SoundCloud hires new marketing exec from Viacom

SoundCloud announced the addition of a new executive to its leadership team. DeJuan Wilson has joined the streaming platform as the new vice president of global marketing and brand. In this role, Wilson will be responsible for working on SoundCloud’s brand story, developing its global marketing function, and communicating its value proposition for listeners and creators. Prior to joining SoundCloud, Wilson served as senior vice president of brand strategy and creative marketing for Viacom’s MTV2, MTVU, and Logo networks.

The note on value proposition could be especially relevant to SoundCloud’s recent plans to shift its business model. The company debuted its On SoundCloud monetization program last year, and the industry whispers say that there could be a paid subscription tier in the works. It has been making efforts to create a better relationship labels and record companies, such as working with content identification service Zefr (the brains behind YouTube’s Content ID) to ensure payments go to the rights holders, even in the remixes and mashups that form the site’s core offering.