Mixcloud's Encore Acquisition: Live Music Revolution

In a move that makes you wonder if someone at Mixcloud was simply listening to a particularly inspiring playlist and thought, “Why not make it official?”—the global music platform has taken a leap and acquired Encore, an online music marketplace that has been busy orchestrating over 50,000 bookings since its inception in 2014. That’s right, folks, a marriage made in musical heaven, and no, there are no wedding bells, just a lot of live performances that have earned musicians a whopping GBP £25 million—or a somewhat more relatable USD $33 million.

Mixcloud’s announcement regarding this acquisition is laced with the kind of optimism you’d expect on the first day of summer break. They express enthusiasm about aligning themselves with Encore’s mission, which, let’s face it, is all about supporting musicians and creators—in other words, making sure we have enough tunes to drown out our existential crises.

While the finer financial details remain shrouded in secrecy—because money talk, much like small talk at an awkward dinner party, can be a bit dreary—Mixcloud assures us that Encore will continue to operate independently. That means Encore can keep focusing on booking musicians, bands, and DJs for events, which is undoubtedly a relief for those who worry all of this merger talk might result in a Spinal Tap moment.

Enter Nikhil Shah, Co-Founder of Mixcloud, who has been an angel investor for Encore since 2019. He’s stepping in as Encore’s new Chairman. One can only hope that he remembers to check if they have enough snacks for those marathon music brainstorming sessions. In a blog post from 2017, Shah shared his enthusiasm for all things audio—because who wouldn't be thrilled by the idea of DJ mixes, podcasts, and long-form content, especially when you can listen to them while pretending to work?

“We are excited to welcome Encore into the Mixcloud family,” declared Nico Perez, CEO of Mixcloud, likely with a flourish that would make any new family member feel right at home. Between the two companies, there lies a shared passion for music that could only be rivaled by that of karaoke enthusiasts on a Friday night. By combining resources, they expect to offer artists a veritable buffet of tools and services that not only help them grow their careers but also connect with audiences in ways that might just exceed our wildest dreams—or at least our morning playlists.

As James McAulay, CEO of Encore, aptly put it, this acquisition is a “big moment for us at Encore.” The sentiment feels genuine—it’s like the time you find the perfect pair of shoes on sale. He expresses excitement about teaming up with Mixcloud, a company he admires, feeling as if they are writing the next chapter of Encore’s growth story together. One can almost envision a sunny montage of success with happy musicians strumming away under blue skies.

The acquisition follows Mixcloud’s recent rollout of features designed to support artists. They introduced a live-streaming feature in 2020, because who doesn’t want to bring the concert experience into a home office that desperately needs some jazz? And back in 2018, they launched the “fan-to-creator” subscription service Mixcloud Select, where audio creators can delight their subscribers with exclusive content—a move that promises to be as popular as avocado toast at brunch.

With licensing deals in place with the likes of Merlin, Universal Music Group, and Warner Music Group, Mixcloud is not just playing a game of musical chairs but rather creating a landscape where the music can flow as freely as wine at a big celebration. So here’s to Encore, Mixcloud, and all the musical mavens out there, may they continue to thrive, grow, and fill our lives with the soundtrack we didn’t know we needed.