What will be hard for many consumers and artists is that Soundcloud has so many DJ's and/or podcasters who've been putting out something like a weekly mixtape or podcast for years. Now let's say all of the sudden they now put it behind the paywall. Consumers who have gotten used to getting this free content for years will now be irked. I'm afraid people already equate Soundcloud with great free content, so transitioning to anything else will be difficult.