Photo Credit: Soundtrack Technologies founder and CEO Ola Sars by Rickard Croy
Soundtrack Technologies acquires European B2B music provider Tunify and UK-based background music service Ambie to widen its operational presence.
Stockholm-headquartered Soundtrack Technologies has announced the acquisition of Tunify, a B2B music provider in the Benelux (Belgium-Netherlands-Luxembourg) region, and UK-based background music service Ambie. These acquisitions establish Soundtrack Technologies as an operational presence in the UK and Benelux markets.
The Ambie and Tunify teams will join Soundtrack Technologies, and both services are scheduled to rebrand under the Soundtrack Technologies name. Existing customers of both acquired companies now have access to the full Soundtrack technology suite, which includes a library of over 100 million licensed tracks and remote management tools.
The acquisitions are part of a broader strategy by Soundtrack to consolidate the international music-for-business sector. By integrating regional operators, Soundtrack aims to combine its global rights management infrastructure with the localized curation and market knowledge established by Tunify and Ambie.
“By welcoming Ambie and Tunify to Soundtrack Technologies, we are investing in the specific cultural and musical nuances of several markets,” said Ola Sars, founder and CEO of Soundtrack Technologies. “It is a strategy of local focus and global scale.”
Founded in Stockholm in 2013 as a joint venture with Spotify, Soundtrack Technologies is a service designed for commercial use that enables businesses to stream music legally across multiple locations.
Soundtrack Technologies serves over 100,000 subscribers and maintains direct licensing deals for a catalog that has grown to over 125 million tracks. The platform is actively used in 75 countries by companies including Uniqlo, Four Seasons, Dr. Martens, Kiehl’s, Joe & The Juice, and TAG Heuer.
Recent milestones for Soundtrack include its inclusion in the Financial Times 2025 list of Europe’s 1,000 Fastest-Growing Companies; the 2024 launch of its AI-driven playlist generator for commercial environments; and the $15 million raised in a 2023 funding round led by MUSIC, Balderton Capital, Fuel Venture, and Industrifonden.
