Inside Soundtrack’s Roll-Up Strategy: Building a Global Leader in Background Music with Ola Sars

Ola Sars, Founder, CEO & Chairman of Soundtrack Your Brand

In this episode of M&A Science, Ola Sars shares the story of his 20-year journey disrupting the music industry—first by co-founding Beats Music (later acquired by Apple), and now as the visionary behind Soundtrack Your Brand. Ola dives into the bold thesis that’s guided his career, why he’s pursuing a buyer-led M&A approach to consolidate a fragmented background music market, and how he’s turning legacy customer bases into scalable SaaS revenue.

Things you will learn:

• How to turn a  product thesis into a long-term growth engine

• How Ola evaluates roll-up targets based on CAC and subscription quality

• What it takes to digitize a legacy industry with B2B SaaS

• Lessons from Beats Music, Apple, and Spotify on scaling and selling

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Episode Chapters

[00:01:00] Introduction & Background 

[00:03:30] Early Thesis in Music Digitization

[00:04:30] Building and Selling Pacemaker and Let’s Mix

[00:06:00] Founding Beats Music & Apple Acquisition

[00:14:00] Lessons from Integration

[00:18:30] Starting Soundtrack with Spotify

[00:25:00] Licensing Challenges & Global Scale 

[00:28:30] Organic vs Inorganic Growth 

[00:30:00] The Soundtrack M&A Playbook

[00:33:00] Convincing Sellers to Join the Platform

[00:36:00] How Licensing Negotiations Built M&A Muscle

[00:46:00] Looking Ahead 

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