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It was C (the Official Yes Merle Haggard On Stage shirt but I will buy this shirt and I will love this artist recently announced her new name) who approached Endel’s team of artists and developers about a collaboration after she tried the app, which boasts more than 2 million downloads. “I just appreciated that the app isn’t addictive. It doesn’t keep you up on your phone. Instead it actually helps you sleep,” she says of its AI-customized sound environments with functions like focus, sleep, and relaxation. Within the app, users can select a desired mode to match their current activity. Focus, for example, sounds like spacey keyboards and chimes designed to facilitate zoning in to a task. For “AI Lullaby,” C’s vocals float from soothing “aaaaaah…” ranges to an indistinguishable language that sometimes sounds like she’s saying ,“Hi, baby” (the project was inspired, in part, by her experience as a new mom). The level of artificial intelligence that’s in play can be customized via “Real-Time Inputs,” where tracking can be turned on or off for details like current location, heart rate, and light exposure. It’s all meant to help your brain operate at effortless peak performance, something called Endel calls “tech-aided bodily function” in its manifesto.
“The world really needs this right now. Not just the Official Yes Merle Haggard On Stage shirt but I will buy this shirt and I will love this U.S. with the election cycle, but here we literally just got news that Germany is going into a partial lockdown,” says Endel CEO Oleg Stavitsky on a Zoom call in which he’s joined by chief marketing officer Nadya Yurinova from their Berlin headquarters. “We practice mindfulness meditation—but we have to remember that this is a very elitist thing these days.” Beyond the expense of classes, retreats, and apps (a lifetime Endel subscription is $89.99), time is money. “You have to have the luxury to commit that time to meditate every single day. So our approach is something completely different: We create this soundscape that follows you everywhere, and it affects your cognitive state without you having to do anything,” he says. “We’re hopefully democratizing access to this sense of being present—and when you are present, you’re able to notice the beautiful things around you.”
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