When Soundtrack Your Brand appeared in Sweden a year ago (Bulletin, 20-May-14), there was some confusion over whether its service based around providing Spotify to small businesses for their offices and stores was the work of the streaming service. As it turned out, it was merely a close partner – one founded by former Spotify exec Andreas Liffgarden and Beats Music co-founder Ola Sars.
A year on, and their company has raised $10.9m in Series B funding, led by telco Telia Sonera, with PlayNetwork, Creandum, Northzone, Wellington Partners and Spotify itself all investing too. Soundtrack Your Brand now has deals in Sweden with McDonald’s and (in pilot form) Starbucks according to TechCrunch, with Liffgarden admitting that the company may work with other streaming services besides Spotify as it expands globally. “This B round is all about expansion in what has essentially been an untouched market, and one of the few that has not been digitised,” said Sars, of the corporate music space.