Warner Music Group Signed an Algorithm to a Distribution Deal
The algorithm will release 20 albums this year alone.
Endel, an algorithm-turned-app form of the endless “music to chill/study to” playlists, has inked a deal with Warner Music Group.
According to Stereogum, the algorithm generates personalized songs based on mood and intention (focus, relaxation, on-the-go, sleep,) with the user’s input of weather, geographic location, heart rate, and time of day. Launched late last year in Japan, the app has already released five albums in its Sleep series (Clear Night, Rainy Night, Cloudy Afternoon, Cloudy Night, and Foggy Morning,) and is slated to release 15 more by the end of the year.
Endel is the first algorithm to be signed to a major label. It’s backed by a grip of investors, including, but not limited to, The Alexa Fund, Avex Inc., and Major Lazer’s Jillionaire. And before we go off on some “algorithms are killing the industry” screed (they are,) it’s important to note that algorithms are already ingrained in virtually every aspect of app-based curation. And I don’t know about you, but I can’t stand the person Netflix/Spotify/Tinder thinks I am.
You can see Endel in action below and listen to the algorithm’s first five albums here.