A new Swedish-Australian partnership will see more retailers, restaurateurs, brands and businesses use music more effectively to entice their customers.

Spotify-backed Soundtrack Your Brand, set up in 2013, has entered the Australian and New Zealand markets through a partnership with Australian in-store music provider Marketing Melodies.

Soundtrack Your Brand’s flagship division Soundtrack Business, is a subscription-based music-streaming platform licensed for commercial and public spaces.

Its multinational customers include McDonald’s, TAG Heuer and TONI&GUY, along with thousands of small-to- medium businesses across 100 countries.

Melbourne-based Marketing Melodies supplies background music, digital signage and other retail technology to 4,600 retail stores through Australia and New Zealand.

These include Witchery, The Just Group, Grill’d, Kathmandu and Optus.

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