APM Music, which provides production music and soundtracks used in various media projects, has teamed up with music technology startup Incantio to enhance the music discovery process.
Co-founded by CEO Danny Newcomb, Incantio describes itself as a “direct-to-consumer music platform that seeks to make the music and sync licensing business available to every musician and creator.”
The Seattle-based music technology startup provides recommendation tools aimed at improving music discovery.
“Employing AI technology to curate and recommend music, Incantio has a new path of discovery for both commercial creatives and user generated content makers,” the startup said.
Commenting on the partnership with APM, Newcomb said: “APM has a great catalog of music, and we are excited to work with them both for their long experience in working with content creators as well as building a successful production music business.”
“We at Incantio are excited to announce this partnership so we can continue to further expand our presence in the music industry.”
“As musicians ourselves, we are working to reinvent the licensing business for music by creating a marketplace that fosters direct connections between artists and content creators.”
Danny Newcomb, Incantio
“As musicians ourselves, we are working to reinvent the licensing business for music by creating a marketplace that fosters direct connections between artists and content creators. Our mission is to create a new way for independent artists and creators to do business and through technology we aim to make the most artist-friendly music licensing platform in the world,” Newcomb said.
For APM, the alliance is part of its strategy of “partnering with technology startups who align with our goals of illuminating artist’s work and helping our clients find the right song for their project more quickly,” said APM Music CEO Adam Taylor.
Jointly owned by Sony Music Publishing and Universal Music Publishing Group, APM holds a catalog of 1.3 million tracks sourced from 120 libraries, and says its music is used in a wide range of media, from indie films to blockbuster studio releases, TV shows, commercials, video games, and online content.
Through the partnership with Incantio, APM said it seeks to augment and refine its search capabilities to make it easier for users to explore “hidden gems” within its catalog.
“I am pleased to announce a new partnership with Seattle-based Incantio, an AI company whose founder is coming into the tech space after a long career in the music industry. By enhancing human abilities for music searching and editing through new technology, we can better serve our libraries, composers, and clients,” Taylor said.
“By enhancing human abilities for music searching and editing through new technology, we can better serve our libraries, composers, and clients.”
Adam Taylor, APM Music
Back in July, APM Music partnered with Sweden-headquartered Reactional Music Group, which provides music for gaming. In 2021, Reactional launched a patented technology called Reactional Music Engine, which allows gamers to personalize in-game music.
Music Business Worldwide