Universal Music Group (UMG) has announced a partnership with Endel, an innovative AI sound wellness company known for its personalized algorithmic soundscapes. This collaboration allows UMG artists to create machine-learning-generated sounds tailored for activities such as sleep, relaxation, and concentration. Endel previously collaborated with synth-pop artist Grimes on a lullaby app.
Through this partnership, UMG will leverage Endel’s proprietary AI technology to produce science-backed soundscapes that can incorporate new music alongside remixed versions of existing tracks. Both companies stress that the project will prioritize creators’ rights, ensuring artists and their teams retain control over the final output.
UMG and Endel plan to unveil the first wave of soundscapes from this partnership in the coming months. Endel's approach utilizes artist stems to craft soundscapes informed by scientific insights into the effects of music on mental states. This collaboration presents a unique opportunity for artists and rights holders to generate additional revenue while venturing into new creative domains and promoting listener wellness.
However, this partnership comes with a hint of irony. UMG has been quick to disapprove of AI-generated music that threatens its business model, such as the viral fake tracks featuring artists like Drake and The Weeknd. Yet, when there's potential profitability, UMG embraces the technology.
Michael Nash, EVP and Chief Digital Officer at UMG, expressed enthusiasm for the collaboration: “At UMG, we recognize the tremendous potential of ethical AI as a tool to enhance the creativity of our artists, labels, and songwriters. Endel has demonstrated remarkable ingenuity and scientific innovation in this realm. We are excited to harness their patented technology to create artist-focused soundscapes that promote audience wellness while respecting artists' rights throughout the process.”