All fifths can go from Soundtrack to your brand: "It's a shame"

Soundtrack, your brand, which sells ambient music to shops and restaurants, is one of Sweden's most rewritten startups. The company has received over one billion billion venture capital and one of the largest shareholders is both the Industrial Fund and Spotify.

Soundtrack, your brand, has grown rapidly, doubling its turnover to 61 million SEK. But at the same time, losses have risen again and activity has almost doubled.

Now the two founders, Ola Sars and Andreas Liffgarden, are taking power to make the company profitable.

"In the past, we have focused solely on growth, growth, growth, and now growth and profitability have been applied," Ola Sars said.

As part of the new strategy, 20 Soundtrack brands are forcing 100 employees to leave their jobs. Staff was informed on Tuesday morning and negotiations are underway with the union.

"Nothing is clear, but from the company, we announced that 20 people in the offices in Stockholm and Seattle would end.It is a pity for the people who suffer, but for the company, it's a real decision, "says Andreas Liffgarden.

Previously, Soundtrack made your brand work with three different sales channels: online, through partners, and through direct sales. The company has now decided to stop direct sales.

"We simply have a bad profitability in this channel, instead we will try to control some of the sales on our online site," says Andreas Liffgarden.

At the same time, it is open to the fact that the short-term change will have a negative impact on sales.

"This is a perfectly good decision for us strategically, but it is clear that the turnover will soon hit."

But he and Ola Sars still expect sales to increase in total this year and next.

"This year, sales are not particularly affected by this decision and we expect strong growth and next year we will grow, but I do not want to say how much."

When do you leave with a profit?

"I do not want to give a forecast, but we have clearly laid out the path to profitability, which is precisely why we are taking this step," says Andreas Liffgarden.

Want to know more about Soundtrack your brand? Check out our weekend meeting with Ola Sars, where he tells us about how he and Beats teamed up with Dr. Dre.