Mixcloud dives further into brand deals with Loud consultancy

Mixcloud launched a new in-house brand consultancy called Loud. The new operation will have a multi-disciplinary team that helps companies to develop their ideas. It will have four main focuses: intelligence, strategy, creative, and communications. Loud is helmed by Mixcloud founding partners Kazim Rashid and Ben Lawrence.

At launch, Loud is highlighting partners including international heavyweights such as Red Bull and Adidas as well as more audio-focused brands like Sonos and Shure.

Mixcloud made a few key hires around developing industry relationships last year. Joseph Strinati joined as business director of brand partnerships in January and Daniel Petruzzi joined as VP of partnerships in February. On the listener side, Mixcloud introduced a new subscription structure and placed limits on free listening in August.