US broadcaster SiriusXM has bought music for business service, Cloud Cover Music.
Cloud Cover operates across the United States and Canada, and provides background music for businesses like restaurants and retail stores.
For the former, the company counts food chains such as Burger King, Taco Bell and McDonald’s as some of its clients.
It also works with US retail giant Walmart and a various other brands from telco Sprint, to car giants Toyota, BMW and Mercedes.
By acquiring Cloud Cover, the firm joins SiriusXM’s other music for business divisions SiriusXM Music for Business and Pandora for Business, both of which fall under SiriusXM’s commercial music portfolio.
SiriusXM acquired Pandora in a $3.5 billion all-stock transaction back in 2018.
According to SiriusXM, the services available in its commercial music portfolio provide “comprehensive and complementary offerings for businesses of all sizes.
The Cloud Cover Music team will continue to be led by Vice President and General Manager Mark Lehman.
According to an FAQ page about the buyout on Cloud Cover’s website, the company says that its “music team will continue to add new artists and stations, along with hundreds of hours of new music every month”.
Adds Cloud Cover: “And we will continue to invest in our product to keep it the easiest to use and the best value on the market.
“Of course, with SiriusXM’s and Pandora’s extensive resources and expertise supporting us, we will be able to do even more for our customers going forward.”
“We are thrilled to become part of the SiriusXM family.”
Mark Lehman, said: “We are thrilled to become part of the SiriusXM family.
“As one of the fastest growing music for business services, we’re proud of the track record that Cloud Cover Music has achieved with our tens of thousands of customers.
“We’re excited to have the brand recognition and strength of SiriusXM and Pandora behind us as we continue to focus on delivering the best music and messaging products for businesses.”
“SiriusXM and Pandora have always offered a unique blend of great content and great technology.”
Joe Verbrugge, SiriusXM
Joe Verbrugge, Executive Vice President, SiriusXM, added: “Cloud Cover Music has built an advanced tech platform with a host of features that are very attractive to businesses who want an easy-to-install solution, want to be fully covered on licensing, and also want to be able to create a tailored soundtrack for their business.
“SiriusXM and Pandora have always offered a unique blend of great content and great technology.
“The addition of Cloud Cover Music to our commercial music portfolio is expected to help propel us forward and contribute to the growth of our business.”
Elsewhere in the music for business sector, in 2019, Apple partnered with in-store music and entertainment provider PlayNetwork to launch its own Music for Business service.
In October 2020, B2B music streaming service Soundtrack Your Brand renewed its global licensing agreement with Warner Music.
In August 2020 Soundtrack Your Brand and Universal Music Group (UMG) inked a global licensing deal, excluding China.
SiriusXM recently announced shows from the likes of TikTok and SoundCloud.Music Business Worldwide