Wednesday, May 22, 2024

Primary Wave partners with Endel to create sleep and focus soundscapes from artists

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Primary Wave’s wellness brand emeraldwave by Green Hill and sound wellness company Endel announced a new partnership on Wednesday (May 1).

Through this collaboration, Endel will transform music from emeraldwave’s catalog into personalized soundscapes designed to promote sleep, focus, and relaxation.

The initiative kicks off with a reimagining of five-time Grammy nominee David Arkenstone’s album ​Celtic Chillout​, featuring meditative soundscapes crafted specifically for sleep support.

Berlin-headquartered Endel uses generative AI technology to design soundscapes for wellness purposes. Its “scientifically validated sounds,” created with artists like Grimes, James Blake, and Miguel, have garnered an audience of 3 million monthly listeners/users.

Endel boasts partnerships with leading DSPs like Amazon Music and Apple Music, and established labels including Universal Music Group, Warner Music Group and its Spinnin’ Records subsidiary, as well as AWAL, and Future Classic.

“I’m very pleased that my music continues its life’s journey with the Endel reimagining of Celtic Chillout.”

David Arkenstone

Endel’s partnership with Primary Wave coincides with Mental Health Awareness Month in May, highlighting the growing trend of functional music for mental wellbeing. Functional music has 15 billion streams monthly and with 80% of Gen Z using music to manage mood, the science-backed benefits of functional music are undeniable.

“I’m very pleased that my music continues its life’s journey with the Endel reimagining of Celtic Chillout,” said Arkenstone.

Launched in 2021, emeraldwave by Green Hill offers a “peaceful space in a world full of noise.” Its website, YouTube channel, and major streaming platforms provide immersive and customizable sonic experiences — from gentle nature sounds with music to relaxing guitar and piano pieces, ambient electronic works, and more. The brand boasts collaborations with artists in the ambient, chill, and new age genres, including Arkenstone and Jim Brickman, Thievery Corporation’s Eric Hilton, chill-out icons Deep Wave, Phillip Keveren, Single Friend (Konrad OldMoney), Ron Sorbo and others.

“As AI is becoming more and more a part of the musical landscape, finding the right partnership for emeraldwave was crucial. Endel is a company that has invested countless hours into the genres and musical spaces that are important to the core of emeraldwave.”

Blake Davis, Green Hill Productions

Blake Davis, General Manager, Green Hill Productions, said, “As AI is becoming more and more a part of the musical landscape, finding the right partnership for emeraldwave was crucial.

“Endel is a company that has invested countless hours into the genres and musical spaces that are important to the core of emeraldwave. They are scientific to their approach and have the ability to not only re-envision a product but create the music with a purpose to the listener. We are very excited about this partnership and the future that comes with it.”

Oleg Stavitsky, CEO, Endel, added: “Our mission is to combine artistic vision with science and technology to create life-enhancing soundscapes that help people focus, relax, and sleep. That is why this partnership, with Primary Wave’s incredible catalog and Green Hill’s trademark New Age sound, was a natural fit for us.”

“Our mission is to combine artistic vision with science and technology to create life-enhancing soundscapes that help people focus, relax, and sleep. That is why this partnership, with Primary Wave’s incredible catalog and Green Hill’s trademark New Age sound, was a natural fit for us.”

Oleg Stavitsky, Endel

The development comes as the generative AI music market is expected to exceed USD $3 billion by 2028, according to a report commissioned by the CMOs Sacem (France’s Society of Authors, Composers and Publishers of Music) and GEMA (Germany’s Society of Authors, Composers and Publishers of Music).

Music Business Worldwide

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