Soundlink Raises $2m to Turn Social Media Campaigns into Attributable Streaming Results
The ex-Spotify-founded platform has attributed 250 million streams across campaigns for more than 5,000 artists and labels since its June 2025 launch. The company this week also announced the launch of Soundlink Organic, a dedicated tool for artists and labels to create and schedule short-form content across social platforms to promote their music organically.
Soundlink, a music marketing startup that closes the gap between social media advertising and streaming results, has raised $2 million in a seed round led by Create Music Group. The platform lets artists and labels see exactly how their campaigns are driving engagement on Spotify; something the industry's existing tools have never been able to do.The raise is the first outside capital for the startup, which bootstrapped from its June 2025 launch to more than 5,000 artists and labels, including Magic Music, Fruits Music, and a number of major label partners, and has attributed 250 million streams across campaigns run on their behalf.
Co-founded by Sébastien Penot and Ariel Segura, who met on Spotify's product innovation team. Pénot on the product side, Segura on engineering. From that vantage point, the pair had a front-row seat to one of the music industry's most persistent and costly blind spots. "Labels were spending billions on social campaigns and genuinely had no idea which ones were working," says Penot. "Not because they weren't paying attention, but because the data simply wasn't there. That felt like a problem worth solving."
Soundlink launched in June 2025 with a single focus: solving the attribution problem for music marketing on social media. Soundlink Paid automates the entire campaign process, generating 50+ ad creatives, managing targeting and optimisation on Meta, and attributing campaign streams from Spotify, giving artists and labels a clear read on which campaigns are genuinely driving listeners and how those listeners engage with the music afterwards. The full workflow requires no media buying expertise and is designed to run in a single click.
Having established that foundation, the company has now launched Soundlink Organic to address the growing demand for short-form content. Since launch, Soundlink Organic has onboarded 5,000+artists and labels, driven 250 million attributed streams attributed to Soundline campaigns and generated 6 million Spotify listeners through its campaigns. The new product enables artists to generate hundreds of video clips from a single upload and schedule them in bulk across TikTok and Instagram Reels, with real-time analytics to surface what is resonating. "Our mission is to help artists get their music heard. And today, that starts on social media,” said Sébastien Penot, Co-founder & CEO, Soundlink. The product turns a workflow that previously consumed entire marketing team workweeks into a task that takes minutes.
Together, the two products give artists and their teams a single platform to own both paid and organic social media with the same one-click simplicity and a clear view of the streaming impact their activity is generating.
Create Music Group,the world’s leading independent music and entertainment company, led the funding round. “Create is one of the foremost digital marketers of music in the world, which the company has achieved by staying on the cutting edge of paid media and digital audience growth. We’ve seen firsthand how powerful social platforms is for music discovery, but also how limited attribution and measurement are for artists and labels. When Sebastien and Ariel showed us the technology they had built to solve that problem, it was clear that combining their product expertise with our experience in paid music marketing could create something genuinely valuable for the industry,” said Stef Van Vugt, Head of Catapult at Create.
Soundlink will use the seed capital to grow its product and engineering team, which is fully distributed across Latin America, Asia, and Europe. The company says it has remained deliberately lean since launch, bootstrapping to its current scale before bringing in external funding.
Soundlink is available now at getsoundlink.com.
About Soundlink
Soundlink is a music marketing platform that helps artists and labels grow on streaming platforms through social media. Its two products — Soundlink Paid and Soundlink Organic — automate content creation, ad management, and campaign attribution, connecting Meta advertising directly to verified Spotify listener data. Founded in 2024 by Sébastien Penot and Ariel Segura, Soundlink is backed by Create Music Group and serves over 5,000 artists and labels worldwide. www.getsoundlink.com
About Create Music Group
Create is a platform for some of the world's most influential independent record labels and creative entrepreneurs. We operate a portfolio of specialist, market-leading label brands and catalog assets, centralized onto a unified platform comprising technology, data, marketing, and capital. Our mission is to help independent labels grow and thrive in the digital era. To learn more about Create Music Group, please visit www.createmusicgroup.com.