Universal Music Group announces partnership with AI music company, Endel
Endel uses AI to to generate soundscapes which aid work, meditation and sleep
Universal Music Group (UMG) has signed a partnership deal with AI company Endel.
The link-up, Pitchfork reports, will allow UMG to use Endel's technology to enable its artists to create what it calls "science-backed" soundscapes designed to "enhance listeners' wellness". Endel uses AI to create soundscapes with the intention of aiding with work, meditation and sleep.
Endel's generative technology is designed to allow musicians to create new versions of their work, produce new sounds, or even develop perpetually expanding works that reflects their personal style.
In a statement, UMG's chief digital officer Michael Nash said: "At UMG, we believe in the incredible potential of ethical AI as a tool to support and enhance the creativity of our artists, labels and songwriters, something that Endel has harnessed with impressive ingenuity and scientific innovation.
"We are excited to work together and utilise their patented AI technology to create new music soundscapes – anchored in our artist-centric philosophy – that are designed to enhance audience wellness, powered by AI that respects artists' rights in its development."
Endel has previously worked with the likes of Grimes, Richie Hawtin and James Blake on music-based AI projects.
A recent study found that 60% of musicians are already using AI to help them make music.
Revisit DJ Mag's 2021 piece on how AI will change music here.
