Is Serenade a public or private company?

Serenade is a private company. It is classified as venture growth investor backed and is currently operating.

When was Serenade founded?

Serenade was founded in 2020. It employs 11 to 50 people.

Where is Serenade based?

Serenade is headquartered in Sydney, Australia, in the Oceania region.

How does Serenade make money?

One revenue line is on record: smart Format Sales.

Who are Serenade's main competitors?

Broad incumbents on record are Bandcamp, Vinyl Me, Please, Discogs and Audiomack. Emerging players are Sound.xyz, Royal and Sonos Studio / Stem Player (Kano). Others are Pirates Press, Furnace Record Pressing and Sony Music / Warner Music merchandise divisions.

Does Serenade have an API?

No public API is recorded for Serenade.

What industry is Serenade in?

Serenade's product category is Music Collectibles & Merchandise. Its primary akta.pro industry code is MPACAFAE, Creator Merchandise & Print-on-Demand Platforms, with a secondary code of MPAIAJAA, Musical Instruments (Acoustic & Electric). Its NAICS code is 45914 and its SIC code is 3931.

Serenade company profile: firmographics, business model, customers, competitors

Namestring

Serenade

Legal namestring

Serenade Sound UK Limited

Websiteurl

serenade.co

Company typeenum

Private

Founded yearint

2020

Descriptiontext

Serenade is a music technology platform that produces NFC-enabled physical collectibles (branded "Smart Formats") which unlock digital music content, exclusive bonus material, and chart-eligible sales when tapped with a smartphone. The product line spans twelve formats including stickers, clothing tags, lanyards, mini cassettes, mini CDs, mini vinyl, wristbands, pin badges, patches, photo keyrings, and trading cards, with each item embedding an NFC chip that triggers browser-based content redemption without requiring an app download. Serenade holds official chart accreditation in eight territories (UK, Ireland, Australia, New Zealand, Germany, Austria, Belgium, and Netherlands) through partnerships with OCC, ARIA, and GfK, which enables physical Smart Format sales to count toward official music charts—a structural advantage over conventional merchandise.

The company operates through a Creator Platform (customer.serenade.co) where artists and labels configure releases, set chart territories, schedule releases, and track fan redemption metrics, plus a Smart Events extension with Apple Wallet and Google Wallet integration for live event activations. Serenade's business model is hardware sales of physical Smart Formats to artists, record labels, and event organizers at volume-tiered unit pricing ranging from £1.59 to £5.69 depending on format and order quantity, with the company managing end-to-end production and fulfillment from London. Customer segments span music artists and bands (primary), record labels, event organizers, music media/publications, and music retailers. The company serves a portfolio of 200+ artists including Mariah Carey, Take That, Craig David, Lewis Capaldi, Burna Boy, and Twenty One Pilots, alongside a long tail of independent and emerging acts such as Crystal Tides and The K's.

Serenade is a privately held subsidiary of Vinyl Group, headquartered at its registered office in Beaconsfield, UK, with Australian and US entities supporting multi-region operations. The company was founded in 2020 and raised approximately $4.1 million in a 2022 round led by OIF Ventures. The platform's value proposition centers on solving the inability of traditional physical merchandise to contribute to music charts, capture direct fan data, or enable ongoing post-purchase fan engagement—addressing pain points for both major label campaigns and independent artists seeking to compete on charts.

Short descriptiontext

Serenade produces NFC-enabled physical collectibles ("Smart Formats") that unlock digital music content and count toward official music charts in 8 territories. The company sells volume-priced hardware to 200+ artists, labels, and event organizers, managing production and fulfillment from London.

Operating statusenum

Operating

Ownership categoryenum

Headcount rangeband

11–50

akta.pro rankint

HeadquartersSydney, Australia

HQ citystring

Sydney

HQ countrystring

Australia

HQ regionstring

Oceania

Markets served

Serves global market

Offices1 record

Each record includes

City, Country, Type, Description, Source

Keyword5 values

music merchandise technology, NFC collectibles, physical music products, chart-accredited releases, fan engagement merchandise

Industry3 codes

1Creator Merchandise & Print-on-Demand Platforms

CodeMPACAFAEPrimaryYes

2Musical Instruments (Acoustic & Electric)

CodeMPAIAJAAPrimaryNo

3DJ & Performance Gear (Controllers, Turntables, CDJs, Mixers)

CodeMPAIAJACPrimaryNo

NAICS code2 codes

Musical Instrument and Supplies Retailers45914
Musical Instrument and Supplies Retailers459140

SIC code1 code

Musical Instruments3931

Product category

Music Collectibles & Merchandise

Social media profiles4 records

GTM motion2 records

Each record includes

Type, Description, Source

Revenue model1 record

1Smart Format Sales

TypeHardware Sales

Description

Serenade manufactures and sells physical Smart Format products (stickers, lanyards, mini cassettes, etc.) with embedded NFC chips. Products are sold in bulk to artists, labels, and event organizers at tiered pricing based on volume. Artists can sell these through their own stores, at shows, or via Serenade's platform. The company manages production and fulfillment.

serenade.co

Marketing channels6 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels5 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Pricing details11 tiers

1Mini Cassettes - Volume pricing from £3.99/unit