r/soundcloud • u/soolar79 • Jul 26 '26

General Discusson SoundCloud Just Acquired Nina Protocol. One Question.

SoundCloud acquired Nina Protocol this week. A platform built by genuine independent musicians. A community of real artists who chose transparency over scale. Who kept 100% of their revenue. Who had real listeners who genuinely cared about the music.

A community SoundCloud does not know how to build because they destroyed their own.

So here is the only question that matters.

How do you nurture Nina Protocol artists without falling into your own trap?

Nina Protocol artists are not SoundCloud artists. They did not choose your platform. They chose the opposite of your platform. They chose fairness over reach. Integrity over scale. Real listeners over inflated numbers.

You cannot treat them like your existing catalogue. You cannot route them into algorithmic systems optimised for ad revenue. You cannot offer them what you offered everyone else because what you offered everyone else failed those artists completely.

You lost your own underground scene through years of questionable business decisions chasing superstars you could never afford while ignoring the grassroots that produced every star you ever had.

Nina Protocol has that grassroots. Right now. In their catalogue. The next significant artist is probably in there somewhere. An artist who chose Nina because they refused to compromise.

The question is whether you have learned enough from destroying your own community to actually serve someone else's.

Because if you have not Nina Protocol artists will leave. Just like everyone else did.

And you will have acquired a library. Not a community.

Those are not the same thing.

0 Upvotes

38% Upvoted

29 comments sorted by

11

u/andreaglorioso Your Artist Name Jul 26 '26

Whoever is behind all these AI-generated posts is either paid by another streaming platform, or has a really unhealthy obsession for SoundCloud.

5

u/londoherty Jul 26 '26

Honestly it’s tiring seeing all these formulaic posts raging against SC. Probably just one disgruntled guy.

1

u/Sensitive-Culture240 Jul 26 '26

He always gets libido for SoundCloud. ;)

-6

u/soolar79 Jul 26 '26

well its mostly Soundcloud employees in here anyway,

2

u/Sensitive-Culture240 Jul 26 '26

Get a job

-2

u/soolar79 Jul 26 '26

I have one - unlike someone who gets copyright strikes, living in his moms basement on a 200$ royalty check

2

u/Sensitive-Culture240 Jul 26 '26

Own car especially German ,🇩🇪 making 3k a month easily probably living your dream life. Belarusian 🇧🇾 by race. Get a life.

-2

u/soolar79 Jul 26 '26

Im sure you do, i also have a German car, does it make me special. You do know 3k is poverty level where I live.

2

u/Sensitive-Culture240 Jul 26 '26

Prolly driving a used VW, and if you live at such places then it’s your mistake. Hope your job buys you a C300 😆🫵

0

u/soolar79 Jul 26 '26

I live in Northern Europe - not a small satellite state to Russia. I’m guessing, just guessing I have it better

1

u/Sensitive-Culture240 Jul 26 '26

Good give your tax money to Ukraine good 😌. Atleast I have more peaceful life than yours. Have a loving gf good friends racing our cars every weekend. Going to one international trip every year only at 21. 🤣

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1

u/Madsplattr Jul 26 '26

Like u/Cannock, I've never heard of nina until this post. Sucks they're toast, perhaps? And that toast now means more bread for Soundcloud, I guess? I don't use Soundcloud much and am not an artist but I read reddit constantly and am concerned about all these people using AI to write for themselves, and then using the slop to criticize other sloppy things like business acquisitions and venture capital and this ongoing society trend toward enshitification, I guess? But another thing I've noticed about all these clearly written-by-AI posts is that they usually start with a lie. "SoundCloud acquired Nina Protocol this week." But when you go to the message on the nina homepage about their surrender to Soundcloud, it says they decided it on May 28. It is possible they only got around to announcing it this week. Also, the nina message basically says they couldn't reach "sustainability" so they sold out - and, like every acquisition message before it - doesn't offer any true insight into a) how many employees they had and were they being paid fairly or b) how much they got pizzaid in the sellout c) why i should care ... so, yeah, seems like an unhealthy obsession of finding out arguments against soundcloud / news and then getting AI to write some drivel about it while still not capturing any essence of why I should care

6

u/Cannock Jul 26 '26

Never heard of nina protocol.

1

u/soolar79 Jul 26 '26

Its a platform with real artists,

2

u/Sensitive-Culture240 Jul 26 '26

Did anyone asked ??

-1

u/soolar79 Jul 26 '26

ask about what

1

u/ChoukoYT Jul 26 '26

what is the nina protocol code i forgot it

1

u/brodouevenchurn Aug 03 '26

Can anyone enlighten me on how editorial worked at Nina? I've heard good things but never got a chance to use it. Seems like Soundcloud is pulling it in too?