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Artists and fans rejoiced when SoundCloud secured a deal to keep the platform afloat. Raine Group’s previous investments include Vice Media - this ensures survival of a cherished music community. SoundCloud has allowed artists of all stripes to create, experiment, and share works that previously would never have seen light of day. Artists like Kehlani and Lil Yachty first emerged on the music platform. A loss of collected works on the “Cloud” could be a cultural catastrophe. Seemingly averted for now, the question of how they plan to make money remains unanswered.
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What a difference an established customer base makes. Instagram Stories has garnered 250MM daily users in its first year, zipping past Snapchat's 166MM. Twice as many brands upload content to Insta Stories than Snapchat. The speed with which Facebook (vis a vis Instagram) outmaneuvered Snapchat could raise antitrust questions. It also dovetails into a broader ad world water cooler conversation; what's important, engagement or awareness?
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In today's tech-dominated media landscape the podcast seems anachronistic. Radio has been around since the 1920s, and Orson Welles aired his audio narrative masterpiece, The War of the Worlds, in 1938. All it took was a rather pedestrian step in technology (the ability to serve audio on demand) to kick off a renaissance in the medium. Podcasters now produce some of the best creative work - deeply reported, highly engaging - and people are listening. Nearly 16% of Americans listened to a podcast in the past week, a community on the rise as Spotify rolls out their aggressive push to get in the game.
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WEEKEND PLAYLIST
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Marketing Factory recognized again for the 2017 It List. Thanks Event Marketer!
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