Tonada Raises €2.6M for AI Sonic Branding Platform

Stockholm-based startup Tonada has successfully closed a €2.6 million pre-Seed funding round, aiming to revolutionize how businesses craft their auditory presence. The investment, led by Antler with significant participation from Spintop Ventures, RTP Global, Triple A VC, and Karaoke Club, alongside notable angel investors including Vercel founder Guillermo Rauch, will fuel the expansion of its artificial intelligence-driven platform for creating bespoke soundscapes.

Tonada's innovative technology generates original, royalty-free music tailored to a brand's unique identity, addressing a significant gap in the market where sonic branding is often an afterthought. Unlike traditional approaches that rely on generic licensed playlists, Tonada offers a dynamic and evolving audio experience. This move taps into a growing understanding within the retail and hospitality sectors that a well-defined sound can significantly impact customer perception and purchasing behavior. Research indicates that brand-aligned music can boost sales by as much as 9.1%, a stark contrast to the underperformance of random popular tracks.

The company, co-founded in 2025 by former Spotify engineering lead Juan Manuel Serruya and ex-Wolt sales head Jonathan Andersson, positions itself as an operating system for the sensory experience of physical spaces. Their proprietary generative AI platform transforms brand attributes into a continuous stream of unique audio content. This approach not only enhances customer engagement but also mitigates the risk of hefty fines associated with playing unlicensed music, a common issue for many small businesses. Tonada's subscription model consolidates all licensing and royalty fees, offering a streamlined solution.

The significance of sonic branding is increasingly recognized in an era where consumers are exposed to a multitude of sensory inputs. While visual branding has long been a priority, the auditory dimension is now gaining traction as a powerful differentiator. The market for AI-generated content is expanding rapidly, with applications moving beyond simple text and image generation into more complex creative domains like music composition. Tonada's focus on physical retail and hospitality environments, sectors heavily reliant on atmosphere, positions it well within this evolving technological landscape.

Tobias Bengtsdahl, General Partner at Antler, highlighted the company's potential, stating, “Tonada is one of those cases that builds both a better product for their brand clients and a superior experience for the end consumers. They’re building real infrastructure in a category with real world impact that has been overlooked far too long.” The founders' combined expertise in AI, audio, and retail is seen as a key asset, with early traction already evident across Scandinavia, DACH, and Singapore in sectors including restaurants, hotels, wellness, and co-working spaces.

This funding round underscores the investor confidence in Tonada's vision to democratize high-quality sonic branding. By providing an accessible and scalable AI solution, Tonada is poised to become a critical tool for brands seeking to create memorable and impactful customer experiences through sound. The company's ability to generate original, adaptable, and legally compliant audio content offers a compelling value proposition in a market ripe for innovation.