News 

whynow invests in Overtune

whynow and Overtune have agreed a music creation partnership.

whynow invests in Overtune
Sigurdur Arnason: “I am thrilled to have Gabriel and the whynow team on board at Overtune. In a few short weeks they have impressed me with their agility and startup mindset.” Photograph: Supplied by whynow.

Overtune is a Reykjavík-based startup that was founded by Sigurdur Arnason, Jason Dadi Gudjonsson and Petur Eggerz Petursson in 2020. Overtune is partnered with some of the biggest musical influencers in Iceland, such as music artists Bassi Maraj and ClubDub, says the company.

whynow is a digital publisher, podcast producer and production studio. Since the company launched in 2019 the company says it has worked with some of the best talent around today, and has told stories through its own social platforms, and those of its partners.

Until now, says whynow, content creators had to rely on the library of music available on their social media platform of choice, or be proficient in music production. Overtune has changed this, by offering an intuitive app that allows anyone with a smartphone and a basic level of tech or musical proficiency to arrange beats, record a voice video and then share it to their socials.

Sigurdur Arnason, co-founder of Overtune said: “I am thrilled to have Gabriel and the whynow team on board at Overtune. In a few short weeks they have impressed me with their agility and startup mindset. I am thrilled to be working with one of the most exciting and growing media companies in Europe.”

Gabriel Jagger, founder of whynow said: “whynow is excited to have invested in Overtune, an Icelandic startup focused on democratising music creation. As partners in the platform we hope to help them reach new audiences and artists around the world. whynow is on a mission to tell the best stories in the arts and work with amazing talent in the creative industries, and Overtune will help in this mission.”

The two companies say they are working together to ensure that anyone with an ear for music is able to create something unique and personal to them for their social media posts, and perhaps unleash the musical stars of the future.