B2B music company Tuned Global has signed an agreement to provide Lululemon with licensed music for its catalog of over 10,000 Lululemon Studio fitness classes.
US-headquartered Lululemon, which generates over USD $6 billion a year, was originally best known for its yoga and athletic apparel but has more recently expanded into fitness classes – not least via its acquisition of connected fitness device Mirror last year.
Subsequent to that launch, Lululemon launched at-home fitness platform Lululemon Studio, via which participants can undertake live and pre-recorded fitness classes, available via the Lululemon Studio app and/or via the Mirror device.
In a blog post posted this week, Tuned Global said that in order to “add the perfect soundtracks to their fitness classes”, Lululemon “needed a reliable music management solution”.
To solve that problem, Tuned Global now provides Lululemon Studio with its B2B white-label playlist app for fitness companies, which, says the music company, “enables [Lululemon’s] instructors to curate playlists quickly and hassle-free”.
It also enables those same instructors to search for music via filters based on criteria such as BPM, key, genre, and other variables.
Importantly for the music industry, via Tuned Global, all music used via the app is fully licensed, while Lululemon gets the benefit of being able to brand the playlisting tool with its own identity.
Lululemon Studio has teamed up with Warner Music Group for catalog already and will be adding new music content soon.
Con Raso, Managing Director at Tuned Global, said: “We are proud to be powering music for one of the world’s most innovative and forward-thinking companies in fitness. We created that solution during the pandemic with the growing demand from fitness companies who needed guidance regarding music in digital workouts.
“Our mission is to make it easier than ever for instructors to create engaging content with no legal risk for the brands. We can’t wait to help more fitness and wellness companies provide the perfect soundtracks to their video fitness workouts.”
Tuned Global says its B2B solution offers direct integration with music rights administration platform, Music Reports, “to facilitate music publisher clearances and royalties”.
In addition, Lululemon Studio uses Tuned Global’s API to report on usage streams to the relevant rights holders to comply with their record label’s agreement and calculate royalties.
Tuned Global has previously offered B2B licensed digital music solutions to brands including Pizza Hut, UFC Ultimate Sounds, Coca-Cola and Vodafone.
In the second half of last year, APAC-born Tuned Global expanded its presence in the UK and Europe, hiring former Pandora exec, Rick Gleave, as SVP, Head of Europe & MENA.Music Business Worldwide