SoundCloud rival Mixcloud have shaped their own path in the new world of music streaming and with a new deal that path’s horizons broaden further.

British streaming service Mixcloud have just signed a deal with Unive”rsal Music Group which will license the UMG catalogue across their services. Mixcloud offer an open platform for uploading radio shows, podcasts and DJ sets which now has over 2 million shows streamed every month as they mark a unique path in online streaming away from Spotify and Apple Music.

Mixcloud co-founder, Nico Perez says of the deal: “Our focus has always been on empowering artists and curators alike, and this deal with Universal Music will help us usher in a new era of collaboration in which everyone wins.” UMG vice president of digital business, James Healy added: “Working together, we will expand the programming that’s available across Mixcloud and give their passionate fans more choice over how they consume music and interact with their favourite artists.”

The British streamer’s new deal with Universal sees UMG artists earn compensation when their music is used on any radio shows or DJ sets on Mixcloud allowing them to be used by any of Mixcloud’s 1.25 million curators uploading their work to the platform. The deal will also monetise any past uses of Universal artist’s music on their platform.

Mixcloud now claim over 15 millions shows, sets and podcasts on their platform which they can now license for music from Universal as well as from Warner Music Group who they signed a deal with this time last year.

Mixcloud was originally a free service for uploading and listening, but following their Warner deal they introduced the option for uploaders to charge for their shows, podcasts and sets – though it was entirely up to their discretion. The new system allowed creators to set a charge and for listeners and fans to subscribe to individual creators when and where they want to.

Speaking at the time, Mixcloud co-founder Nico Perez said: “We don’t want to do the $9.99 a month. That market is served… The deal will help enable an innovative subscription offering that allows fans to subscribe to individual creator channels for a more interactive listening experience. This approach will help audio creators on the platform monetize their content by developing a new marketplace for audio subscriptions.”