Tonada has emerged from stealth mode with support from figures in both tech and music. The Swedish startup, which aims to transform how physical spaces use background music, counts among its backers Guillermo Rauch, CEO of Vercel, and Michael Breidenbrücker, co-founder of Last.fm. They say it’s building tools to replace the outdated, one-size-fits-all approach that still dominates retail and hospitality environments.
Founded by Juan Manuel Serruya, formerly Spotify’s engineering lead, and Jonathan Andersson, previously Wolt’s head of sales, Tonada targets the “staid” world of background music. Physical spaces often rely on static playlists chosen once and never updated. Research suggests tempo adjustments can boost sales by over 30 percent, yet most venues ignore such data.
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The platform uses AI to generate original music tailored to each brand’s “sonic identity.” Unlike generic royalty-free tracks, every piece is custom-made and fully owned by the client. This avoids licensing fees while ensuring the music aligns with a brand’s image, whether it’s a high-end hotel or a fast-casual restaurant.
The system integrates with existing infrastructure, pulling data from point-of-sale systems, foot-traffic sensors, and even weather forecasts. The result is real-time adjustments—slower tunes during slow hours, upbeat tracks for lunch rushes, or seasonal themes during holidays. “Music is the first surface,” said Serruya. “It’s not the last.”
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They already have paying customers across Scandinavia, the DACH region, and Singapore. These include restaurants, hotels, and retail stores. A recent funding round, though undisclosed in size, includes RTP Global, Karaoke Club, and a16z scout Dora Palfi Osika. Erik Engellau-Nilsson of Norrsken Launcher and Tony Beltramelli of Miro also joined as investors.
Current users report that the system’s adaptability has helped them stand out. One hotel chain in Stockholm, for example, uses Tonada’s AI to match music with local events, creating a more dynamic guest experience. The startup plans to expand its tech beyond music, though it’s focusing first on proving the concept in physical spaces.
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Despite the hype, some industry observers remain cautious. “AI-generated music is still a niche,” said one anonymous analyst. “Unless Tonada can scale its tech without sacrificing quality, it may struggle to compete with established players.” But with its founder team and investor list, the startup is aiming high.
The approach hinges on data. By linking music to sales, foot traffic, and customer behavior, it positions itself as a tool for optimization rather than just entertainment. They claim their system can reduce the guesswork in ambiance design—something no other platform has managed yet.