Soundcloud Appoints The Goat Agency as US Influencer Agency of Record

The US arm of global influencer marketing agency, The Goat Agency (part of WPP Media), has been selected by Soundcloud as their influencer agency of record. 

Soundcloud is one of the world’s largest music streaming platforms, available in 190 countries. Artist-first and fan-powered, it empowers music listeners to stream new music, discover emerging artists, and uncover hidden gems before they breakthrough. 

In late 2025, Soundcloud began a search for an official influencer agency of record in the US market. Whilst influencer, creator and artist marketing has been a core element of Soundcloud’s strategy for a number of years, the team were seeking to bolster relevance and cultural authority through a more consolidated approach under one agency.

Following a competitive pitch process, The Goat Agency was selected as the US influencer agency of record with a brief to position Soundcloud at the forefront of music culture, develop a narrative-driven, storytelling approach to influencer-led content, increase Artist Pro subscriptions, and build an ambassador network of creators and artists to drive long term brand advocacy.

Soundcloud selected Goat due to the breadth of their capabilities with dedicated teams of expertise across influencer strategy, insights, discovery, campaign delivery, paid media, production, and social media management. Goat’s access to WPP Media’s network also allows for an integrated approach to influencer marketing which includes but is not limited to DOOH, retail media, programmatic, and commerce.

Gregg Tobin, Head of Account Management at Goat US, says, “We’re incredibly excited to work with Soundcloud. The team had such a clear vision of how they want to speak to their fans, artists and audiences, and we can’t wait to bring this to life through creator and influencer-led storytelling. The full funnel brief starting with building cultural relevance all the way through to driving subscriptions is exactly in our wheelhouse and we’re empowered to stretch ourselves creatively, strategically, and in the types of media we use.” 

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About Soundcloud

SoundCloud is a music streaming and sharing platform that empowers artists and fans to connect and share through music. The home of music culture, Soundcloud is available in 190 countries worldwide. 

About The Goat Agency

Goat is an award-winning global influencer marketing agency and part of WPP Media. In 2026, it represents over 650 social and influencer experts in 37 markets worldwide. Recognized for their award-winning campaigns and content, Goat is credited for helping to shape the influencer industry into what it is today. As a full-service agency, Goat delivers influencer and creator-first strategy, discovery, campaigns, content, media and commerce for the likes of American Airlines, Dell, EY, Jose Cuervo, Mizkan, NBC Universal, NIVEA, and Wendy’s. 

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To discover how The Goat Agency drives impact for leading brands globally, check out our case studies and speak to our team to see how we can make influencer work for you.