Spotify-backed Soundtrack acquires Tunify and Ambie to build local power with global scale

Soundtrack Technologies, a Stockholm-based company with significant backing from Spotify, has announced the acquisition of Tunify and Ambie, two prominent players in the business-to-business music sector. This strategic move aims to consolidate the fragmented international market for background music services, enhancing Soundtrack's global reach while emphasizing localized service delivery. The acquisitions are expected to bolster Soundtrack's presence in key European regions and strengthen its competitive position against larger international entities. Tunify, a B2B music provider operating in Belgium and the Netherlands, and Ambie, a UK-based background music service catering to global hospitality clients like Hyatt Hotels and Hilton, will both be rebranded under the Soundtrack name. This integration brings established commercial and operational teams to the UK and Benelux regions, complementing Soundtrack's existing global infrastructure for rights management and streaming. Soundtrack's extensive music library, featuring over 125 million tracks, currently serves over 100,000 subscribers across 75 countries, with a significant footprint in North America. The primary impact of these acquisitions is the creation of a more robust European digital music infrastructure capable of competing on a global scale. By incorporating the localized expertise and customer bases of Tunify and Ambie, Soundtrack aims to provide businesses with both hyper-localized music curation and reliable global streaming services. This dual approach addresses the CEO's philosophy that while music is universal, business operations and customer preferences are distinctly local, positioning Soundtrack to better serve diverse regional markets.