Soundtrack amplifies music-for-business market consolidation, acquires UK’s Ambie and Belgium’s Tunify
Soundtrack Technologies, a Stockholm-based background music platform for businesses, today announced that it has acquired Tunify, a Belgium-based B2B music provider, and Ambie, a UK-based background music service dedicated to hospitality.
With these acquisitions, Soundtrack has established commercial and operational teams across the UK and the Benelux. These teams work alongside existing staff in Stockholm and the US, strengthening its European presence. The Benelux and UK expansions are intended as a launchpad for further M&A planned by the Swedish company in legal music streaming for sectors, including retail, hospitality, and other service industries. Both Tunify and Ambie will rebrand to Soundtrack.
Soundtrack founder and CEO Ola Sars said, “Music is a universal language, but business is local. By welcoming Ambie and Tunify to Soundtrack, we aren’t just acquiring customer bases; we are investing in the specific cultural and musical nuances of several markets. We are thrilled to bring their expertise into the Soundtrack family: it’s a strategy of local focus and global scale.”
A spin-off of the University of Leuven, Tunify is a business-focused streaming music service founded in 2017, serving the Belgian and Dutch markets. Founded in 2015, London-based Ambie caters to global clients, including Rocco Forte, Hyatt Hotels, D&D London, and Hilton.
Soundtrack (previously known as Soundtrack Your Brand) was co-founded in 2013 by Ola Sars (co-founder of Beats Music), Andreas Liffgarden, Joel Brosjö, and Spotify (initially known as Spotify Business). The platform enables global brands to stream music legally and strategically in commercial spaces.
The company’s M&A strategy focuses on consolidating a fragmented market, acquiring and integrating regional legacy incumbent operators. Soundtrack also mentions that it will also call out business practices when providers fail to operate in accordance with regional mandates.
According to Soundtrack, these acquisitions are part of its strategy to consolidate the fragmented international music-for-business market. Explaining the value proposition, Soundtrack states that it provides the global infrastructure for rights management and streaming reliability, while the incorporation of Tunify and Ambie ensures that regional businesses continue to receive the hyper-localised curation and service they value.
Soundtrack reports that it has a catalogue of more than 125 million tracks and caters to over 100,000 subscribers. The platform also offers multi-location playlist control, including remote management tools, built-in licensing compliance, and AI-driven music scheduling.
In 2024, Soundtrack launched its industry-first AI Playlist Generator for businesses. In 2023, Soundtrack raised €12.6 million ($15 million) in a pre-growth round led by MUSIC, a holding company led by Matt Pincus in collaboration with Liontree, JS Capital Management, and Schusterman Family Investments, along with existing Soundtrack investors, including Balderton Capital, Fuel Venture Capital, Industrifonden, Telia, and DIG.
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