Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Amit Sternberg, co-founder and CEO of Rubato, located in Pacific Palisades, CA, USA.

What's your business, and who are your customers?

Rubato is an AI-powered musical therapeutic that curates personalized playlists based on biometrics and clinical outcomes. We help dementia patients and their families cope with agitation attacks using our AI-based music therapeutics.

Leveraging existing wearables and popular streaming services, Rubato learns which musical attributes create distinct biological responses for each listener. Our technology analyzes cardiac rhythms, trends, and variability as it matches them to musical elements like tempo, key, scale, and structure. Then using AI and Machine Learning, Rubato creates custom playlists for individual needs and emotional states. Our SaaS platform connects wearables and music providers, delivering a playlist that optimizes biomarkers in a measurable manner. As importantly, it provides a user experience that is entirely pleasant and does not require any training or dedicated time.

Tell us about yourself

I am a passionate musician and innovation leader and have spent most of my professional career leading and promoting projects that use innovative technology to promote and expand music recommendations and listening.

I am an autodidact particularly inspired by the effect of music on human minds and hearts, exploring this topic over the last five years in many contexts while learning from world-leading brain researchers, neurosurgeons, and bio-engineers. I still play the piano, not professionally, mostly in classical repertoires, and I have also studied how to conduct orchestras.

​As an entrepreneur and business executive, I have over 18 years of experience in the new media, telecommunications, internet, mobile, and digital health industries, leading several innovations from inception and product strategy, to development and product management, to commercialization in global markets. My track record includes successful closing deals with global vendors, mobile operators, and content companies, as well as winning global awards and prizes.

These days I'm leading a new venture named Rubato. The company is developing an innovative technology matching music to the listener’s physiological and psychological state. It uses algorithms and machine-learned data based on bio-metrics and musical attributes. Its mission is to recommend music that scientifically optimizes well-being while exposing individuals to a new repertoire of music.

What's your biggest accomplishment as a business owner?

My biggest accomplishment is to recruit a wonderful team of dedicated people from various clinical and technological methodologies and harness them together to promote the novel idea of using music as therapeutic in order to heal people in a measurable and trackable manner.

What's one of the hardest things that come with being a business owner?

The hardest thing to cope with is managing the stress associated with the responsibility that is an unavoidable part of being a business owner and managing anger to make clean and authentic decisions.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Choose a business that you're passionate about and that will make you wake up happy every morning.
  2. Make sure you have your family support the move. Without a strong foundation, you're not going to get far.
  3. Get into a mentoring process and keep developing yourself.
  4. Look for additional purposes for your business, which are not monetary, and keep cultivating them. Business is about making money, but not only about it.

Where can people find you and your business?



If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.