Audio hosting service SoundCloud is looking to monetise its output with the rollout of video ads.
It is set to debut video ads on its mobile apps to users in the US initially, set to appear between active recordings.
Many users activate SoundCloud audio before disengaging the screen, so the ads will appear only when the screen is active, instead of in the background, reports CNET.
The app says it has 175 million active users so if it could implement video ads globally it would stand a good chance of generating additional revenue.
It comes after the company launched a premium service called SoundCloud Go back in May, sitting behind a £9.99 ($9.99) per month paywall.
Twitter invested $70m into SoundCloud last week, a sizeable investment, showing its faith in the draw of music and audio to its business.