SoundCloud acquires Nina Protocol to bolster independent creator tools

SoundCloud has acquired Nina Protocol, an independent music platform that allowed artists to operate their own digital storefronts. The deal was announced on 22nd July, roughly two months after Nina revealed it would be winding down after five years of operation.

The acquisition will fold Nina’s artist community directly into SoundCloud’s existing creator ecosystem. Former Nina users will be able to migrate their tracks, content, followers, and creative work to SoundCloud. To ease the transition, they are being offered a five-month trial of SoundCloud Artist Pro, which provides the distribution, audience growth, and fan monetisation tools previously available on Nina.

Beyond user accounts, SoundCloud has also taken ownership of Nina’s editorial archive and genre map. This ensures the preservation of a distinct collection of music journalism, artist features, and cultural documentation that the smaller platform accumulated over half a decade.

The transaction underscores a broader consolidation trend within the digital music infrastructure sector. While the independent creator economy continues to grow across European markets, smaller specialised platforms frequently struggle to achieve the scale necessary for long-term financial sustainability. Nina’s trajectory illustrates the tension between niche, community-focused platforms and the dominant streaming economics that dictate how independent artists generate revenue.

In a statement, Nina’s team acknowledged this dynamic, noting they originally built the platform because they believed “Big Streaming wasn't properly serving independent music.” They expressed optimism that SoundCloud would ensure their “vision, context and community” would continue in a home “dedicated to pushing independent music and artist sustainability forward.”

Eliah Seton, CEO of SoundCloud, framed the acquisition as an alignment of missions. “As the platform where millions of artists begin their journey, we’ve always believed that the next movements in music emerge from communities long before they reach the mainstream,” he said. Seton added that the goal is to help independent artists build deeper fan relationships and access tools to grow “sustainable careers on their own terms.”

Mike Pollard, CEO and co-founder of Nina Protocol, pointed to SoundCloud’s foundational role in the independent music space. “Nina has always been about empowering independent artists and documenting the communities that drive music forward,” Pollard said. “Without SoundCloud, there wouldn’t be Nina. As we considered the future of the platform, we wanted to ensure our artists and editorial work found a home that shared and actively practised those values.”