Elevator Music for the Latte Generation

Not long ago, when Mathias Forslund wanted to rock out while pulling espresso shots at the three Stockholm cafes he owns, he’d burn mixes to CDs. Once he discovered the ease of streaming music at home, he wanted the same convenience at work. But after scrutinizing the fine print on his subscription service, he realized he was breaking the rules. Enter a Stockholm startup called Soundtrack Your Brand .

Forslund today pays Soundtrack about 350 kronor ($42) a month for each of his cafes to have access to 30 million songs streamed from the cloud. He can create playlists that change hour to hour: classic rock for busier times, French chansons when he wants a calmer mood. “I love having so many songs at my fingertips,” he says. “Because it’s so easy to use, it’s perfect for our stores.”