Soundtrack, the Stockholm-based company that streams licensed music to shops, hotels and restaurants, said on February 4, 2026 that it had acquired Ambie, a UK background-music service for the hospitality industry. It announced a second purchase at the same time: Tunify, a business-music provider in Belgium and the Netherlands.
Financial terms of neither deal were disclosed.
Both Ambie and Tunify will rebrand to Soundtrack, but their local teams will stay on and continue to handle music curation and customer service in their markets. Soundtrack will supply the rights management and streaming infrastructure behind them.
What Ambie built
Ambie programmes background music for hospitality venues in the UK. Its clients include the hotel groups Rocco Forte, Hyatt and Hilton, as well as restaurant operator D&D London, according to Music Business Worldwide.
The coverage of the deal did not give Ambie's founding date, headcount, revenue or funding history, and the companies did not publish them.
Tunify, the other company Soundtrack bought, has built its customer base among retailers and hospitality businesses in Belgium and the Netherlands. Tunify told its users on its website that their existing accounts would keep working as usual after the acquisition.
“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.”
Why Soundtrack is buying
Soundtrack described the two deals as part of a plan to consolidate the fragmented market for music in businesses, where many small regional operators serve local clients. Its pitch is to pair its global licensing and streaming platform with the local curation and relationships that companies like Ambie have built.
The acquisitions give Soundtrack commercial and operational teams in the UK and the Benelux region, adding to its existing offices in Sweden and the United States. Customers of both acquired companies now have access to Soundtrack's platform, which includes AI-driven music scheduling, remote management tools and a catalogue of more than 100 million licensed tracks.
Soundtrack says more than 100 million commercial locations worldwide use music, and puts the potential incremental retail value at $40 billion a year. It says it wants to bring regional legacy operators onto its platform.
Founder and chief executive Ola Sars said the company was investing in the specific cultural and musical nuances of several markets, and called the approach a strategy of local focus and global scale.
The buyer
Soundtrack was set up in Stockholm in 2013 as a joint venture with Spotify and first operated as Spotify Business. It later became Soundtrack Your Brand and now trades as Soundtrack Technologies. Sars previously co-founded Beats Music.
The company is active in 75 countries, with a large presence in North America. It reports more than 100,000 subscribers, including Uniqlo, Dr. Martens, Four Seasons, Kiehl's, Joe & The Juice and TAG Heuer, and says it has signed thousands of direct licensing deals with rightsholders. Tech.eu put its music library at more than 125 million tracks.
In 2023 Soundtrack raised $15 million in a round led by MUSIC, a holding company run by Matt Pincus with LionTree, JS Capital Management and Schusterman Family Investments. Earlier investors Balderton Capital, Fuel Venture Capital, Industrifonden, Telia and DIG also took part, Music Business Worldwide reported.
What changes for Ambie's customers
The two acquisitions were announced together, and Soundtrack did not say which was larger, how much it paid for either, or how many staff joined from Ambie. Ambie's existing hotel and restaurant clients gain access to Soundtrack's full technology suite, including its remote management tools and its licensed catalogue.
For hotels and restaurants using Ambie, the visible change is the name: the service moves to the Soundtrack brand while the team that programmes their music stays in place. Soundtrack said the deal was not only about buying customer bases. Digital Music News noted that Soundtrack was named in the Financial Times 2025 list of Europe's 1,000 fastest-growing companies and launched an AI playlist generator for commercial venues in 2024.
