Soundtrack Technologies has strengthened its position in the global music for business market through the acquisition of two established regional players, Tunify and Ambie. The move expands Soundtrack’s footprint across the UK, Belgium, and the Netherlands, while advancing its broader ambition to consolidate a highly fragmented international sector.
Expanding across key European markets
The acquisitions bring together Soundtrack’s global streaming infrastructure with Tunify’s strong presence in the Benelux region and Ambie’s deep roots in the UK hospitality sector. Tunify is a long standing B2B music provider serving businesses across Belgium and the Netherlands, while Ambie has built a reputation as a specialist background music service for hospitality brands, counting Rocco Forte, Hyatt Hotels, D&D London, and Hilton among its clients.
With both teams joining Soundtrack and rebranding under its name, the company now has established commercial and operational teams across the UK and Benelux. This local presence is designed to support customers who value hands on service, cultural understanding, and market specific music curation, alongside reliable and compliant streaming technology.
From Spotify joint venture to global platform
Founded in Stockholm in 2013 as a joint venture with Spotify, Soundtrack has grown into a global music streaming platform tailored specifically for business use. Today, the company operates in 75 countries, with a particularly strong presence in North America. Its music catalogue continues to expand rapidly and now includes more than 125 million tracks, supported by thousands of direct licensing agreements.
Soundtrack serves over 100,000 subscribers worldwide, spanning sectors such as hospitality, retail, fitness, offices, and public spaces. The platform is designed to address the unique requirements of businesses, including rights management, streaming stability, and brand appropriate music experiences, areas that differ significantly from consumer music streaming.
Balancing global scale and local expertise
The acquisition of Tunify and Ambie reflects Soundtrack’s strategy of combining global scale with local expertise. While the company provides centralised infrastructure for licensing, technology, and product development, it sees regional knowledge as critical to delivering relevant music experiences for businesses.
According to Soundtrack founder and CEO Ola Sars, the company’s approach recognises that while music connects people everywhere, business needs are shaped by local culture and customer expectations.
Music is a universal language, but business is local. By welcoming Ambie and Tunify to Soundtrack, we are not just acquiring customer bases, we are investing in the specific cultural and musical nuances of several markets. It is a strategy built on local focus and global scale, Sars said.
By integrating Tunify and Ambie, Soundtrack aims to ensure continuity for existing customers, while enhancing service through improved technology, a broader music library, and long term product investment.
Consolidating a fragmented industry
The international music for business market remains highly fragmented, with many regional providers operating independently and facing increasing complexity around licensing, technology, and scale. Soundtrack’s acquisition strategy is focused on bringing these players together under a single global platform, while preserving the strengths that made them successful in their local markets.
For Tunify and Ambie customers, the transition to Soundtrack is intended to be evolutionary rather than disruptive. Businesses will continue to benefit from curated playlists and local support, now backed by a larger organisation capable of investing in reliability, compliance, and innovation.
Looking ahead
With the UK and Benelux now firmly embedded in its operational structure, Soundtrack is positioning itself for further growth across Europe and beyond. The company’s expanding catalogue, international reach, and hybrid global local model suggest it will continue to play an active role in shaping the future of music for business, as companies increasingly view sound as a core part of customer experience and brand identity.