Soundtrack Your Brand is a Stockholm-based B2B music streaming service that provides licensed background music to thousands of businesses including stores, hotels, and restaurants. Founded in 2013 as a joint effort with Spotify (originally Spotify for Business), the company serves clients such as McDonald’s, Lululemon, Uniqlo, Joe & The Juice, Aesop and Tag Heuer. It offers a global music streaming platform tailored for commercial settings to strengthen customer relationships through music. The company raised $15M in pre-growth funding and intends to use the proceeds to expand operations and broaden its business reach. Leadership changes include Matt Pincus (MUSIC) joining the board as part of the investment. Moving into 2024, Soundtrack Your Brand plans an additional growth round to fund further consolidation of the global background music market. Soundtrack Your Brand operates a licensed music streaming service for public and commercial environments, combining data analysis and music expertise to deliver content that fits individual brands and can help increase sales. The service is marketed to large customers and thousands of small and medium-sized businesses, with named customers including McDonald’s, TAG Heuer and Toni & Guy. Co-founded by Andreas Liffgarden (formerly global head of business development at Spotify) and Ola Sars (formerly COO and co-founder of Beats Music), the company expanded from the Nordics into over 100 countries in 2016. During that expansion the company reported revenue and user base growth of nearly 400%. The company intends to use new funding to ramp up global expansion and improve its streaming service for businesses. It is based in Stockholm, Sweden. Soundtrack Your Brand is a Spotify-backed service that streams music into business locations using installable hardware and a Spotify-like app experience for employees and customers. The product also offers analytics and big-data features to show how music and streamed promotions interact with customer activity. The company is expanding into the U.S. and has signed a global framework deal to provide streaming services to McDonald’s, covering the chain’s more than 36,000 restaurants, though content will be fulfilled by other providers in some markets. Soundtrack must sign direct deals with franchise locations for installations to proceed; it already has installs in about 60% of McDonald’s restaurants in Sweden and is running pilots with large franchises outside Sweden. The company was co-founded by Spotify’s former head of business development and a founder of Beats Music. Financially, it has raised $20 million to date from its owners, up from $11 million previously, with backers including Spotify and other investors. Soundtrack Your Brand offers two services (Spotify Business and Spotify Enterprise) that let retailers and other businesses control and stream Spotify music in stores and venues, with a music controller and developing music analytics. The company works exclusively with Spotify for music supply today and is positioning itself as a Spotify satellite, though it may expand music sources as it grows. It is live only in Sweden, where it counts single-venue customers, McDonald’s restaurants nationwide, and a pilot with Starbucks. Pricing in Sweden is about SEK450 (~$55) per month for single-store deployments and SEK750 (~$92) per store per month for larger enterprise deployments. The product emphasizes legal, centralized, remotely managed in-venue streaming and is developing analytics that correlate music to customer behavior and sales. The startup has 32 employees and describes the recent financing as a “healthy B round.” The company plans to use the funding to expand across the Nordics and then into Europe, the U.S. and beyond.

Total raised

$68M

Funding rounds

4

Latest round

Equity

Latest activity

Jun 2023