Audio streaming platform Mixcloud launches in-house consultancy
Audio streaming platform Mixcloud has launched a new in-house brand consultancy LOUD, to be led by founding partners Kazim Rashid and Ben Lawrence.
LOUD, which will be based at Mixcloud's East London headquarters, is intended to diversify Mixcloud's revenue mix as it look to "monetize sustainably across listeners, creators and brands".
The new consultancy's founding clients include adidas, Dr. Martens, Shure, Red Bull and W Hotels.
Visual artist Kazim Rashid joined Mixcloud after stints at record label Warp, brand strategy agency Protein and VICE’s advertising agency VIRTUE. Ben Lawrence takes on his founding partner role after nine years as Mixcloud's Head of Brand Partnerships.
Joining the LOUD leadership team are Rozi Rexhepi, Cathy Tennant, Holly Gilbertson and Joseph Strinati.
Rashid said: "For the past two years, we’ve been incubating LOUD and working with some of our favourite brands, so it’s nice to finally announce this to the world. Mixcloud has spent the last decade carving out its business model across music, advertising and culture and LOUD now presents the perfect opportunity to channel this diversity of experience."
Pictured: Ben Lawrence (left) and Kazim Rashid