SoundCloud say "We're a form of social media"

In a recent discussion at the FastForward conference in Amsterdam last week, SoundCloud’s Director of Label Relations, Julia Killer said “Do not think of us as a streaming service. Yes, we’re a streaming service, but first and foremost we’re a form of social media.”

“The more you engage, the more results you get. End of. It’s up to you to set yourself up for success on the platform.”

SoundCloud has paved the way for countless artists to reach the big stage, including San Holo, Chance The Rapper, Post Malone and Kygo. So did these people engage with their fans to a critical level, or was it simply a matter of uploading incredible music?