Image credit: Adem AY

While the explosive growth of streaming is beginning to cool down, a closer look at the data reveals powerful new opportunities for artists.

In a world where social media algorithms are constantly changing and email inboxes are overflowing, reaching your fans directly has never been more challenging—or more important. SoundCloud is tackling this problem head-on by announcing a new partnership with fan-messaging platform Subtext, bringing direct artist-to-fan SMS text messaging to its platform.

This new feature, now available as part of the SoundCloud Artist Pro benefits suite, gives artists a powerful tool to bypass the noise. Instead of fighting for attention on crowded feeds, creators can now launch their own Subtext phone number and text their fans directly. The system allows for one-to-many texts for announcements like new releases, merch drops, or ticket sales, with the option for fans to reply for valuable one-to-one engagement.

The effectiveness of SMS marketing in the music space is staggering. According to Subtext, their music campaigns see an average open rate of 98% and a click-through rate (CTR) of 33.64%. To put that in perspective, those figures blow most social media and email benchmarks out of the water, with the CTR being over 38 times higher than the peak CTR for Instagram feed ads (0.88%).

For SoundCloud Artist Pro users, this premium service is available at a 41% discount, costing $41.25 per month (billed annually). This plan includes a dedicated channel and up to 10,000 text messages per month, offering a scalable way to build a close-knit community.

Devi Mahadevia, Chief Growth Officer at SoundCloud, highlighted the importance of this direct connection. “SoundCloud is where community thrives – fans and artists connect directly, influence culture in real time, and shape what’s next in music,” she said. “Partnering with Subtext adds a powerful new layer to that connection, giving artists the ability to scale personal, one-to-one relationships through direct SMS messaging.”

This sentiment was echoed by Mike Donoghue, CEO and Cofounder of Subtext. “By combining Subtext’s powerful SMS platform with SoundCloud’s cultural influence and vibrant artist community, this partnership is redefining how artists connect with their audiences,” he stated.

Subtext is already a trusted name in the industry, with clients including major labels like Sony Music and BMG, as well as a diverse roster of artists such as Jelly Roll, dJo, Barbara Streisand, and Idina Menzel. By integrating this tool, SoundCloud is providing its artists with a proven, direct, and highly effective channel to foster authentic fan relationships and grow their careers on their own terms.