Well, now SoundCloud's offering of equity to major labels and the simultaneous announcement that they would be monetising the site makes total sense.

The quite frankly awesome music streaming service has indeed lost a lot of money. It made $14.1 million (turnover), up $6 million from 2012's figure, but the operating loss is a whopping $29.2 million, more than double that of 2012.

Valued at $700 million, the German startup has to date received funding in the form of just over $123 million, as well as help (an undisclosed amount of money, apparently) from the German Startups Group. But in order to be the best in their field, they've had to invest heavily in "technology, headcount and marketing." They put it simply: "Our overhead base has increased faster than our revenues."

Strangely, SoundCloud keeps being compared – and comparing itself – to YouTube, Apple and Amazon. These things don't offer the same functionality, in terms of being both a creator and a consumer: ease of uploading, commenting system, simple user experience, the way you can discover new artists or artists new to you through simply leaving it on play, the way you can navigate around and browse whilst things still play; Apple is, at the moment, still just iTunes, Amazon is just a marketplace, YouTube doesn't even have a pop-out player or any other way to watch stuff whilst looking for other stuff to watch (yet, anyway), which is a stroke of rubbishness.

In any case, it's probably a smart move to start monetising and investing in growth, especially since Apple actually does want to become the new Spotify, which does then make it quite similar to SoundCloud. Well, I like SoundCloud. In fact, this is very much a "…and my axe!" moment.