Universal Music Group signs global deal with Soundtrack Your Brand

Universal Music Group signed a global deal with b2b cloud-based streaming service Soundtrack Your Brand.

Backed by Spotify, and launched in 2013 “to kill bad background music”, Soundtrack Your Brand has 30 million tracks and delivers music-streaming technology to brands and businesses.

In Australia it offers a monthly subscription from $32.40 upwards.

It provides data to businesses like retailers, restaurants and hotels on how playing music that reflects their values generates loyalty, sales and customer satisfaction.

The company offers a 30-day trial, and has 300 ready-made soundtracks, and also creates soundtracks from customised demands or from Spotify playlists – all with an explicit-lyrics filter.

UMG artists and songwriters will get paid per stream compensation with clear accountability when their music is played in business and public environments.  

Soundtrack Your Brand was co-founded by former Spotify head of business development Andreas Liffgarden and Beats co-founder Ola Sars.

“Together with partners like UMG, we have reimagined the licensing and business-to-business model,” Sars said.

“We hold the conviction that music has intrinsic value as an art form and that creators must be compensated for their contribution to a business. 

“Brands can benefit artists in accessing new fans, if their in-store music is insightfully matched to their customer and brand values.

“It is my belief that through Soundtrack, there is substantial value to be unlocked for artists, rights owners and brands.” 

James Healy, SVP digital strategy and business development at Universal Music Group, believes that Soundtrack is “a partner whose technological and strategic reimagining of an evolving business-to-business model will support us in ensuring creators are valued and fairly compensated.”

According to Paul Stuart, head of licensing and business affairs at Soundtrack Your Brand; “Whether you run a bar in Brooklyn, a café in Sydney or a multinational brand, customer experience is everything. 

“I couldn’t be happier for our customers who can now access UMG’s incredible artists and their music through their unrivalled catalogue and new frontline releases.”

The global deal does not include China.