Soundtrack Your Brand is one of the companies providing music for businesses, from bars, cafes and gyms to hotels, offices and shops. It launched in 2014, co-founded by Ola Sars, previously of Apple Music precursor Beats Music. Since then it has raised funding rounds (of $10.9m in 2015 and $22m in 2017) although it got some new competition last November with the launch of Apple Music for Business. Now Soundtrack Your Brand has a high-profile new licensing deal with the biggest label of all: Universal Music Group.
The deal is global (excluding China) just in time for many of the public businesses that use the service to reopen after the Covid-19 lockdown. “In Soundtrack, we have a partner whose technological and strategic reimagining of an evolving business-to-business model will support us in ensuring creators are valued and fairly compensated,” said UMG’s SVP digital strategy and business development James Healy.
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