Richie Hawtin goes AI with ‘Deeper focus’


Known to most as Plastikman, the techno virtuoso Richie Hawtin has now teamed up with Endel to venture into the world of artificial intelligence. Their quest centers around soundscapes. Their new collaboration has been dubbed ‘Deeper Focus’. Backed by neuroscience, the partnership is part of a larger cultural shift of artists working positively with AI and technology in the future.

Hawtin worked extensively with Endel’s groundbreaking AI and award-winning team to produce a personalised, real-time adaptive soundscape that is infused with his trademark production, resulting in a spacious, stripped-back soundscape that improves users’ focus and productivity.

“The Deeper Focus mode unites newly recorded Plastikman sounds, textures and rhythms with the Endel AI, exploring a new type of collaboration between myself and technology. As a control freak in the studio it is usually I who has the last word of how a track unfolds, however, in this exciting situation, the AI is the one who decides the final framework. Although this may sound scary to some, I believe it is just another extension of my belief in technology and it’s intrinsic place within my creative process. If you think about it, technology has always been between me and my audience, and this is no different, only that perhaps the technology in-between is this time a little more intelligent.” – Plastikman aka Richie Hawtin

“On-demand state of flow is the ultimate dream for all of us, especially in 2021. Fusing neuroscience, AI, and techno to induce a state of deep focus is an incredibly ambitious task. That’s why we have invited Plastikman, with his trademark precision and architectural approach to sound, to help us build this new soundscape. The result is a hypnotic, scientifically engineered soundscape that feels like a superpower, another step towards our vision of Endel as a tech-aided bodily function.” – Oleg Stavitsky, CEO of Endel

Deeper Focus is the second in a series of collaborations that pair visionary artists with Endel’s science-backed technology. ‘Deeper Focus’ follows Endel × Grimes’ explosive project, ‘AI Lullaby,’ which was dedicated to assisting both sleep and wellness in children and adults. Endel is launching a new section in the app dedicated to its growing soundscape catalog, with more collaborations on the way.

Additionally, a new study has confirmed that Endel’s patented soundscape technology delivers the most consistent focus on the market. Leading neuroscience lab, Arctop, found that Endel’s personalised soundscapes provided the fastest, most consistent focus compared with both silence and popular ‘focus’ playlists on digital streaming platforms. It found that Endel gave participants a massive 7x increase in focus while working. This new evidence demonstrates Endel’s leadership in shaping the future of productivity and wellness.

You can listen to Deeper Focus on the Endel app for iOS. There’s a free seven-day trial available, with weekly, monthly and annual subscription options available. A monthly subscription will cost £6 and an annual subscription costs £24, saving you quite a bit over the course of a year.