SCA’s Songl signs with Nine

The Nine Entertainment Co. has announced a strategic partnership with streaming service Songl. 

Songl is owned by DMD, which in turn is owned by Southern Cross Austereo, Universal Music and Sony Music.

Peter Wiltshire, Group Sales and Marketing Director of Nine Entertainment said;

"Songl provides unprecedented access to a variety of stars and music and this is only set to increase further as we incorporate the Nine Network's stable of big television brands and personalities." 

"There is a natural fit between Songl and our established Nine Live and Ticketek entertainment brands that we're really excited to explore."

DMD CEO Mark Shaw commented;

"Songl is designed for Australians, is simple and intuitive to use, and will change the way you interact with music. Nine Entertainment Co.'s assets and personalities are the perfect addition to Songl's existing behind the scenes expertise and artist collaborations."

Music streaming brands are the new battleground for media with Southern Cross Austereo's Songl a major player in the space.

dmg Radio have a part-ownership of Rdio, ARN have IHeartRadio and there are a myriad of other competitors; Pandora, Spotify, MOG and the recently announced iTunes streaming service (yet to launch).

What appears clear is that with so many competitors, not all will survive.

Strategic relationships with powerful media brands such as Nine Entertainment Co. are important building blocks in the initial establishment phase of the various streaming brands.

SCA appear confident that when the competitive landscape inevitably contracts, Songl will survive. CEO Rhys Holleran said;

"We have long and successful relationships with both Sony and Universal through our national radio network which has been the catalyst for us all to join forces through DMD to deliver what we plan to be Australia’s best digital music entertainment experiences.”

You can see Songl here.