporting stream counts. As of 2023, SoundCloud had 140 million monthly active users worldwide. These users contribute to a global total of 667 million music streaming subscribers.
“The ‘SoundCloud rap’ era proved that when you give artists freedom, access, and a direct line to fans, shifts happen and entire scenes are born,” a SoundCloud spokesperson told Boardroom. “Today, the landscape has evolved, but our role hasn’t.”
Internal SoundCloud data shows that “fast-growing music scenes” like pluggnb (a subgenre of trap) and vinahouse (Vietnamese EDM) are thriving, while a new wave of indie — blending bedroom acoustic, pop punk, and more — has tripled in listenership over the past year.
“46.5% of listening is dedicated to tracks released in the last 18 months, nearly double the industry average of 26.7%,” the spokesperson revealed. “Unlike traditional DSPs, SoundCloud is also a social network, giving artists a direct line to their fans and allowing them to engage authentically, not just algorithmically.”
So as more and more music platforms pop up, it’s clear that SoundCloud has most certainly positioned itself as the go-to place for the newest beats backed by the latest up-and-coming artists.
Read More:
Xania Monet’s $3 Million Record Deal Sparks AI Music Debate
How Red Bull Cliff Diver Molly Carlson Turns Fear Into Viral Bravery
Bryce Harper Set the Signature Standard
Alex Ovechkin’s Enduring Impact on Sports, Youth, Community in D.C.
Mark Cuban on NBA Ownership, AI in Sports, Cooper Flagg & the Mavericks, & More
