Sounds Like Gold

Name

Sounds Like Gold

Legal name

Sounds Like Gold

Website

https://soundslikegold.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Independent Music Label

NAICS

Record Production and Distribution (51225), Music Publishers (512230)

SIC

Phonograph Records & Prerecorded Audio Tapes & Disks (3652)

akta.pro primary industry

Record Labels (Major & Independent) (MPAIAAAA)

akta.pro secondary industries

Brand Partnerships & Music Placement Services (Non-Exclusive Brand Deals) (MPAIALAM), Public Performance/Neighboring Rights for AV Uses (Cue Sheet & Reporting Services) (MPAIALAK)

Keywords

• Independent music label
• Artist development services
• Music publishing rights
• Sync licensing services
• Record label distribution

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Music Sales and Streaming: Revenue from album and single releases through digital streaming platforms and music sales across their artist roster.
2. Sync Licensing: Sync licensing requests are handled through dedicated portal for film, TV, advertising, and video game placements.
3. Publishing Rights: Publishing revenue from Grappa Musikkforlag and other sub-label publishing operations.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Sounds Like Gold operates an independent music label group based in Oslo, Norway, providing artist development, recording, digital distribution, music publishing, and sync licensing services. The company runs multiple genre-specialized sub-labels (Propeller Recordings, Indie Recordings, Grappa Musikkforlag, 777 Music, Hubro, Heilo, Simax, Barneselskapet, Shift, and Svale Records) covering pop, rock, jazz, classical, folk, metal, hip-hop, and children's music. Services include demo submission handling, A&R outreach, international distribution via streaming platforms, and sync licensing for film, TV, advertising, and games.

Product overview

Sounds Like Gold is an independent music company and label group based in Oslo, Norway. The company operates as a unified portfolio of distinct record labels spanning multiple genres: Shift (new genre-agnostic commercial music for the Norwegian market), Svale Records (jazz), Propeller Recordings, Indie Recordings (rock/metal), Grappa Musikkforlag, 777 Music, and the classical/folk/jazz cluster (Hubro, Heilo, Simax), plus Barneselskapet (children's music). The company also offers demo submission services and sync licensing requests, providing a comprehensive platform for artist development, label operations, and music publishing across the Norwegian and international market.

Differentiator

Problem solved

Functional benefit

Products and services

• Shift A Norwegian frontline label under Sounds Like Gold dedicated to commercial, genre-agnostic music for the Norwegian market, taking a long-term approach to artist development and career building. It was co-founded in autumn 2025 by Alexander Reed and Eivor Wersland. First signed artist Hagle reached #1 on Spotify Norway.
• Svale Records A Norwegian jazz label based in Oslo, launched in May 2026 under Sounds Like Gold. Founded to curate releases emphasizing tone, presence, heart, and musical integrity at the intersection of tradition and the present, rooted in Norway's jazz heritage with international scope.
• Propeller Recordings One of Norway's largest independent record labels, operating under the Sounds Like Gold group with a roster spanning various genres.
• Indie Recordings Independent Norwegian record label under Sounds Like Gold focused on rock and metal genres. Led by Celine Høie as Head of Rock & Metal. Repertoire includes Jordsjuk (Spellemann Award Hardrock & Metal 2025 winner), Building Instrument, and Djerv.
• Grappa Musikkforlag Norwegian music publishing label under Sounds Like Gold covering classical, folk, and jazz genres with publishing rights management functions.
• 777 Music Independent Norwegian record label operating under Sounds Like Gold covering various music genres.
• Hubro Classical, folk, and jazz label under Sounds Like Gold.
• Heilo Classical, folk, and jazz label under Sounds Like Gold.
• Simax Classical, folk, and jazz label under Sounds Like Gold.
• Barneselskapet Children's music label under Sounds Like Gold.
• Sync Licensing Services Dedicated sync licensing request service operated through [email protected], providing music placement for film, TV, advertising, and video game productions using the Sounds Like Gold roster.
• Demo Submission Service Online demo submission form allowing artists and bands to submit material for A&R consideration across all genres under the Sounds Like Gold label group.

Quantifiable outcome

• Artists achieved #1 on Spotify Norway and Norwegian radio charts
• +2 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• Propeller RecordingscoreChannel Partner/ Reseller/ DistributorEstablished Norwegian independent label within Sounds Like Gold group covering various genres.
• Indie RecordingscoreChannel Partner/ Reseller/ DistributorRock and metal focused label within Sounds Like Gold group. Led by Celine Høie as Head of Rock & Metal.
• Grappa MusikkforlagcoreChannel Partner/ Reseller/ DistributorClassical, folk, jazz, and music publishing label within Sounds Like Gold group.
• 777 MusiccoreChannel Partner/ Reseller/ DistributorIndependent label within Sounds Like Gold group covering various music genres.
• ShiftcoreChannel Partner/ Reseller/ DistributorNew commercial, genre-agnostic frontline label for Norwegian market, established autumn 2025. First release by Hagle reached #1 on Spotify Norway. Founded by Alexander Reed and Eivor Wersland.

Scale indicators5 records

Recent moves2 records

Expansion highlights6 records

Broad incumbents

• Sony Music Norway: Sony Music's Norwegian affiliate is the third major-label presence in Norway, competing head-to-head with Sounds Like Gold's roster of pop, rock, and jazz artists. Comparable in A&R focus on Norwegian-language and Scandinavian artists but vastly larger in distribution and global touring infrastructure.
• Universal Music Norway: Universal Music's Norwegian operation is one of the country's dominant recorded-music players and is the most direct competitor to Sounds Like Gold across pop, rock, and classical. Both compete for Norwegian artist signings, sync placements, and chart share; Universal is far larger and globally integrated.
• Warner Music Norway: Warner Music's Norwegian affiliate is a major-label competitor in the same Norwegian recorded-music market. Compares to Sounds Like Gold as a broader portfolio operator, but with significantly more capital, global distribution muscle, and international A&R pipeline.
• Bonnier Group (Bonnier Music): Swedish-based major independent music publisher and label group with strong Nordic presence. Comparable to Sounds Like Gold in operating multiple sub-labels plus publishing arms, but with substantially larger scale and broader Nordic (not just Norwegian) footprint.

Direct peers

• Øra Fonogram: Norwegian independent record label focused on indie/rock/pop with a strong festival-aligned roster. Comparable to Sounds Like Gold's Propeller Recordings as a small-team Norwegian indie label competing for similar artist talent and festival exposure.
• Kirkelig Kulturverksted: Norwegian independent record label covering folk, jazz, classical, and world music. Comparable to Sounds Like Gold's Grappa/Hubro/Heilo/Simax cluster as a genre-specialist indie label operating in Norway with curated roster releases.
• Rune Grammofon: Norwegian independent label focused on jazz, contemporary, and experimental music with strong Spellemann award history. Comparable to Sounds Like Gold's Svale and Hubro for premium Norwegian jazz catalog development.
• Jazzland Recordings: Norwegian jazz-focused independent label with international scope. Directly comparable to Sounds Like Gold's newly launched Svale Records, both serving Norwegian jazz artists with curated releases and international distribution.

Regional players

• Playground Music Scandinavia: Major Nordic independent music group covering pop, rock, and electronic music across Scandinavia. Comparable to Sounds Like Gold as a multi-label indie operator, but with broader regional (Nordic-wide) scope versus Sounds Like Gold's Norway-first focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/soundslikegold
• LinkedInlinkedin.com/company/sounds-like-gold

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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 Sounds Like Gold