SoundCloud launches merch store, artists keep 100% of profits

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According to recent news in music, SoundCloud plans to allow artists to design and sell custom merchandise; and keep one-hundred percent of the profit. How is it a sustainable business model or why would a business like SoundCloud want to do this for independent artists? Perhaps to drive more traffic to its platform and regain the trust of older artists, and the new generation. So, what’s the catch? The artist has to have a subscription to the company’s Next Pro programme which costs $99 per year, dwelling in North America (America/Canada) or Europe and own 100% of their merchandise rights. You’d want to be independent to take full advantage of this opportunity,