{"id":250189,"date":"2026-02-04T09:38:01","date_gmt":"2026-02-04T09:38:01","guid":{"rendered":"https:\/\/www.musicbusinessworldwide.com\/?p=250189"},"modified":"2026-02-04T09:38:01","modified_gmt":"2026-02-04T09:38:01","slug":"b2b-music-streamer-soundtrack-acquires-ambie-and-tunify-expanding-presence-in-uk-and-benelux","status":"publish","type":"post","link":"https:\/\/www.musicbusinessworldwide.com\/b2b-music-streamer-soundtrack-acquires-ambie-and-tunify-expanding-presence-in-uk-and-benelux\/","title":{"rendered":"B2B music streamer Soundtrack acquires Ambie and Tunify, expanding presence in UK and Benelux"},"content":{"rendered":"

Stockholm-based B2B music streaming service Soundtrack Technologies<\/b><\/span> (formerly Soundtrack Your Brand) has acquired two background music providers.<\/p>\n

Soundtrack<\/b>, formerly Soundtrack Your Brand, bought UK-based Ambie<\/b>, which provides background music to hospitality companies, and Tunify<\/b><\/a>, which operates in Belgium and the Netherlands.<\/p>\n

Financial terms of both transactions were not disclosed. Both companies will adopt the Soundtrack brand while retaining their local teams.<\/p>\n

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Soundtrack was established in 2013 as a joint venture with Spotify and initially operated under the name Spotify Business. <\/b><\/p>\n

The company later rebranded to Soundtrack Your Brand before rebranding to its current name. It claims to have secured \u201cthousands\u201d of direct licensing deals with rightsholders and maintains a library of over 125 million <\/b>tracks.<\/p>\n

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The new deals give Soundtrack operational presence in the UK and Benelux region, adding to its existing offices in Sweden and the US. The company now serves customers across 75 countries.<\/p>\n

Ola<\/b> Sars<\/b>, founder and CEO of Soundtrack, said: \u201cMusic 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.<\/p>\n

“We are thrilled to bring their expertise into the Soundtrack family: it\u2019s a strategy of local focus and global scale.\u201d<\/p>\n

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\u201cMusic 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.”<\/p>\n

Ola Sars, Soundtrack<\/span><\/p><\/blockquote>\n

Ambie’s client roster includes hotel groups Rocco Forte, Hyatt, <\/b>and Hilton<\/b>, along with restaurant operator D&D London<\/b>. Tunify has built relationships across Belgian and Dutch retail and hospitality sectors. Those customers now gain access to Soundtrack’s technology platform, which features AI-driven music scheduling, remote management tools, and a catalog of more than 100 million <\/b>licensed tracks.<\/p>\n

On its website<\/a>, Tunify said users\u2019 current Tunify account will keep working as usual following the acquisition.<\/p>\n

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Soundtrack<\/b> said the music-for-business market represents a significant growth opportunity. More than 100 <\/b>million commercial locations worldwide use music to enhance customer experience, creating a potential market worth $40 billion<\/b> in incremental annual retail value, the company said.<\/p>\n

The platform has attracted more than 100,000<\/b> subscribers, including global brands such as Uniqlo, Dr. Martens, Four Seasons, Kiehl’s, Joe & The Juice <\/b>and TAG Heuer.<\/b><\/b><\/p>\n

In 2023, Soundtrack raised<\/a> $15 million<\/b> in a pre-growth round led by MUSIC<\/b>, a holding company run by Matt<\/b> Pincus<\/b> in partnership with Liontree, JS Capital Management, <\/b>and Schusterman Family Investments.<\/b><\/p>\n

Previous investors including Balderton Capital, Fuel Venture Capital, Industrifonden, Telia, <\/b>and DIG <\/b>also <\/b>participated.<\/b><\/b><\/p>\n

Soundtrack says its acquisition strategy aims to integrate regional legacy operators into its platform.<\/p>\n

The company\u2019s co-founder, Ola Sars, co-founded Beats Music<\/b>, which Apple<\/strong> acquired<\/a> in 2014.<\/p>\n","protected":false},"excerpt":{"rendered":"

Both companies will adopt the Soundtrack brand while retaining their local teams.<\/p>\n","protected":false},"author":38,"featured_media":250299,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[135023,131749,132680,3839,108,135024],"class_list":["post-250189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ambie","tag-ola-sars","tag-soundtrack","tag-soundtrack-your-brand","tag-spotify","tag-tunify"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/250189","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/users\/38"}],"replies":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/comments?post=250189"}],"version-history":[{"count":9,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/250189\/revisions"}],"predecessor-version":[{"id":250301,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/250189\/revisions\/250301"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media\/250299"}],"wp:attachment":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media?parent=250189"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/categories?post=250189"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/tags?post=250189"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}