SoundCloud inks deal with YouTube’s content tracking partner

SoundCloud, the audio streaming platform which is reportedly raising up to $150 million in new financing, has announced a new partnership to track uploaded content and scan it for instances of copyright infringement.

SoundCloud is now working with California-headquartered tech company Zefr, the same company which made its name as YouTube’s partner – its only agreement with a streaming service until now. For YouTube, Zefr uses its Content ID and Brand ID services to track music and film streams as well as products – the companyhas said it tracks over 31 billion video views a month

Details are scarce on the SoundCloud team-up, a statement released by Zefr said: “Zefr […] is pleased to announce a partnership with SoundCloud to help the company and its music partners better understand the sharing of content on the platform.”

According to The Verge, the move will allow labels and publishers to make money from songs even if they’ve been uploadedillegally. Given the fact SoundCloud already have a system in place to identify copyrighted material, the partnership could have a focus on revenue with Zefr working the same way it does on YouTube, where it tracks how authorised and unauthorised content isposted on the video streaming giant, letscopyright owners claim the content and allows them to start running ads on it. However, any tracked infringements could result in an increased number of takedown requests for SoundCloud.

It’s an interesting move given its current agreement with primary content owners. In November last year, Warner Music Group became the first music major to close adeal with SoundCloud, licensing On SoundCloud and making it the only major to be making money off of the service.

“SoundCloud is continuing its evolution as a mature platform for labels and advertisers,” said SoundCloud co-founder and CEO, Alexander Ljung, in a statement. “Working with Zefr, SoundCloud is taking another step to becoming the powerhouse player in the digital audio business.”

SoundCloud launched in 2008 and has become the second largest music streaming service globally with 12 hours of music and other audio uploaded every minute. Last August it began serving ads when it launched its ad-free, paid On SoundCloud platform. In data released last month, SoundCloud claimed that since the launch, it has paid overUS$1 millionin advertising revenue to partners including labels, audio partners and emerging artists.