B2B Music Streamer Soundtrack Acquires Tunify and Ambie

Soundtrack Technologies, the streaming service that provides music to businesses and the hospitality industry, has acquired competitors Tunify and Ambie.

The companies:

• Soundtrack Technologies was established in Stockholm in 2013 as a joint venture with Spotify and was previously known as Soundtrack Your Brand.

• It’s active in 75 countries with a subscriber base that includes global brands such as Uniqlo, Dr. Martens, Four Seasons, Kiehl’s and more.

• Co-Founder Ola Sars co-founded Beats Music, which was bought by Apple in 2014.

• Tunify is a B2B music provider in the Belgian and Netherlands markets.

• UK-based Ambie is a background music service for the hospitality industry that counts amongst its global clients Hyatt Hotels, Hilton and Rocco Forte.

What it means:

• The acquired companies will operate under the Soundtrack banner while retaining their local teams.

• As per Music Business Worldwide, existing clients of Tunify and Ambie will gain access to Soundtrack’s technology platform, “which features AI-driven music scheduling, remote management tools, and a catalog of more than 100 million licensed tracks.”

• The deal gives Soundtrack operational presence in the UK and Benelux region, in addition to offices in Sweden and the US.

What they said:

• Ola Sars: “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.”