“Background music today is sold as a utility, and there’s rarely much thought going into what music brands are playing and why,” Andreas Liffgarden, former global head of business development at Spotify, said of his new operation. “Today’s background music sucks for brands and consumers alike, and it’s hurting the music industry at large. As lovers of music and technology, we’re completely overhauling this industry, to once and for all kill bad background music.”
Soundtrack Your Brand entered the U.S. market last May.