In this exclusive interview with Commercial Integrator, Matteo Luppi, co-founder and CEO of SoundMachine, reflects on the company’s positive differentiators. SoundMachine is, of course, a leader in cloud-based streaming, delivering high-quality sound and music worldwide.
As the industry prepares for InfoComm 2025, read on to learn more about SoundMachine, including…
- how it offers the largest music catalog in the entire B2B music streaming space
- how businesses of all sizes can benefit from SoundMachine
- the latest details about the innovative SoundMachine Partner Program
- how SoundMachine helps integrators be “the hero” to their clients.
Commercial Integrator: One way that SoundMachine sets itself apart is by offering the largest music catalog in the entire B2B music streaming space. What are some other differentiators that will intrigue integrators who attend InfoComm?
Matteo Luppi: Beyond offering the largest music catalog in the B2B streaming market, SoundMachine distinguishes itself through total flexibility and integration readiness. We are one of the few services specifically built for commercial applications, supporting curated stations, customer playlist imports, scheduling, and messaging, all from a cloud-based control panel. Importantly, SoundMachine integrates seamlessly with AV systems integrators already work with—platforms like Crestron, Control4, Bluesound Professional, and RTI. Our new High Definition tier delivers 320kbps audio quality, ensuring that premium environments sound as good as they look. We also include public performance licensing in several key markets, simplifying compliance for businesses and removing a traditional barrier for clients. With SoundMachine, integrators don’t just sell a music solution; they offer a licensed, scalable, and highly customizable experience that enhances the overall value of their AV design projects.
Commercial Integrator: Businesses of all sizes and at all resource levels can benefit from your tiered pricing. Can you give us an overview of the tiers so that InfoComm visitors know what to ask about for their applications?
Matteo Luppi: SoundMachine’s tiered pricing ensures that businesses of all types—from a single-location café to a nationwide hotel group — can access a music solution that fits their budget and scale. Our base tier provides access to hundreds of curated stations, scheduling tools, and licensing coverage. The mid-tier offering adds more customization, including the ability to import playlists from Spotify or Apple Music. For enterprise or high-end customers, our High Definition tier streams music at 320kbps. All our plans include enhanced administrative control, multi-site management, and custom branding options like tailored messaging. This structure gives integrators the flexibility to propose different service levels based on client expectations and infrastructure.
Commercial Integrator: InfoComm attendees who express interest in SoundMachine are going to want to learn about the innovative SoundMachine Partner Program. How does the program serve AV integrators and installers?
Matteo Luppi: The SoundMachine Partner Program was built specifically to serve AV integrators and installers by offering a structured, predictable way to grow their recurring monthly revenue (RMR) streams. We offer two types of programs to best fit different integrator needs.
Our Partner Program is ideal for smaller or less complex installations: integrators receive a 10% commission on the revenue generated by the end customer, for the lifetime of the account. It’s a simple, hands-off model that creates long-term, passive income.
For larger projects or integrators looking for direct pricing control, our VAR (Value-Added Reseller) Program offers wholesale pricing, allowing partners to set their own margins when billing their customers. Both programs are designed to be flexible, easy to manage, and highly profitable for AV professionals. There are no heavy certification requirements or complicated commitments. Integrators can deploy SoundMachine alongside their control systems, AV networks, or multi-room audio installs and immediately start earning from the ongoing service relationship.
Commercial Integrator: Ultimately, SoundMachine helps the integrator be the “hero,” providing a one-stop-shop solution to the client. Explain how that is the case.
Matteo Luppi: SoundMachine empowers AV integrators to become full-service providers, solving one of the most common gaps in commercial deployments: reliable, licensed, high-quality background music. Rather than having to coordinate with multiple vendors or leave the client to find their own solution (risking legal non-compliance), the integrator offers a turnkey system. Through SoundMachine’s easy-to-use platform, businesses can manage their own content and scheduling — or the integrator can manage it on their behalf, further strengthening the service relationship. The simplicity of SoundMachine’s deployment options — hardware players, mobile apps, and compatibility with major AV control platforms — means the solution fits naturally into existing system designs. Ultimately, by offering SoundMachine, integrators help clients create better atmospheres, stay legally compliant, and reduce operational headaches. It transforms the integrator from simply a technical installer into a strategic partner supporting the client’s brand and customer experience.
