SoundCloud Launches ‘Ascending’ Global Artist Program With Laila!

What do Shaboozey, Teezo Touchdown, Odetari and Kenya Grace all have in common? They were a part of SoundCloud‘s “Ascending” global artist development program that’s been in pilot mode since March 2023.

“Ascending” initially launched as a pilot in the UK with Grace before expanding to the United States with Odetari in August 2023. SoundCloud introduced the program publicly for the first time on Monday with singer and producer Laila! as it’s September spotlight artist.

Discovered by SoundCloud’s A&R Talent Identification team last year, Laila! was signed to a joint venture alongside Sickamore’s IIIXL Studio. SoundCloud reports Laila!’s global weekly streams have surged from 1.6 million to 6 million since April 2024, with her latest single, “Not My Problem,” earning 44 million streams, globally, across all streaming platforms since its June 2024 release.

The “Ascending” package includes the placement of billboards in key locations such as New York City, London, and Los Angeles, curated playlists, engaging social media content, premiere on-platform exposure, and other growth marketing efforts. To qualify as an Ascending artist, you must be a SoundCloud “Next Pro” subscriber, a signed artist releasing new music during the promotion month, and demonstrate rising engagement or stream growth on the platform.

+ The Oriel Company has announced the addition of Grace Jones and Kaeleah Isaac to their team.

The public relations firm tapped Jones as VP and Isaac as manager, with both industry veterans working out of the Oriel’s Los Angeles office.

Jones began her career as a newsreader at triple j radio and was recently at Grandstand Media, where she handled artist campaigns and communications for festivals, brands in the music space, and corporate PR for music executives. She brings a roster of artists including Courtney Barnett, girl in red, Muna, Alvvays, Royel Otis and mxmtoon, to name a few.

Isaac arrives with five years of experience and expertise in communications, having helped develop national press strategies for artists including Lainey Wilson, Zac Brown Band, the Chainsmokers, Drake and Jason Sudeikis, among others.

+ Universal Music Publishing (UMPG) has signed producer and songwriter James Ford to an exclusive, global administration deal.

Ford has worked with Arctic Monkeys, Depeche Mode via Foals, Florence and The Machine, Haim, Gorillaz and Jessie Ware. He has toured globally as Simian Mobile Disco and with the Last Shadow Puppets, among others. Ford has also produced albums for the likes of Blur, Pet Shop Boys, Fontaines D.C., the Last Dinner Party and Beth Gibbons.

Pete Simmons, head of A&R for UMPG UK, said, “It’s not every day you get the opportunity to work with somebody as influential as James. He has been involved in quite literally all of my favourite records over the past 15 years or so. From Gorillaz to the Arctic Monkeys, Florence and The Machine, all the way back to Simian Mobile Disco – one of the first things I ever ‘discovered’ as a teenager. I look forward to seeing what our creative ideas – and my collection of shorts – can add to his career.”

+ Emmy Feldman is the new head of A&R for boutique music publisher OTM in the U.S.

Feldman helped develop and open the Brooklyn outpost of Rough Trade Record Shops and also spent seven years as an A&R manager for Atlantic Records.

+ Toikido has entered a strategic partnership with Magic Star, the global kids and family division of The Orchard, to become the official global music distribution partner for all Toikido music releases.

Magic Star will leverage The Orchard’s distribution network to bring Toikido’s music to new audiences. Darran Garnham, CEO of Toikido, said, “This collaboration marks a significant milestone for Toikido as we continue to innovate and expand our presence in the entertainment industry. We’re incredibly proud of what we’ve created and look forward to working with Magic Star in a fun and innovative way.”

Added Will Speer, MD and co-founder of Magic Star: “Toikido is a fast paced and highly creative organization within the entertainment space and music is a huge part of their DNA. We are thrilled to be partnering with them to help maximize and grow their music even further.”