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SiriusXM Adds Cloud Cover to Background Music Portfolio

The satellite radio company said its three music-for-business services will compliment each other.

SiriusXM has acquired Cloud Cover Music, giving the satellite radio giant a third entry into the background music market. The companies said this week that Cloud Cover will be structured under the Pandora brand, but operate alongside — and not be merged with — Pandora for Business or the parent company’s other B2B platform, SiriusXM Music for Business.

Cloud Cover Music offers businesses a range of fully licensed and commercial-free audio stations for a monthly fee. Like SiriusXM for Business, it specializes in programmed stations based on genres and eras, however, Cloud Cover also boasts curated playlists geared for specific moods and types of businesses, like spas and coffee houses. Sister service Pandora for Business acts more like its namesake and allows users to create and refine their own stations.

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On its website, CCM says existing subscribers won’t notice many changes in terms of customer service or contracts, though its roll-up to SiriusXM means it will be able to leverage the resources of its sister platforms to deliver more stations and music, “along with new and creative ways to access, control, and curate music to precisely fit your business goals.”

The crowded music-for-business also includes Soundtrack Your Brand, Mood Media, Rockbot, SoundMachine and others.

SiriusXM said the El Segundo, Calif.-based Cloud Cover Music will continue to be led by vice president and general manager Mark Lehman.

“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,” said Lehman. “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.”

Joe Verbrugge, executive vp, 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.”

Financial terms of the acquisition were not disclosed. SiriusXM was represented by Weil, Gotshal & Manges LLP. Alkali Partners served advised Cloud Cover Media, and David Wohlberg and Ekong Udoekwere represented the company as counsel.