Mixcloud, a global music platform, has expanded its reach in the music industry by acquiring Encore, an online marketplace for booking musicians. This strategic move aligns with Mixcloud’s ongoing efforts to support artists and content creators in various ways.
Encore, founded in 2014, has made a significant impact in the live music scene. According to Music Business Worldwide, The platform has facilitated over 50,000 bookings, helping musicians earn approximately £25 million (about $33 million USD) through live performances. Following the acquisition, Encore will continue to operate independently, focusing on its core business of booking musicians, bands, and DJs for events.
The merger is expected to create a more comprehensive ecosystem for artists. Nico Perez, CEO of Mixcloud, explained, “By working together to use Mixcloud’s global reach and resources, we can provide even greater support to musicians and creators, helping them to earn a living and connect with their audiences in new and innovative ways.”
This acquisition builds upon Mixcloud’s history of artist-focused initiatives. In recent years, the platform has introduced features such as live streaming capabilities and Mixcloud Select, a “fan-to-creator” subscription service. These tools, along with Encore’s booking services, form part of Mixcloud’s strategy to offer a full suite of resources for artists to develop their careers and monetize their work.
James McAulay, CEO of Encore and a musician himself, expressed excitement about the deal: “Teaming up with Mixcloud, a company we’ve long admired who have made an enormous impact on music culture, feels like the perfect next step.” He anticipates that Mixcloud’s support will unlock new growth opportunities for Encore and expand the tools available to musicians.
As part of the transition, Nikhil Shah, Mixcloud’s co-founder and an early investor in Encore, will take on the role of Chairman at Encore. Shah has previously emphasised Mixcloud’s commitment to various forms of audio culture, including long-form content, DJ mixes, podcasts, and live sets.
While the financial details of the acquisition remain undisclosed, the move represents a significant development in the digital music landscape. By combining Mixcloud’s global platform with Encore’s specialised booking services, the merged entity aims to create a more robust support system for musicians in the evolving digital age.
