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Mixcloud-logoMixcloud is a web radio platform that, though open to all genres of music as well as radio shows, built to 10 million listeners primarily off electronic music mixes by djs. Based in London, the bootstrapped startup has a relatively small audience in the States that seems likely to grow given Mixcloud's expansion to the U.S. with an office in New York. What is also likely, given their partnership with Vice Media and their recent launch of branded channels, is that they'll be growing their branded content as well.

Mixcloud has been fully open to the public since 2009 and has become a major platform for EDM djs. The site is free to both djs and listeners and features mixes and shows with fully licensed music.

Mixcloud does have advertising, which seems limited, and recently launched branded channels such as Red Bull Thre3style.

Today they're announcing an expansion to New York. I assume that means an office though they haven't yet revealed particulars.

U.S. partners are said to include the "publishing powerhouse VICE, luxury hotel chain Dream Hotels, and Internet Week New York."

Claiming to be "used as a primary resource for brands to engage millennial audiences," Mixcloud "has plans to grow both a brand partnerships team and a content outreach team in the Big Apple."

Given VICE's innovator status in branded content, it sounds like Mixcloud should be on to a winning combination for growing dj involvement, audience interest and revenue streams.

With engagement becoming an increasingly more important metric than bulk visitors, Mixcloud is also making sure people hear about their engagement rate. Mixcloud Co-founder and US Director Nico Perez states:

"With the growing rise of audience involvement and participation as crucial metrics - rather than the historical focus on page views, Mixcloud is bucking the trend of declining attention spans with average listening length for a user on the site at 28 minutes."

“Industry experts and startups such as Medium and Upworthy are increasingly highlighting the importance of engagement. In a world of over-abundant information, we believe the winners will be those who focus on appealing to their audience in an authentic manner rather than buying page views."

Based on recent stats from Comscore, Mixcloud's unique U.S. visitors in January were 211,000. Having a stronger U.S. presence should help break through the awareness barrier as the U.S. EDM market continues its growth phase.

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Hypebot Senior Contributor Clyde Smith (Twitter/Facebook) is currently relaunching All World Dance. To suggest topics about music tech, DIY music biz or music marketing for Hypebot, contact: clyde(at)fluxresearch(dot)com.

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