What Splash does

Splash is an AI music company, incorporated in Australia as Popgun Labs Pty Ltd and headquartered in Brisbane. Founded in 2017 and originally named Popgun, the company has been developing proprietary generative AI for music since inception, with a full in-house stack covering text-to-singing, text-to-rap, generative text-to-music, composition, melody generation, voice transfer, lyrics generation, and mastering. Its AI models are trained on a self-recorded, in-house music dataset supplemented with Creative Commons-licensed data, and the company trains on AWS Trainium silicon — positioning Splash as both an AI-native product builder and an ethical-AI alternative in a contested training-data landscape.

Splash's product surface is unusually broad for an 11–50-person company. Its primary distribution is the Roblox game 'Splash Skate & Music' (45M+ unique players, 750M plays in 2025), which is free-to-play with in-app purchases. Beyond Roblox, Splash operates a mobile beat-making app on iOS and Android, a web-based collaborative music platform (Kaimix), a collaborative artist-sound remixing platform (WeMixed, 100+ artist sounds across 32 genres), an AI text-to-music tool (Splash Pro Gen-2, positioned as 'Midjourney for music'), a rap-vocal AI feature (BeatBot), and an Amazon Alexa skill. Customer segments span young creators on Roblox (primary), general music creators, and music artists/labels (Virgin Music Group, RAC, Phantoms, Baby Jane, Vandelux, Sofi Tukker) using the platform for fan engagement.

The business model is predominantly freemium, monetized through Roblox in-app purchases, mobile in-app purchases, and emerging commercial licensing via Splash Pro. Total disclosed funding is approximately $20.8 million across a 2021 Series A led by Amazon's Alexa Fund and Bitkraft Ventures, with backing from Khosla Ventures, King River Capital, Techstars, and Mawson. In March 2024, founder Stephen Phillips transitioned to Chairman and Tracy Chan (ex-SoundCloud CCO, ex-Twitch Head of Music, ex-Spotify Director of Product Management) was appointed CEO.

Name

Splash

Legal name

Popgun Labs Pty Ltd

Website

https://splashmusic.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Splash is an AI music company building generative text-to-music models and a multi-platform creation ecosystem, anchored by a Roblox game with 45M+ players, serving young creators, general music makers, and music artists/labels globally.

Ownership category

akta.pro rank

Product category

AI Music Creation Platform

NAICS

Software Publishers (5132), Sound Recording Industries (5122)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

AI Music Creation & Assistive Tools (Generation, Separation, Mastering) (MPAIAIAG)

akta.pro secondary industry

Mobile Music Creation Apps (Beatmaking, Songwriting, Practice) (MPAIAIAC)

Keywords

• AI music generation
• Generative music tools
• Music creation app
• Virtual music gaming
• Collaborative music platform

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Roblox In-App Purchases: Splash's Roblox game is free to play, with optional in-app purchases for additional features, virtual goods, or premium content.
2. Splash Mobile App: Splash's mobile app (iOS, Android) provides access to sound packs, beatmaker instruments, and social sharing. Revenue likely generated through in-app purchases or premium features within the app.
3. Kaimix Platform: Web-based music creation platform enabling collaborative music making. Revenue model not explicitly disclosed publicly.
4. Splash Pro: AI-powered music generation tool positioned as 'Midjourney for music', enabling licensable music creation from text prompts. Commercial licensing of generated music as a revenue stream.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Splash develops AI-powered games and tools that let anyone create, perform, and share music without formal training or instruments. Its products span a Roblox-based virtual music world, mobile beat-maker apps (iOS/Android), web-based collaborative platforms (Kaimix and WeMixed), and Splash Pro text-to-music generation. The offering is built on proprietary AI models trained on Splash's in-house recorded music library, including text-to-singing, text-to-rap, generative text-to-music, composition, melody, voice transfer, lyrics, and mastering capabilities.

Product overview

Splash is an AI music company offering a multi-platform portfolio centered on democratizing music creation. The core offerings include: (1) Splash on Roblox - a music game where players create and perform music live to other players in a virtual world; (2) Splash App - a mobile beat maker available on iOS and Android; (3) Kaimix - an online collaborative music creation platform enabling instant music mixing with global creators; and (4) WeMixed - a platform featuring artist sounds for collaborative remixing. The company layers AI capabilities including generative text-to-music, text-to-singing, text-to-rap, and mastering across these products, powered by proprietary models trained on in-house recorded music datasets. Additional products include Splash Pro (AI music generator), BeatBot (AI lyric generator), Amazon Alexa Skill, and curated sound packs like Lofi Volumes.

Differentiator

Problem solved

Functional benefit

Brands

• Splash Pro: AI-powered music generator that allows users to create licensable music from text prompts.
• Kaimix
• wemixed

Products and services

• Splash Skate & Music (Roblox) The primary music creation and performance game on Roblox where players skate, dance, and create music to perform live to other players. Features AI-powered instruments and collaborative music creation within a virtual entertainment world; targets young creators and Roblox gamers.
• Splash App (Mobile Beat Maker) Mobile music creation app available on iOS and Android providing access to a vast library of sound packs and beatmaker instruments. Users can create music and share creations on social media with the hashtag #madewithsplash.
• Kaimix Interactive online music creation platform that enables instant collaborative music creation. Users can create unique tracks by adding their voice or style to existing sounds, with the ability to build on other creators' mixes for global collaborations.
• WeMixed Collaborative music platform featuring artist sounds for fans to mix with. Includes over 100 artist sounds from Grammy winners and community creators, spanning 32 genres including Electronic, K-pop, Lofi, Pop, and R&B.
• Splash Pro AI-powered music generation tool described as 'Midjourney for music' that creates licensable music from text prompts. Includes BPM control feature for specifying tempo of generated tracks; targets content creators needing royalty-free music.
• Lofi Volumes Curated collection of chill, dreamy lofi sound packs by Lofi Kumo for use on Kaimix. Includes three volumes with soft beats, warm textures, nostalgic melodies, and cozy background vibes.

Quantifiable outcome

• 400 million all-time visits to Splash Roblox game
• +7 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature11 records

Partnerships

Three partnerships are on record, tiered core and secondary.

• AWS (Amazon Web Services)coreTechnology or Integration · 1 June 2026Splash Music is using AWS Trainium custom chips for AI model training. Splash is featured alongside DeCart AI, Neura Robotics, and Poolside as AI startups building world models on Amazon's Trainium infrastructure. AWS provides the compute infrastructure for Splash's AI music generation capabilities.
• AWS Generative AI Innovation CentercoreTechnology or Integration · 1 July 2025Splash Music is featured as a customer case study in AWS's $100M+ investment in the Generative AI Innovation Center, demonstrating measurable ROI from AI adoption. AWS field engineers, data scientists, and tools from the Center are being used to accelerate Splash's agentic AI deployment.
• Virgin Music GroupsecondaryGTM or Marketing Partner · 1 August 2024Virgin Music Group partnered with Splash to host a virtual Sofi Tukker meet-and-greet on Roblox, featuring exclusive in-game branded merchandise, live performance content, and fan interaction activities. This collaboration represents a strategic intersection between the traditional music industry and virtual gaming spaces.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Suno: AI music generation platform producing full songs from text prompts; the most direct head-to-head competitor to Splash Pro and the company's generative text-to-music capability, targeting a similar creator/prosumer use case.
• Udio: Generative AI music platform competing directly with Splash on text-to-music quality and licensable outputs; targeted by major label lawsuits, making Splash's clean-data positioning a contrast point.
• Stability AI (Stable Audio): Offers Stable Audio, a generative AI music creation product, overlapping with Splash Pro in creator/generation use cases and competing for the same text-to-music developer and prosumer audience.
• Boomy: AI music generation platform enabling non-musicians to create and distribute songs, with a similar democratization-of-music-creation thesis and emphasis on streaming-platform monetization.
• Loudly: AI-powered music generation platform for content creators and brands, offering similar text-to-music and customizable outputs targeting creators who need royalty-free music — overlapping with Splash Pro's commercial-licensing positioning.
• Smule: Mobile music creation and social singing app with a comparable target audience (young, social, non-musician creators) and similar beatmaking/performance features, overlapping directly with Splash's mobile app and Roblox surface.

Broad incumbents

• BandLab: Massive social music-creation platform with tens of millions of users; competes with Splash's mobile and web creation surfaces (Kaimix, Splash App) and shares the user-generated-music thesis, but as a much larger incumbent.
• Roblox: The platform on which Splash's flagship game is built; not a product competitor but a critical infrastructure and distribution dependency that hosts and monetizes the majority of Splash's users.
• Spotify (Sandbox/AI initiatives): Major music platform investing in generative AI (AI DJ, voice translation, acquisition of Soundtrap) that could move downstream into Splash's creator/prosumer lane; also Splash CEO Tracy Chan's former employer, giving insight into strategic direction.

Emerging players

• Soundtrap (Spotify): Cloud-based collaborative music creation studio owned by Spotify; overlaps with Splash/Kaimix on browser-based collaborative music making, though aimed more at music students and prosumer creators than gaming audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SplashMusicCo
• YouTubeyoutube.com/c/SplashMusicCo
• LinkedInlinkedin.com/company/splashmusic
• Instagraminstagram.com/splashmusicco
• TikToktiktok.com/@splashmusicco

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds4 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Splash