There is no doubt that there has been quite a bit a movement within the digital world, with former HBO and NBC Universal executive Alison Moore as SoundCloud’s new Chief Revenue Officer. Moore’s career history is quite impressive as she was solely responsible for NBC’s TV “Everywhere” initiative that includes business goals such as consumer marketing, the company’s partnerships and extensive product strategy.

In addition, prior to this position, Moore was general manager/executive vice president of NBCUniversal’s DailyCandy. Prior to joining NBC Universal, Moore was on HBO for 9 years, where she served as HBO’s senior vice president, Digital Products. Also, she has held roles at other entertainment-based media companies such as Cablevision and Turner Broadcasting during her time in Atlanta. Moore’s wide-ranged experience in various facets of media may be what this online music platform needs to compete with competitors.

One of Moore’s biggest tasks will be the launch of a subscription service this year with a few other online music distribution companies. With this in mind, SoundCloud has hinted at some plans to offer a paid service Spotify and other music subscription services with a paid service of its own. Similar to Spotify, Soundcloud’s paid subscription would basically capitalize on its relationships with DJs and producers.

Furthermore, this Soundcloud paid subscription would be deep-rooted in these business relationships which would essentially allow for music produced by these artists to be exclusively released through this Berlin based music giant first. This online platform’s music exchange with prestigious record labels’ DJ’s, producers and other artists would in turn create an increased level of demand for music listeners across the world, thus further making them even more competitive in the music sphere.

In addition to the subscription service, Moore will also work on rolling out more advertising across SoundCloud in order to further engage her audience on a wide array of social media platforms in the digital space . “We’re thrilled to have Alison heading up what will become a monetization engine of global scale,” said SoundCloud co-founder and CEO Alex Ljung in a statement.