SoundCloud has announced a new partnership with Zefr, a content tracking company that currently works with YouTube to help identify songs on the platform and better facilitate either takedowns or ads being run against it. This means Zefr is YouTube's copyright enforcement manager. The announcement is light on the hard details of what the two companies plan to do together, though Zefr states it will "better understand the sharing of content on the platform." Some users are worried it could mean a stricter copyright enforcement and more ads.