He created Spotify For Artists and led Music at Twitch. SoundCloud has now hired Tracy Chan to revamp its Creator platform

SoundCloud has appointed Tracy Chan as SVP of Creator to oversee the SoundCloud Creator ecosystem globally, including tools, services and other offerings.

“No one has created, launched and scaled more value-added products and services for creators,”

Previously, Chan led the creation of Spotify For Artists and most recently served as Head of Music at Twitch. He is now responsible for evolving the Creator platform to better help independent artists take their careers to the next level, both on and off SoundCloud.

Tracy Chan

“No one has designed, launched and scaled more value-added products and services for creators than Tracy,” said President of SoundCloud, Eliah Seton. “Tracy has successfully built and implemented creator products for some of the biggest entertainment and technology companies in the world and we are extremely excited to have him bring his talents to SoundCloud.”

“This is a pivotal moment to join SoundCloud; a pioneering company that has never stopped innovating and deepening its commitment to providing the best services and offers that advance the careers of artists around the world”, shelp Chan. “My previous experiences were focused on helping artists thrive in the existing music economy. Now at SoundCloud, my mission is to build the new music economy to help artists thrive.

Helping creators @ Twitch, Spotify and YouTube

Prior to joining SoundCloud, Chan was head of music at Twitch during the exponential, pandemic-fueled growth of music on the platform. He has also forged top-notch licensing partnerships between Twitch and Universal Music Group, Warner Music Group, Merlin, national music publisher associations, and some – but not all – labels and global PRO/CMOs.

Chan joined Twitch from Spotify where he was director of product management and the creation of tools for artists and labels, including Spotify for Artists and Spotify Analytics.

Chan’s startup CrowdAlbum, a social, photo and video aggregator that created “visual history” of music events, was acquired by Spotify in 2016. Chan was also a product manager at YouTube, where he designed and launched YouTube Insight, the company’s flagship analytics tool. platform for creators.

Victor L. Jones