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SoundCloud is doubling down on artist-to-fan engagement with a bold new feature: SMS text messaging through Subtext. The collaboration gives artists a powerful way to reach listeners directly on their phones, cutting through the clutter of social feeds and crowded email inboxes. For musicians struggling with declining reach on traditional platforms, SMS may be the most reliable tool yet for staying connected with fans.
Why SMS Messaging Matters for Artists
Social media has long been the go-to channel for artists to promote their music, sell tickets, or announce new releases. But algorithms now control what fans see, often limiting visibility. Email faces its own challenge with low open rates.
This is where SMS stands apart. Text messaging enjoys near-universal open rates, often above 95%, and offers a sense of immediacy and intimacy that other platforms lack. A short text feels personal, timely, and much harder to ignore than a post that might never appear in a feed.
Subtext Becomes Part of SoundCloud Artist Pro
Through this partnership, SoundCloud’s Artist Pro members now gain access to Subtext as part of their toolkit. With this integration, artists can:
- Launch a dedicated text line to communicate with fans.
- Send one-to-many updates like tour announcements, track drops, or special events.
- Engage in optional one-on-one replies, creating deeper, more personal conversations.
It’s a simple way to strengthen relationships while still protecting privacy. Fans receive texts directly from the artist, but without exposure of personal phone numbers.
Performance That Outpaces Social Media
The numbers behind SMS marketing show why this partnership matters. While social posts and even paid ads struggle to deliver engagement, text campaigns consistently perform at higher levels. Subtext reports:
- Open rates around 98%.
- Click-through rates over 30%.
For perspective, Instagram feed ads average less than 1% click-through. SMS dramatically outperforms that, showing that fans not only open these messages but also take action.
For artists, this means better attendance at shows, more streams when new tracks drop, and higher conversion for merchandise sales.
Cost and Accessibility
Of course, direct messaging at scale comes with expenses. To make SMS more accessible, SoundCloud is offering a 41% discount for Subtext through Artist Pro. At $41.25 per month (billed annually), creators can launch a channel and send up to 10,000 text messages monthly.
This makes SMS a realistic option not only for established acts but also for emerging artists who want to experiment with new ways of building an audience.
What Leaders Are Saying
Mike Donoghue, CEO and Cofounder of Subtext, framed the partnership as a turning point for digital fan engagement:
Subtext creates a direct, personal connection between artists and their audience. By joining forces with SoundCloud, we’re helping creators have authentic conversations, nurture stronger relationships, and explore new revenue streams.
From SoundCloud’s perspective, the move aligns with its mission to empower creators. Devi Mahadevia, Chief Growth Officer, noted:
SoundCloud thrives on community. This partnership gives artists another way to scale personal connections, while maintaining privacy and control. It’s a step forward in helping musicians grow their careers on their own terms.
Trusted by Major Industry Players
Subtext isn’t new to the music world. The platform already works with companies like Sony Music, BMG, and mTheory, along with artists such as Barbra Streisand, Jelly Roll, dJo, and Idina Menzel.
SoundCloud’s inclusion of Subtext into its Artist Pro package signals that even independent musicians can now tap into the same tools that global stars use to connect with fans.
Why This Partnership Matters
At its core, this collaboration is about giving power back to artists. Social platforms control who sees what, but SMS strips away those barriers. By offering direct access, stronger engagement, and more control, SMS allows creators to:
- Build genuine communities instead of chasing algorithms.
- Send time-sensitive updates that fans will actually see.
- Unlock new ways to monetize their work through higher engagement.
For many artists, this could be the missing piece in their promotional strategy.
Looking Ahead
The integration of SMS into SoundCloud’s ecosystem points to a larger trend: fans want real connections, not filtered experiences. As digital spaces become more saturated, personal communication tools like texting are gaining importance.
For nonprofits, businesses, and now musicians, SMS has proven to be one of the most effective ways to capture attention. By making it accessible and affordable, SoundCloud and Subtext are opening the door for thousands of artists to engage their audiences in more meaningful ways.