Soundtrack Your Brand renews licensing partnership with Warner Music and rolls out Soundtrack Unlimited

The business to business music streaming service, Soundtrack Your Brand, has renewed its global licensing agreement with Warner Music as it introduces a new on-demand service Soundtrack Unlimited, to enable business users to have more control over the music they play to their customers.

Soundtrack supplies licensed streamed music for businesses to play to attract and retain customers. The platform curates soundtracks by genre, sound and business type to help venues play music with a vibe consistent to the business they are delivering. The new on-demand service will enable businesses to pick and choose individual songs within those soundtracks.

The B2B music streaming market is still very much in its infancy and many businesses are still using employee’s personal streaming accounts to play music. Doing so is in breach of the terms and conditions set by those B2C streaming services, as well as the licenses that such platforms hold from music rights holders.

Research from Nielsen, commissioned in 2019 by Soundtrack, estimated that rights holders were losing some $2.65 billion worldwide because businesses are not using properly licensed services. Soundtrack Your Brand has highlighted that the opportunity to grow this market ‘is significant, with some 70 million commercial subscribers worldwide.’

Warner Music first licensed Soundtrack two years ago and in that time it has rolled its service into 74 markets. The service enables artists to reach over five billion customers worldwide as they visit venues including Lululemon, McDonald’s and W Hotels.

Soundtrack Your Brand’s new Soundtrack Unlimited on-demand service enables businesses to jump, skip and replay tracks, as well as create their own playlists and import others from Spotify. These features were only previously available on B2C services.

Ola Sars, founder and CEO, Soundtrack Your Brand, said: “Soundtrack is committed to increasing value in music streaming overall by fixing the broken and outdated background music market. Together with Warner Music we’re at the forefront of this change, driving innovation together in order to unlock value for music creators.

“We’re increasing pricing by five to 10 times and therefore significantly increasing royalties paid out to labels and artists, all this enabled by a superior product offering throughout 74 markets. Now the whole industry needs to join forces and make sure that compliance is ensured across the B2B music market, as it’s our collective responsibility to help those trying to make a living from their art.”

John Rees, SVP global business development, WMG added: “Soundtrack Your Brand has created a first-class streaming service that’s tailored to deliver music and data insights to businesses across the world. Warner continues to support them during this exciting new chapter, so that we can work to ensure that fair value from the commercial sector is being returned to artists and creators.

“With the launch of the new on-demand product, businesses around the globe can now access Warner’s incredible catalogue in new ways.”

Universal Music Group strikes partnership with Soundtrack Your Brand

Universal Music Group has signed up another global licensing deal, this time with a pioneering business-to-business cloud-based music streaming service called Soundtrack Your Brand. The new deal will allow the music platform offer tracks from the library of music produced by Universal Music Group’s own artists.

The aim of Soundtrack Your Brand is to deliver flexibility of music-streaming technology to brands and businesses for an ‘improved user and consumer experience.’ The model is based on full song trackability, and the deal will offer UMG’s artists and songwriters compensation and credit when their music is played in business and public environments.

Insight fro Soundtrack Your Brand has shown how playing music that reflects their brand’s value positively impacts a business, from noticeably moving sales to directly affecting customer satisfaction.

Ola Sars, founder and CEO of Soundtrack Your Brand, said: “Together with partners like UMG, we have re-imagined the licensing and business-to-business model. 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 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.”

In 2019 Soundtrack commissioned Nielsen to carry out the biggest study on background music to date, engaging with 5000 small businesses across two continents and seven countries. Nielsen reports that 21.3 million businesses are using illicit consumer services, leaving potential revenue untapped for the global music industry. With 88 per cent of businesses playing music four or five days a week and 86 per cent prepared to pay for an improved service, the opportunity is substantial.

James Healy, SVP digital strategy and business development, Universal Music Group, said: “In Soundtrack, we have a partner whose technological and strategic re-imagining of an evolving business-to-business model will support us in ensuring creators are valued and fairly compensated.”

Paul Stuart, head of licensing and business affairs, Soundtrack, added: “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 unrivaled catalogue and new frontline releases.”