Eliah Seton to join SoundCloud in a senior role?


2021 has already been a great year for SoundCloud. He might be on the verge of getting a lot bigger.

Industry sources tell MBW that Eliah Seton, the highly respected Warner Music Group veteran, is set to join the music streaming service in a senior role.

If this is true, hiring Seton would be another major coup for new SoundCloud CEO Michael Weissman after the service launches. Fan-powered royalty model earlier this month, and Troy Carter’s appointment to SoundCloud’s boarding in February.

Seton’s departure from WMG was confirmed by the big music company earlier today (April 7). In a press release, Seton noted that he “will share my next chapter with everyone very soon.”

New York-based Seton has spent more than a decade at Warner Music Group, heading the company’s global independent services division, ADA Worldwide, for the past six years.

As such, Seton has enviable relationships with the global indie community – both labels and artists – that would clearly be seen as a force by indie-focused SoundCloud.

Have acquired artist services company Repost Network in 2019, SoundCloud now maintains a direct monetized relationship (distribution and / or services) with around 100,000 independent artists around the world.

The potential hire of Seton raises the question of just how ambitious this part of SoundCloud’s business could become, and even if the company could play a role for more direct relationships with independent labels in the future.

At the same time, Seton has impressive M&A experience, having played a key role in WMG’s strategic acquisitions around the world in areas such as China and Eastern Europe.

SoundCloud certainly has capital to invest in M&A, following a $ 75 million investment of SiriusXM Last year.


From 2019 until this month, Eliah Seton served as President of Independent Music & Creator Services for Warner Music Group worldwide, encompassing ADA.

In 2017, he oversaw the Relaunch of iconic WMG Asylum Records as a new label focusing on streaming and offering unique flexible recording offerings to new and emerging artists.

From November 2020, some 12 million creators (including musicians, DJs, podcasters, etc.) were heard on SoundCloud every month.Music company in the world

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