Totally Innovation, a start-up that designs and develops digital platforms combining artificial intelligence, know-how, creativity and simplification for the media, retail and tourism sectors, has announced that it has closed a pre-seed investment round of nearly \u20ac600,000, supported by Invitalia, Ventive, Studio Villa & Associati and other private investors. This milestone allows the company to accelerate the development of the platform, strengthen the team and launch go-to-market activities. <\/p>\n\n
The startup’s first product is Totally In Store, a platform for managing music and audio communication within retail outlets. Its proprietary AI-based music generation technology allows users to create original, customised music based on the brand, context and time slot, completely eliminating the costs of mandatory music licences (SIAE, SCF, Soundreef). In addition to music, the platform allows retailers to manage commercials, informational messages and promotional communications, transforming the point of sale into a real media channel controlled in real time by the retailer. In addition to the subscription model, with an enterprise price, the technology allows brands and retail chains to develop their own exclusive sound identity: tailor-made, unique and unreplicable music that becomes an integral part of the brand experience. <\/p>\n\n
“We have transformed in-store music from a cost centre to a strategic marketing tool,” says Francesco Tenti, CEO of Totally Innovation (pictured with the team), in a statement. “With Totally In Store, music is no longer random background noise, but an element of integrated communication. Retailers can decide what to play, when to play it and for what purpose, drastically reducing costs and increasing the effectiveness of their communication.”<\/p>\n\n
The history of sound has always been a story of evolution. Every technical innovation, from vinyl to digital, has transformed not only the way music is produced, but also how it is perceived, experienced and shared. Today, the challenge is no longer just technological: it is cultural, legal and sensory. <\/p>\n\n
We live surrounded by music: in shops, hotels, workplaces, even in the apps we use every day. Yet too often, sound is still considered mere background noise. In reality, music is the invisible infrastructure of the modern world: it defines the identity of a place, influences behaviour and builds emotional connections between people and brands. <\/p>\n\n
Until now, this infrastructure has been managed using outdated tools: complex licences, high costs and standardised playlists. It is a paradox: music is one of the most universal languages, yet its professional use is still hampered by economic barriers. A new model is needed that combines technology, law and creativity. <\/p>\n\n
International analyses – according to a statement released by the start-up – indicate that the music and ambient audio services sector in retail outlets is part of a rapidly expanding market: in Europe, the retail media segment, which monetises retailers’ physical and digital spaces through advertising content, grew by 22.2% in 2024.<\/p>\n\n
In Italy, the advertising market reached \u20ac11.1 billion in 2024, supported in part by retail media and digital audio advertising, which recorded investments of \u20ac47 million. In this scenario, in-store audio represents one of the most strategic opportunities to improve the customer experience in stores and monetise physical touchpoints. <\/p>\n\n
At the same time, retail media is one of the most dynamic sectors of commercial communication: projections indicate that it will exceed \u20ac31 billion in Europe by 2028, with in-store audio recognised by analysts as one of the most promising and still underutilised opportunities.<\/p>\n\n
These trends highlight a clear change: physical stores are becoming spaces for communication, not just sales. Consumers are exposed to sensory and decision-making stimuli throughout the entire shopping experience, and music has a direct impact on how long they stay in the store and how they perceive the brand. <\/p>\n\n
In this context, Totally In Store enables companies to take control of their audio communications, eliminating recurring costs associated with music rights, moving beyond the use of generic playlists and introducing scientific management of music and messages.<\/p>\n\n
The start-up has also created Totally Data, a platform dedicated to the export and advanced management of music metadata. This is a step towards new technological solutions designed to expand the offering and provide increasingly comprehensive tools to the world of music and media. <\/p>\n\n
Totally Innovation was born from the integration of technological, legal, marketing and business expertise. The team, composed of professionals with experience in software development, company management, the start-up sector and rights management, represents one of the fundamental assets for the company’s growth. The SaaS model adopted allows the platform to be easily scalable at an international level. <\/p>\n","protected":false},"excerpt":{"rendered":"
The start-up has developed a platform for distributing music in spaces open to the public<\/p>\n","protected":false},"author":125,"featured_media":148539,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1317],"tags":[1143,1137,2355,1136],"companies":[],"journalist":[1518],"class_list":["post-148549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-funding-news","tag-investments","tag-italy-en","tag-mediatech-en","tag-startup-en-2","journalist-editorial-staff-en"],"featured_sizes_urls":{"thumbnail":{"src":"https:\/\/www.startupbusiness.it\/wp-content\/uploads\/2025\/11\/foto-team.webp","width":150,"height":100,"crop":false,"srcset":false,"alt":"musica digitale"},"large":{"src":"https:\/\/www.startupbusiness.it\/wp-content\/uploads\/2025\/11\/foto-team.webp","width":1024,"height":683,"crop":false,"srcset":false,"alt":"musica digitale"},"2048x2048":{"src":"https:\/\/www.startupbusiness.it\/wp-content\/uploads\/2025\/11\/foto-team.webp","width":1600,"height":1067,"crop":false,"srcset":false,"alt":"musica digitale"}},"acf":[],"yoast_head":"\n