WARNER MUSIC RELEASES BASED ON ALGORITHMS

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by Peter Familari

1st April, 2019

WARNER MUSIC RELEASES BASED ON ALGORITHMS

Content provider Warner Music has done its maths, and the figures show personalised mood music means big dollars.

To ensure it has the music to enhance our mood and productivity, Warner has hitched its corporate wagon to Endel’s technology and this collaboration ensures 20 albums with frequencies personalised with Algorithms will be released this year.

Endel is a new artificial intelligence program launched in Europe a year and a bit, ago. The program works with the user’s personal input such as biometric info including heart rate and the time of day and place this data relates to.

Using a key Algorithm, Endel samples tens of thousands of sounds and arranges these into an individualised template based on what a user has keyed in.

From this week, Endel also allows users to receive custom sounds via devices with Alexa. These features ensured Endel was chosen as one of the software providers for Techstars Music’s startup accelerator program last year.

Endel’s mission is to have an organic, intuitive hardware and software-driven ecosystem tailored to keep tabs on the ebb and flow of its users’ natural routines using parameters including car trips and outings. This data is averaged every day to compile the sounds that will best aid a user to relax.

Endel co-founder and sound designer Dimitry Evgrafov, agreed to work with Warner after initially hesitating. He has been reported as saying:

Warner approached us and we were hesitant at first because it counters what we’re doing here. Our whole idea is making soundscapes that are real-time and adaptive. But they were like, ‘Yeah, but can you still make albums?’ So we did it as an experiment. When a label like Warner approaches you, you have to say “Why Not”.

Fifteen of the new albums address focus, unwinding and active soundscapes. The entire collection of 20 albums is made using Endel’s key algorithm that Evgrafov says entailed a one-button-pressing process.

Endel and Warner faced legal and ethical challenges that had to be resolved before the 20 albums could go to market. They had to engage a copyright lawyer to hammer out who had to collect mechanical royalties and which names would appear on the copyright.

Ethically, Endel is keen to ensure that musicians’ jobs were not about to go on the scrapheap. The company says it’s not competing with artists and that its soundscapes blend with the background and most of the sounds don’t require conscious attention.

Warner has to date released five of its 20 Sleep Soundscapes.

Peter Familari's avatar

Written by:

Peter Familari

One of the veterans of the Australian HiFi industry, Peter was formerly the Audio-Video Editor of the Herald Sun for over two decades. One of the most-respected audio journalists in Australia, Peter brings his unparalleled experience and a unique story-telling ability to StereoNET.

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Posted in: Music
Tags: warner music  endel 

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