SoundCloud has officially partnered with Zefr – the tool which YouTube uses to help its partners detect when the copyright of their material has been infringed.

Labels have two options when such an infringement is brought their attention on YouTube: either order a take-down, or claim ad revenue generated on the video.

Zefr said its new deal was ‘an important step toward helping SoundCloud and its partners build a new creative ecosystem for the benefit of all creators of music and audio’.

“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 Zach James, co-founder of Zefr.

“We are excited to use our technology and expertise to help make SoundCloud a go-to platform for content creators and advertisers.”

SoundCloud has a global audience of more than 175 million unique listeners monthly.

In August 2014, the company launched their creator partner programme, On SoundCloud, to provide creators the opportunity to be paid for their work through advertising. In November, Warner Music Group became the first music company to license the service.

On SoundCloud is currently paying out around €150k a month to music rights-holders.

“SoundCloud is continuing its evolution as a mature platform for labels and advertisers,” said Alexander Ljung, co-founder and CEO of SoundCloud.

“Working with Zefr, SoundCloud is taking another step to becoming the powerhouse player in the digital audio business.” [Music Business Worldwide]