Every day, millions of songs are started - but never finished.

In this episode of The 10 Percent, Joao Afonso speaks with Sigurdur “Siggi” Arnason, founder and CEO of ⁠Overtune⁠, a groundbreaking music startup from Iceland on a mission to democratise music creation.

Founded in 2020, Overtune has already raised €2 million to build what could become the first billion-dollar company in music creation - helping anyone, from casual creators to seasoned artists, turn their ideas into finished songs using intuitive tools and assistive AI.

During the conversation, Sigurdur shares Overtune’s journey from an early “toy” prototype into a serious creative platform - and the hard lessons behind that transformation. We also dive deep into a fascinating graphic he brought to the conversation: Overtune’s Music Creation Churn Map, a visual breakdown of where most creative ideas get lost in the music-making process. From uncaptured inspiration to unfinished mixes and unreleased tracks, the map shows exactly where Overtune steps in - bridging the gap between imagination and output.

Beyond product talk, the episode explores the realities of building a tech company from Iceland with global ambitions, balancing AI innovation with artistic authenticity, and the unique challenges of working in one of the toughest industries for startups - music.

If you’ve ever wondered why creativity so often stalls before it starts, or how technology might help us get more ideas across the finish line, this episode is for you.