The "fan-to-creator" model aims to allow listeners to directly support their favourite channels.
The newly launched subscription model seeks to create an additional form of revenue while paying artists and curators. Using a so-called "fan-to-creator" service, listeners subscribe to a given channel from $2.99 a month, which helps pay licensing fees and support the channel creator while giving the subscriber the ability to download sets for offline listening and view up-front tracklists. Profits go to the channel owners while Mixcloud's ID system locates the rights holders behind the music played, with royalty revenue being doled out to artists, labels and publishers.
"We want to enable fans to get closer to the culture and communities they care about, while ensuring that everyone involved in the creative process is recognized and rewarded accordingly," Mixcloud cofounder Nick Perez said in a statement.
The service has initially been rolled out across 47 channels, including curators and artists like Red Light Radio, Nicole Moudaber, John Digweed and Stamp The Wax, but other channels will be able to register their interest in the service soon.