Since WeTransfer was founded in 2009, we have always given away 30% of our full-screen background images, or wallpapers, to promote artists, designers and musicians whose work we admire. Through this we have developed a particular affinity with the music community, and artists like Prince, Moby and Azalea Banks have released albums through our platform.
WeTalkMusic was a way of building on these relationships and creating original content that reflects our knowledge of the music scene.
From the beginning we used Mixcloud as lodestar around which we built the content. We knew we wanted to host the episodes on that platform and so we spent time researching the kind of content the Mixcloud community enjoy and thinking about how our new series could cater to that group in an authentic way.
We secured some great names for the first episodes including Julia Holter, Bonobo and Hundred Waters,and devised a format with our host Thris Tian (ex Boiler Room) that would combine great music with genuinely insightful conversation.
The results exceeded our expectations; to date the two episodes have been played more than 179,000 times, racking up over 1.5 million listened minutes on Mixcloud. The second episode topped both Mixcloud’s indie and alternative charts, the first episode also reached number 1 in the alternative rankings.
The series has been covered by various prestigious music authorities such as Resident Advisor, XLR8R and Thump.