Warner Music agrees distribution partnership with algorithm Endel

German mood music app has been tasked with creating 20 albums in a single year

Roisin O'Connor
Music Correspondent
Saturday 23 March 2019 15:58 GMT
Examples of the Endel app on a phone
Examples of the Endel app on a phone (Endel)

Warner Music has become the first major label to agree a distribution partnership with an algorithm.

Endel, a German mood music app, has a contract to create 20 albums in the space of a single year, with five already released.

The app uses artificial intelligence to make personalised audio tracks that aim to boost people's mood or productivity, and reduce anxiety. It was launched just over a year ago in Europe, and is now the first non-human addition to Warner's newly created Arts Music division.

Kevin Gore, president of Arts Music at Warner, described it as "a new umbrella of labels focused on signing, developing and marketing releases across under-served genres".

"I'm certain listeners enjoying these new albums will benefit from reduced anxiety and improved mood," he said.

Oleg Stavitsky, founder and CEO of Endel, added: "We are focused on creating personalised and adaptive real-time sound environments, but we are happy to share those pre-recorded albums to demonstrate the power of sound and our technology."

He also wanted to reassure musicians that his company is not seeking to replace them: "We don't see ourselves as competing with artists," he told Rolling Stone. "It's flattering that Warner wants to release our work as albums – but most of our sounds are not designed to be consciously listened to. They're supposed to help you by blending with the background."

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