SoundCloud’s Big Moves: TikTok Wins, AI Worries

What the Latest Changes Mean for Artists & the Music Industry

In the ever-evolving landscape of music streaming and social media, SoundCloud has long positioned itself as a champion of independent artists. But recent headlines have musicians, labels, and industry professionals asking: Is SoundCloud still an ally? Or is it drifting into murky waters?

Let’s break it down because there’s both good and not-so-good news coming out of SoundCloud headquarters.

The Good News: SoundCloud & TikTok Join Forces

On May 8, 2025, SoundCloud and TikTok announced a powerful new integration that could significantly amplify artist visibility. The new feature, called “Add to Music App,” allows users to seamlessly add songs they discover on TikTok to their SoundCloud libraries.

For independent artists trying to break through the noise, this is huge. TikTok has become one of the most influential platforms for music discovery, with viral moments often translating into millions of streams. Now, with this integration:

• TikTok users can save tracks directly to SoundCloud with one tap.

• Artists on SoundCloud have an expanded funnel for fan engagement.

• It blurs the lines between discovery and consumption, turning TikTok virality into repeat listens.

Following in Spotify’s footsteps, SoundCloud is aligning itself with how modern audiences interact with music. Spotify, which already allows users to link TikTok to their music profiles, has shown that integrating social platforms can significantly boost streaming metrics. It’s worth noting that other major DSPs like Apple Music and Tidal have yet to offer similar integrations, despite their larger user bases. SoundCloud may not have the same scale, but this move could give it a strategic edge when it comes to connecting artists with Gen Z listeners.

This is the kind of innovation artists have been hoping for: a tech-driven feature that puts music and creators at the center, rather than behind a paywall or algorithmic gatekeeping.

The Bad News: SoundCloud’s AI Controversy

But just days after this good news dropped, SoundCloud found itself in hot water over a major change to its Terms of Service. In early May, the company quietly updated its TOS to allow AI training on user-uploaded content.

According to TechCrunch, the updated language explicitly states:

“You explicitly agree that your Content may be used to inform, train, and develop artificial intelligence and machine learning models.”

The backlash was immediate and fierce. Creatives across the globe voiced concerns about:

• Copyright misuse: Many saw this as a way for AI companies to mine artistic work for profit.

• Loss of control: Artists weren’t given a heads-up or opt-out before the changes were made.

• Exploitation: AI companies benefiting from music they didn’t create or pay for feels like theft to many in the industry.

To its credit, SoundCloud did respond, updating its language again and clarifying that any AI usage would be “for the benefit of artists” and not used to “replace them.” But for many, the damage was done.

As The Verge reported, the updates felt like a quiet pivot that contradicted SoundCloud’s long-standing image as a creator-first platform. Even after revisions, the company’s vague assurances about ethical AI use didn’t restore full confidence.

The Split: A Platform at a Crossroads

So where does that leave SoundCloud? It’s now a platform with two diverging narratives:

On one side:

• The TikTok integration is a major win, connecting music discovery to music consumption in real-time.

• This could drive more traffic to SoundCloud and help emerging artists grow organically.

On the other side:

• The AI policy shift raised deep concerns about how artists’ work is valued, protected, and used.

• Trust has taken a hit, especially among the very creators SoundCloud was built for.

It’s a story of progress colliding with paranoia, innovation versus exploitation.

Why This Matters: It’s Bigger Than SoundCloud

The controversy isn’t just about one platform’s decision. It reflects a larger conversation happening across the music industry: How do we protect creative work in the age of AI?

As platforms and tech companies race to adopt AI tools, from music generation to marketing automation, artists are asking:

“Where’s our seat at the table?”

When a platform like SoundCloud, which prides itself on being independent-friendly, makes moves that mirror Big Tech behavior, it sets off alarm bells. Especially when these changes could allow machine learning models to digest and replicate original music, potentially putting human artistry at risk.

Final Thoughts: Should Artists Stay or Go?

SoundCloud’s recent moves show that it’s trying to stay competitive, especially in a market dominated by TikTok, Spotify, and YouTube. The TikTok partnership is a brilliant step in the right direction.

But the AI policy mess reminds us that transparency, consent, and creator control must be non-negotiable. Without them, platforms risk alienating the very communities they rely on to survive.

If SoundCloud truly wants to remain an artist-first platform, it needs to double down on trust-building. That could mean:

• Making AI opt-ins explicit and user-controlled.

• Giving artists more say in how their content is used.

• Continuing to innovate without compromising ethics.

So: What’s going on with SoundCloud?

It's both promising and precarious. The ball is in their court. And artists everywhere are watching.