SoundCloud’s ‘The Lookout’ Expands To SiriusXM
• One of SoundCloud’s most popular and influential playlists, The Lookout, is extending its brand — and its reach — thanks to a collaboration with SiriusXM, which tonight launches The Lookout by SoundCloud, a new weekly show showcasing early hip-hop discovery on SiriusXM’s Hip-Hop Nation (Ch. 44). The show will air Thursdays at 9pm ET, hosted by music journalist and SoundCloud curator, Sowmya Krishnamurthy (pictured).
Since launching on SoundCloud in 2019, The Lookout has quickly grown to become the premiere destination for discovering the hottest next generation of rising stars in hip-hop before hearing them anywhere else, and now, it’s a weekly radio show.
“The Lookout connects new, rising artists to listeners who are eager to discover what’s brand new and hot in music before everyone else — helping the artists gain traction through new fans and build their profiles,” says Caiaffa, Interim Head of Music at SoundCloud. “As part of SoundCloud’s commitment to helping artists grow their careers both on and off the platform, we couldn’t be more excited to join forces with SiriusXM to launch The Lookout by SoundCloud and introduce some of the hottest emerging hip-hop talent on SoundCloud to a new audience on SiriusXM’s Hip-Hop Nation.”
Scott Greenstein, President & Chief Content Officer, SiriusXM, commented, “SiriusXM has historically been at the forefront of championing new artists first on radio. We are thrilled to work with SoundCloud, a like-minded platform that values artist discovery as much as we do, to bring one of their most popular playlists to life on one of our premiere hip-hop channels, with The Lookout by SoundCloud. This show will unearth the freshest new artists and keep our listeners on the pulse of hip-hop.”
The Lookout by SoundCloud airs Thursdays at 9pm ET and will be rebroadcast on Saturdays at 2pm ET and Sundays at 11pm ET.
