SoundCloud Launches ‘Ascending’ Artists Program, Reviving Memories of the SoundCloud Era

Just a few days ago, SoundCloud announced the official launch of 'Ascending,' a new global artist development program "designed to give emerging artists the momentum they need right before their big break." The program brings back memories of the SoundCloud era, a pivotal time in hip-hop music that saw the rise of some of today's most prominent artists.

Those enthusiastic about (underground) hip-hop music will most likely remember the SoundCloud era. Although the platform itself has been around since 2008, it was between 2014 and 2017 that it became a significant force in shaping the future of hip-hop music. During this time, the world witnessed the rise of numerous artists, including Lil Uzi Vert, Trippie Redd, Lil Yachty, Kodak Black, X, Ski Mask The Slump God, Lil Pump, Smokepurpp, Lil Peep, Juice WRLD, Rico Nasty, Yung Lean, MadeinTYO, Denzel Curry, Rich The Kid, Bones, $UICIDEBOY$, and others.

The SoundCloud era stood out for its openness to experimentation, with independent ‘home studio’ artists pushing numerous boundaries. What made it truly special was the sense that anything was possible, particularly in terms of creativity and genre-blending. While rappers like the late Lil Peep, Bones, Rico Nasty, and $UICIDEBOY$ were celebrated for blending rock, goth, punk, emo, or metal elements into trap music, artists like Lil Pump, Smokepurpp, and the 'meme-rapper' Ugly God stood out for their reputations and distinctive lyrics. Some of these artists remain popular today, while others have faded from the scene. Unfortunately, some have also passed away in tragic circumstances.

Additionally, the period played a significant role in the broader popularization of trap beats. Although trap had been around for years (as seen with early Gucci Mane and Chief Keef), it became further established during this time and is now considered a staple style in hip-hop music, both in the United States and internationally.

There is no precise date marking the start of the SoundCloud era, as the platform itself has been around for a while, alongside other influential platforms like DatPiff. The latter was significant in the early 2000s and played an essential role in the careers of artists like Gucci Mane, Waka Flocka Flame, Mac Miller, and Wiz Khalifa. Generally, 2014 is considered a good starting point for the era, as it saw some of its most influential artists emerge. This includes the formation of Members Only, Lil Peep’s first tracks, and notable releases by Lil Uzi Vert, among other developments.

Over time, the music began reaching those involved in the underground scene, including fans and other artists. From late 2015 to 2016, SoundCloud rap occupied a space between underground and somewhat known — unique enough to captivate those seeking less polished sounds, yet popular enough to spark an international subculture. During this period, the movement also began establishing itself outside the United States. It then peaked around 2016 to 2017, most notably with the legendary 2016 XXL Freshman Class Cypher, bringing it into the mainstream spotlight.

By 2018, the genre began to lose its edge due to mainstream saturation. Major labels started signing artists, and the professionalization ultimately diluted the underground, DIY appeal that had once defined the SoundCloud scene. The term 'SoundCloud' became overused and was sometimes applied to artists who were not associated with the platform (any longer). The deaths of Lil Peep at the end of 2017, X in 2018, and Juice WRLD in 2019 further marked the tragic decline of the era. By 2019, it was clear that the SoundCloud era had come to an end.

The SoundCloud era left a lasting mark on hip hop, helping solidify the genre as a dominant force in mainstream music and shaping much of its sound today. Its influence can still be heard in the prominence of trap beats, genre-blending, and the rise of artists prioritizing experimentation over traditional lyrical and beat structure. One example is New York Drill, a sample-heavy subgenre that does not shy away from sampling pretty much anything.

Despite its massive impact, the style also received backlash from traditional hip-hop fans, who criticized the often simplistic lyrics and heavily processed vocals. However, this carefree approach was part of its appeal, driven by a spirit of experimentation, authenticity, and fun. While its influence lingers in modern hip-hop, it is also clear that the scene is no longer the same. Many fans still mourn the end of the SoundCloud era, remembering it as a uniquely exciting and authentic time, often looked back on with nostalgia thanks to its creativity and fresh approach to music.