Soundtrack Technologies has acquired Tunify, a B2B music provider serving the Belgian and Netherlands markets, and Ambie, a UK-based background music service dedicated to hospitality, with global clients including Rocco Forte, Hyatt Hotels, D&D London, and Hilton.
Soundtrack, founded in Stockholm in 2013 as a joint venture with Spotify, is active in 75 countries with a major presence in North America. The Soundtrack music library is continually growing (currently featuring over 125 million tracks), and has over 100,000 subscribers and thousands of direct licensing deals.
With the Tunify and Ambie teams joining Soundtrack, the acquisitions mean that Soundtrack now has commercial and operational teams established across the UK and the Benelux region.
It’s part of a broader strategy to consolidate the fragmented international music-for-business market. Soundtrack provides the global infrastructure for rights management and streaming reliability, while the incorporation of Tunify and Ambie (both of which will rebrand to Soundtrack) ensures that regional businesses continue to receive the hyper-localised curation and service they value.
According to Soundtrack founder and CEO 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.”
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