Music-tech firm Soundtrack Technologies acquires Tunify and Ambie, expanding its global reach and consolidating the fragmented business-music market in Europe.
Soundtrack Technologies, the Stockholm-based provider of music services for businesses, has acquired Tunify, a Belgian and Dutch music service provider, and Ambie, a United Kingdom-based music service provider, strengthening its presence across key European markets.
The deals bring together three established players in the fast-growing background-music industry, a sector that serves restaurants, hotels, retailers and other commercial venues.
Ambie, headquartered in London, supplies curated music to global hospitality brands including Rocco Forte Hotels, Hyatt, D&D London and Hilton. Tunify operates across Belgium and the Netherlands, providing licensed music and digital signage services to thousands of businesses.
Both companies will be integrated into Soundtrack and rebranded under its name.
Building a Global Platform
Founded in 2013 as a joint venture with Spotify, Soundtrack Technologies has grown into one of the largest business-to-business music providers worldwide. The company operates in 75 countries, maintains a library of more than 125 million tracks, and serves over 100,000 subscribers.
It also holds thousands of direct licensing agreements, allowing it to manage music rights at scale while delivering reliable, tailored streaming to commercial customers.
With the addition of Tunify and Ambie, Soundtrack now gains established commercial and operational teams in the United Kingdom and the Benelux region—an important step in its plan to create a truly global footprint.
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Consolidating a Fragmented Market
The acquisitions are part of a broader strategy to unify what remains a highly fragmented international market for business music.
Soundtrack aims to provide the technical backbone—rights management, streaming infrastructure and global licensing—while preserving the localized expertise that companies like Tunify and Ambie have built with regional clients.
“Music is a universal language, but business is local,” said Ola Sars, founder and chief executive of Soundtrack Technologies. “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.”
Sars described the approach as “a strategy of local focus and global scale,” blending regional curation with centralized technology.
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A Growing Industry
The business-music sector has expanded rapidly in recent years as more brands view in-store audio as a key part of customer experience.
By folding established regional providers into a single platform, Soundtrack is positioning itself as a dominant global player capable of serving multinational clients with consistent quality across borders.
For Tunify and Ambie customers, the company says, day-to-day service will remain locally focused—even as the technology behind it becomes part of a much larger international network.
With these acquisitions, Soundtrack Technologies signals its ambition to become the default soundtrack for businesses worldwide.
