SoundCloud adopts YouTube rights management partner Zefr to direct ad revenue to copyright holders

SoundCloud has enlisted rights management company Zefr to scan its user-uploaded content for copyright breaching material.

The audio-hosting platform, championed by indie musicians and podcasters across the world, has partnered with Zefr to identify content which could be in breach of copyright.

This enforcement comes after SoundCloud enabled creators to monetise their content through advertising. The partnership will ensure that revenue is directed to the owner of the track's copyright - which may not be the uploader.

Previously, Zefr performed a similar role exclusively for YouTube to identify - but not police - illicit material.

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

Zach James, co-founder of Zefr, added: "Zefr has been a leader in rights management for half a decade. SoundCloud is a vibrant platform where the fans are sharing content and finding the right ways to use that fan activity for the benefit of SoundCloud, its music label partners and publishers.

"We are excited to use our technology and expertise to help make SoundCloud a go-to platform for content creators and advertisers.”

SoundCloud was launched in 2008 by Alexander Ljung and Eric Wahlforss and is one of the world's leading platforms for audio creators with a global audience of more than 175 million.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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