Yup, I know. It feels like our safe haven for free, continuous music streaming has been tainted. When I first got hit with an ad, I was pissed! But when you actually read why the ads are there, you really can't be too mad.
It's for the artists. Yeah, the people who create, upload, and let their music be played for free in the first place-them. This is how SoundCloud will be paying artists whose music is streaming. Similar to Spotify. Now I don't know if there will be a paid subscriber option for listeners who want ad-free streaming but all of this is new, so we'll see. And I've only encountered the ads when I am streaming music on an artists' profile page.
So far the ads are only 10 seconds long, so lets hope they don't start acting like YouTube with 20 minute episodes of shows as an ad. Whether we like it or not, artists do deserve something for creating the music we live our lives too. So let's not turn up on SoundCloud and their ads-yet.