MUMBAI: ZEFR, the American technology company has officially partnered with SoundCloud, the music streaming service, to help the company and its music partners better understand the sharing of content on the platform. This is considered to be an important step toward helping SoundCloud and its partners build a new creative ecosystem for the benefit of all creators of music and audio files.

“ZEFR has been a leader in rights management for half a decade. SoundCloud is a vibrant platform where the fans are sharing content, and ZEFR can find the right ways to use that fan activity for the benefit of SoundCloud, its music label partners and publishers,” said ZEFR, co-founder Zach James. “We are excited to use our technology and expertise to help make SoundCloud a go-to platform for content creators and advertisers,” he continued.

“SoundCloud is continuing its evolution as a mature platform for labels and advertisers,” said SoundCloud co-founder and CEO Alexander Ljung. “Working with ZEFR, SoundCloud is taking another step to becoming the powerhouse player in the digital audio business,” Ljung continued.

In August 2014, SoundCloud launched its creator partner program, On SoundCloud, which would help pay content creators for their work through advertising.