Spotify-backed Soundtrack acquires Tunify and Ambie to combine local expertise with global scale

Founded in Stockholm in 2013 as a joint venture with Spotify, Soundtrack now operates in 75 countries and has a strong presence in North America. Its music catalogue continues to expand and currently includes more than 125 million tracks. The company serves over 100,000 subscribers and manages thousands of direct licensing agreements.

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With the Tunify and Ambie teams joining the business, Soundtrack has established commercial and operational teams across the UK and the Benelux region, strengthening its regional footprint.

The acquisitions are part of Soundtrack’s wider strategy to consolidate the highly fragmented global music-for-business market. While Soundtrack delivers the global infrastructure for licensing and reliable streaming, bringing Tunify and Ambie into the group both of which will rebrand as Soundtrack—allows regional customers to continue benefiting from locally tailored music curation and personalised service.

According to Soundtrack founder and CEO Ola Sars:

“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.

We are thrilled to bring their expertise into the Soundtrack family: it’s a strategy of local focus and global scale.”