{"id":2432840,"date":"2026-05-26T15:03:36","date_gmt":"2026-05-26T15:03:36","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2432840"},"modified":"2026-05-26T15:03:36","modified_gmt":"2026-05-26T15:03:36","slug":"tonada-exits-stealth-with-backing-from-vercels-ceo-and-last-fms-co-founder","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/tonada-exits-stealth-with-backing-from-vercels-ceo-and-last-fms-co-founder\/","title":{"rendered":"Tonada exits stealth with backing from Vercel’s CEO and Last.fm’s co-founder"},"content":{"rendered":"

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An array of music-industry veterans and operators, including the co-founder of online music pioneer Last.fm\u00a0and the CEO of cloud app hosting startup Vercel, are backing a Swedish AI-generated music platform designed to shake up the staid world of retail background music, which is\u00a0emerging from stealth today. \u00a0 <\/p>\n

Tonada<\/a> was founded\u00a0by Juan Manuel Serruya,\u00a0previously engineering lead at Spotify, and Jonathan Andersson, previously head of sales at Wolt, with a plan to overhaul the world of\u00a0retail and hospitality background music. <\/p>\n

Tonada says that physical spaces still run on intuition when it comes to background music, like a licensed playlist someone picked once, set to shuffle, looped forever, identical to the place down the street. \u00a0 <\/p>\n

It points to research showing that the tempo of background music in a physical space can move sales by more than 30 per cent. \u00a0 <\/p>\n

Tonada has built a proprietary AI generative-music engine that works with each brand to define its “sonic identity”, which then produces a unique catalogue of original tracks, it says. \u00a0 <\/p>\n

Because every track is generated specifically for the customer, the catalogue is fully owned and 100 per cent royalty-free, it says. \u00a0 <\/p>\n

Tonada says its tech integrates with the systems that already run in a physical space such as point-of-sale and foot-traffic signals, while also factoring in things like\u00a0time of day, weather, and local events, so the sound reacts in real time to what is happening in each location.\u00a0 \u00a0 \u00a0 <\/p>\n

Serruya, co-founder and CEO of Tonada, said: “For decades, ambience has been the most under-engineered part of the physical world. Brands have a CMS for their website, a POS for their checkout, a CRM for their customers, and nothing for how their spaces actually feel.\u00a0 \u00a0 <\/p>\n

\u201cWe’re building the infrastructure layer that sits between AI-generated audio and every physical space on earth. Music is the first surface. It is not the last.” \u00a0 <\/p>\n

Tonada says it has paying customers across Scandinavia, the DACH \u00a0region, and Singapore, spanning restaurants, hotels, nightlife and retail.<\/p>\n

Investors in the funding round, for an undisclosed amount, include Guillermo Rauch, founder & CEO, Vercel, Last.fm co-founder Michael Breidenbr\u00fccker, RTP Global, Karaoke Club, a16z scout Dora Palfi Osika, Norrsken Launcher’s Erik Engellau-Nilsson, and Tony Beltramelli, head of AI product at Miro.<\/p>\n

IMAGE: PIXABAY<\/a><\/p>\n<\/p><\/div>\n

\u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n

\u2018 Some details of this article were extracted from the following source tech.eu \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

An array of music-industry veterans and operators, including the co-founder of online music pioneer Last.fm\u00a0and the CEO of cloud app hosting startup Vercel, are backing a Swedish AI-generated music platform designed to shake up the staid world of retail background music, which is\u00a0emerging from stealth today. \u00a0 Tonada was founded\u00a0by Juan Manuel Serruya,\u00a0previously engineering lead […]<\/p>\n","protected":false},"author":2,"featured_media":2432841,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25179],"tags":[],"class_list":["post-2432840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/05\/Tonada-exits-stealth-with-backing-from-Vercels-CEO-and-Lastfms.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2432840","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2432840"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2432840\/revisions"}],"predecessor-version":[{"id":2432842,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2432840\/revisions\/2432842"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2432841"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2432840"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2432840"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2432840"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}