Soundtrack Technologies, a company founded in 2013 as a joint venture with Spotify, has announced the acquisition of Tunify and Ambie, two major B2B music providers in the Benelux and UK markets, respectively.

Geographic Expansion and Strategy

The acquisition of Tunify, active in Belgium and the Netherlands, and Ambie, with a strong presence in the hospitality sector (Rocco Forte, Hyatt Hotels, D&D London, Hilton), allows Soundtrack to establish commercial and operational teams in the UK and the Benelux region. This move is part of a broader strategy to consolidate the fragmented international music-for-business market.

Global Infrastructure and Local Services

Soundtrack, which boasts a music library of over 125 million tracks and more than 100,000 subscribers in 75 countries, will provide the global infrastructure for rights management and streaming reliability. The integration of Tunify and Ambie will ensure that local businesses continue to receive personalized and curated services tailored to their specific needs. Both Tunify and Ambie will rebrand to Soundtrack.

Ola Sars, founder and CEO of Soundtrack, emphasized the importance of combining a global vision with a local approach: "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."