Last week, Warner Music Group became the first major record label to sign a distribution deal for music created by an algorithm. Endel, the German audio company that designed the algorithm, creates âpersonalized, sound-based, adaptive environmentsâ (their words!) to help people focus and relax. The partnership will see the release of 20 albums, featuring 600 tracks, on streaming services during 2019. Titles include âRainy Nightâ and âCloudy Afternoonâ.
The original press release overhyped the deal and the internet got a little over-excited (no, algorithms arenât the new rock stars ;) But, this story does point towards two seismic shifts that every business person should be paying close attention to:
Art-ificial intelligence. We know machines will take over many human jobs. But many in the creative class â although we hope not too many of our readers! â cling on to the idea that their job is too complex or emotional to be automated. Indeed, the wonderfully / terrifyingly willrobotstakemyjob.com suggests that music directors and composers are âtotally safeâ, having just a 1.5% risk of automation. Until now đŹ However, switched-on observers wonât be surprised: in recent months weâve seen Christieâs auction an AI-created artwork for USD 432,000; Kylie Jenner having her âmakeupâ done by an AI; and now, in the case of Endel AI-generated music sitting alongside human-produced tracks. Yes, many of todayâs machine-led creative endeavors are novelties. But exponential change is always invisible at first, just think back to the awkward early days of e-commerce. Which of your âcreativeâ outputs could be produced by algorithms?
Sentient soundtracks. Endelâs core business sees it take listenersâ real-time data â such as their location and even their heart rate â to deliver personalized, wellbeing-boosting soundtracks. Earlier this week we featured the contextually-aware art exhibition on the Stockholm metro, also designed to reflect and improve the cityâs mood. Dynamic personalization is no longer confined to the online world. People are becoming accustomed to SENTIENT SPACES: spaces and experiences that dynamically react to and reflect the data of those engaging with them. Of course, sensitivities around personal data are increasing. But so are peopleâs expectations of personalization. So ask yourself: which new forms of personal data would customers embrace you capturing to create more relevant products and services?