Twitch Head of Music Tracy Chan Leaves and Joins SoundCloud to Lead the Platform’s Global Creator Business

SoundCloud has named music industry veteran Tracy Chan as senior vice president of Creator.

Chan’s appointment to SoundCloud means he is stepping down from his role at Twitch as head of music. Chan joined the Amazon-owned live streaming platform in 2020 from Spotify, where he was director of product management.

In a statement to the media announcing the news, SoundCloud President Eliah Seton called Chan’s appointment “a game-changing addition to [the] the SoundCloud leadership team.

In his new role, SoundCloud says Chan will oversee the platform’s Creator ecosystem globally, including tools, services, products and offerings.

Reporting directly to SoundCloud President Eliah Seton and part of the company’s leadership team, SoundCloud says Chan will be responsible for “evolving a feature-rich Creator product for independent artists as they’re advancing their careers on and off SoundCloud.” ”.

Under Chan’s leadership at Twitch, the platform has entered into partnerships with Universal Music Group, Warner Music Group, independent label agency Merlin, the National Music Publishers Association and more.

Chan joined Twitch from Spotify where he was Director of Product Management, leading product strategy and development for creator platforms and building analytics tools for artists and labels, including Spotify for Artists and Spotify Analytics.

Chan’s startup CrowdAlbum, a social, photo and video aggregator that created a “visual history” of music events around the world, was acquired by Spotify in 2016.

Prior to founding CrowdAlbum, Chan was Chief Product Officer at YouTube, where he built and launched YouTube Insight, the company’s flagship analytics platform for creators.


Chan’s appointment to SoundCloud comes at an interesting time for the platform.

In February, MBW told you all about how SoundCloud is becoming more of an artist services business.

In the press release announcing Chan’s hiring, SoundCloud claims to be “the only artist services company and live music streaming service for fans, maintaining a direct relationship with artists and listeners, strategically positioning itself to create new opportunities directly with independent artists”.

SoundCloud also recently launched a new top tier of artist service offerings, known as the “roster,” which sees particularly successful independent artists – including Lil Pump and Tekno – “sign” directly to SoundCloud.

These agreements allow the company to make advances and invest in artist marketing, etc. (just like a traditional record company would).

In February, SoundCloud added a new element to its artist services business via a joint venture with Solid Foundation, the management and creative services arm of QC Media Holdings, which says it will work with SoundCloud to identify, invest and promote careers. of artists bubbling on the platform.

Elie Seton

“This is a groundbreaking addition to our leadership team at SoundCloud. No one has designed, launched and scaled more value-added products and services for creators than Tracy.”

Elijah Seton

Eliah Seton said, “This is a game-changing addition to our leadership team at SoundCloud. No one has designed, launched and scaled more value-added products and services for creators than Tracy

“Tracy has successfully built and implemented designer 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.”

“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.

Tracy Chan

Chan added, “This is a momentous time 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.

“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.

The music industry around the world

Victor L. Jones