The company also promoted Ama Walton and added a senior vp of strategy.
The layoffs were announced during an all hands meeting by CEO Eliah Seton.
The veteran executive is departing the streaming company after nearly two years on the job.
The platform will allow creators to tap into data that identifies their most loyal listeners — who they can then direct message through the service.
Merlin members — including independent labels and distributors — will explore "new revenue opportunities" via the platform's user-centric payment model.
Outgoing chief Michael Weissman is leaving the company, while Fred Wilson will replace founder Alexander Ljung as chairman of the board.
We still remember when Virtual Self b2b G Jones was first announced for last year’s return of Second Sky. It was the epitome of, “Holy shit, really? This is really happening?!” It was the first Virtual Self set in a couple years, and a rare b2b for G Jones outside of Eprom. The festival wen
Joining from Napster, Lovell will also oversee the company's artist and label relations and commercial partnerships teams.
Despite an improved gross margin, the company's operating loss deepened due to an increase in marketing spending and "significant investments" in headcount.
The label, helmed by veteran manager Kei Henderson, is the latest in a string of distribution and services deals that SoundCloud has launched in recent months.
