SoundCloud Live

Introduction

SoundCloud Live brings artists and fans together in real time. With live streaming, chat, and interactive features, it transforms traditional listening into an engaging, communal experience. Each performance becomes a shared moment where artists can connect directly, fans can support authentically, and music communities thrive together.

Problem

Music platforms focus on static listening, leaving fans disconnected from artists in real time. Listeners miss opportunities to interact, while artists lack tools to engage and grow communities.

Signal: It’s hard to gauge skill level or topic fit before joining

Scheduling: Start times and time zones are easy to miss without reminders

Discovery: Live streams are scattered across platforms with no central hub

Research

Tuning Into the Audience
‍

Discovery issues: Event discovery on social media is inconsistent.

Engagement matters: Fans want Q&As, shoutouts, structured chat.

Event tracking: Calendar sync, reminders, and history add clarity.

Quality expectations: Strong audio and video are required.

Replay demand: Fans want replays with chat included.

Exclusivity: Behind-the-scenes and limited content boost interest.

Monetization: Fans support tipping and transparent paid content.

Visibility challenges: Independent artists struggle for exposure.

What Users Say & Feel
‍

Says: “I’d love to watch smaller artists perform live without buying expensive tickets or traveling far.”

Thinks: “Will I feel the same energy and excitement as being at a real show?”

Feels: “Thrilled to connect with artists, but anxious I’ll miss out on streams.”

Does: “Checks event schedules, sets reminders, shares streams with friends, and tips artists.”

Pains: “It’s hard to keep track of live events scattered across platforms.”

Gains: “Being part of a live moment makes me feel connected and closer to the community.”

Personas

SoundCloud Live connects artists and fans through interactive live-streamed shows. These personas guided decisions on community engagement, event discovery, and seamless performance experiences.

FOMO FIona

Business Analyst

Atlanta, GA

"Keeping up with my schedule is chaotic, and I sometimes miss concerts. When I can’t attend, seamless replays and reminders help me stay connected."

Social

Energetic

Ambitious

Fun

Producer Paul

Event Promoter

Chicago, IL

"Live streams are my go-to for learning music production, but finding them is a challenge. Better discovery and tracking would keep my learning consistent."

Curious

Passionate

Creative

Dedicated

Needs and Challenges

Real problems from real people, highlighting the challenge of connection, discovery, and engagement in live digital music.

Point-of-View Statements

I’d like to help SoundCloud users easily find and attend live-stream events because users currently have to look on multiple platforms to discover and attend them.

I’d like to help SoundCloud users be more informed about upcoming live-stream events because they currently have no systematized way of tracking events that are of interest to them.

I’d like to help SoundCloud users easily save and replay their favorite live-stream events because they currently lack an efficient method of revisiting past events.

How Might We Statements

How might we keep SoundCloud users better informed about upcoming events that they’re interested in, while also introducing them to new events that they may not have discovered yet?