Universal Music Group logo.

Universal Music Group logo.

Courtesy of UMG

Universal Music Group (UMG) and the artificial intelligence-based programming company Super Hi-Fi have entered a strategic partnership that will provide UMG artists with AI-enabled tools to engage with their fans, the companies announced Wednesday (June 5).

Super Hi-Fi’s AI technology gives digital music services the ability to “deliver enhanced listening experiences," the company claims, "including human-level song transitions, precise crossfades, sonic leveling, truly gapless playback, audio branding, audio ad stitching and other voice-based audio solutions such as artist and track information and audio news headlines.” The company’s stated mission is to fill the silent space between songs with “personalized content” for listeners.

Under the terms of the partnership, UMG and Super Hi-Fi will work together to introduce the AI technology to UMG’s partners across the globe and co-develop ways to promote UMG’s artists and music using the tools. UMG will also advise and support new product development initiatives from Super Hi-Fi as well as help the company attract new business.

“With the shift to smart speakers and voice-controlled experiences comes a completely anonymous listening experience with no visual interface and no visual branding,” said Super Hi-Fi co-founder John Bolton in a statement. “Super Hi-Fi’s AI-powered technologies create compelling, branded audio and production-quality experiences, both of which are critical needs for music experience providers to stay competitive.”

“Universal Music is constantly focused on leveraging technology to provide new experiences to music fans around the world,” added UMG executive vp digital strategy Michael Nash. “We’re excited about the kind of in-stream audio enhancements made possible by Super Hi-Fi, which can help artists deepen connections with fans and drive longer-term engagement for digital music services.”

In March, Super Hi-Fi announced a partnership with fitness company Peloton to integrate their technology with the company’s high-tech stationary bikes and treadmills. The company, which was founded in 2018, also has deals in place with background music service provider Elevated Music Group and iHeartRadio.

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