Spotify invests in Soundtrack Your Brand to provide Spotify to businesses

Soundtrack Your Brand, a new startup that aims to bring Spotify subscriptions to businesses that play music in public including restaurant, bars and shops, has announced its first round of funding which saw the participation of Spotify itself as well as Creandum, Wellington, Northzone and HMP.

The service is called “Spotify Business”: it is a separate entity from Spotify but with its investment the streaming giant is keeping it close in close proximity should it succeed on a large scale.

The startup was founded by Andreas Liffgarden and Ola Sars, the former used to be head of biz dev at Spotify and the latter the co-founder of Beats Music, so there’s definitely a wealth of experience in play.

The service will be priced between 349 and 799 Swedish Kronor, the equivalent of roughly 31 to 72 British Pounds.

From a legal point of view Spotify cannot be currently used legally by businesses because it requires a commercial license. This is exactly what Spotify Business provides and is the reason for the additional cost. It’s unclear how the commercial license and the cost will affect the payments made from streams on Spotify Business at this time.

There are several companies aiming to provide easier ways for businesses to stream the music they and their customers want without hassles, it’s a massive market and given the reasonable price point Spotify Business could have a speedy start.


(Andrea Leonelli)