Twitter has announced a $ 500 m investment in music streaming platform , SoundCloud . Reports say the investment is part of a funding initiative in the region of $ 100 million , placing SoundCloud 's valuation at about $ 700 million . Ben Crawford , implementation director at IPG Mediabrands , said that the " battle for the ears " had been overshadowed in the race for video , but Twitter 's investment focuses on a strong alternative to traditional radio , offering consumer - oriented audio content . Twitter will gain new opportunities beyond traditional radio with a more targeted reach .
Twitter has announced a $70m investment in music streaming service, SoundCloud. Reports say the investment forms part of a funding initiative in the region of $100m, placing SoundCloud's valuation at about $700m. Ben Crawford, implementation director at IPG Mediabrands, said that the "battle for the ears" had been overshadowed in the race for video, but Twitter's investment focuses on a strong alternative to traditional radio, offering consumer-centric audio content. Advertisers will gain new opportunities beyond traditional radio with a more targeted reach.