SoundCloud has started incorporating advertising as part of its ongoing licensing negotiations with record labels, artists, publishers and distributors.

The streaming service will run ads from companies such as Red Bull, Jaguar and Comedy Central in conjunction with licensed content, allowing artists and labels to earn royalties for the first time.

Sony/ATV, BMG, INgrooves, Seed and a number of independent artists are amongst those to have come to an agreement with SoundCloud. Universal, Warner and Sony are reportedly yet to ...