In the ever-changing music industry, it is key to be at the forefront of change. With entertainment being the number one export the United States offers, there has been a growing pattern amongst companies outside of the music industry to get their feet wet and involve themselves in the music business. The most recent of these companies being smartwater, who with the help of the personalizable sound environment company Endel, successfully launched their innovative new project smartbeats by smartwater. Not only did smartwater recruit the help from the tech geniuses at Endel, but they also partnered up with musicians like Toro y Moi, Washed Out, Empress Of, Nosaj Thing, and Madeline Kenney to bring the project to life. Toro y Moi being the creative director and producer for the project are proud of the work done.
This project consists of four recorded tracks from the artists, and four real-time soundscapes by Endel scientifically designed to align with a person’s various state needs such as move (sound optimize for movement), balance (sound optimized for balance), flow (sound optimized for focus), and connect (sound optimized for human connections.) The unique thing about smartbeats by smartwater is that each song on the project is paired with a corresponding smartwater product that is designed to enhance the wellness of each state’s being. The smartbeats by smartwater came to life during a special invite-only event that showcased the new project. Speakers for the event included Endel CEO, Toro y Moi, Washed out, and Empress Of.
Endel has become a leader in stress-reducing, holistic soundscapes that amplifies the listeners well being. The app is supported by science, it allows Endel to use an algorithm that takes in information such as location, heart rate, weather, and time to create personalized sound frequencies that cater to everyday needs such as sleep, focus, relaxation, and human connection. Endel made history earlier this year when they were the first algorithm-based company to receive a distribution deal from a record label. They agreed on terms to a distribution deal with Warner Bros Music Group and already have plans to put out about 20 albums this year.
Photo credit: Mauricio Alvarado