The popularity of music streaming services coupled with SoundCloud’s increasing drop in profits due to their lack of a direct income source has forced them to adopt a new paid subscription service called SoundCloud Go. This service is $10 a month is meant to compete directly with Apple Music and Spotify. This new two tiered system will allow free members to listen to a select number of an artist’s songs, while a paid subscriber can listen to the entire discography. I think this shows that not every online business can operate like Facebook or Snapchat, meaning no paid user base and relying only on ads. SoundCloud only made money on hosting fees and a very tiny amount of advertising. As of 2014, it had a net loss of $44 million. Most companies will need to charge a fee for it’s product, this is something not even the digital age can fully do away with. Secondly, this subscription service legitimizes SoundCloud, and strikes a blow to the music sharing community. Soundcloud was often in disputes with record labels over the legality of their music hosting model. Now, with a paid subscription that allows over 125 million songs, SoundCloud is moving more towards a standard music hosting service, which pays more in royalties than the previous model. Lastly, this creates a market for new users, but also could alienate their existing user base. Many went to SoundCloud as an indie music host, free of record label interference. Now, with a wider range of songs thanks to the record labels, independent artists may be reluctant to have their music hosted on the app. I think this article could have talked more about how this change would affect SoundCloud’s users, and whether this would ultimately be good for the service. I think the article does a good job emphasizing how crowded the music streaming market is right now, so it would have been nice to see how this could affect SoundCloud, and if it will affect it. In Conclusion, this is a bold strategy for the company, as it deviates from it’s own norm, possibly to such an extent that it alienates its users, but not the norm of the industry.