Chroma Sells to Bronze, AI Audio Company Backed by Founders of Pinterest and Twitter
In a significant move in the audiovisual entertainment space, Chroma, a startup building innovative audiovisual experiences for mobile devices, has been acquired by Bronze, an AI music startup based in London. The acquisition comes with financial backing from prominent investors, including Twitter and Medium co-founder Biz Stone, as well as Pinterest co-founder Evan Sharp.
A New Era of Audiovisual Entertainment
Bronze, founded by record producer Lex Dromgoole and composer Gwilym Gold, is dedicated to creating tools that enable artists to package music in a ‘generative, interactive, or personalized experience.’ The company has tested its engine with notable partners such as Beatport, XL Recordings, A24 Film, musicians Disclosure, Arca, Jai Paul, and Oscar-winning sound designer Nicolas Becker. This acquisition marks a significant milestone for Bronze, which aims to revolutionize the audiovisual entertainment space.
Lux Aeterna: A Virtual World of Immersive Music
Chroma had been working with Bronze on an app called Lux Aeterna, a virtual world designed to offer an immersive audiovisual experience. The app allowed users to explore the music of Venezuelan producer, DJ, singer, and songwriter Arca in a ‘meditative digital space.’ The music reacts to changes in player movement, position, and activity, creating an engaging and dynamic experience for users.
Terms of the Deal
The terms of the acquisition were not disclosed, but all Chroma stock will be converted to Bronze stock. Chroma co-founder Andreas Pihlström will join Bronze’s advisory board. The acquisition focuses on IP rather than talent, with a specific emphasis on scaling the visual capabilities of Bronze’s engine.
API for Interactive Entertainment
Bronze plans to create an API for the engine built for Lux Aeterna, allowing similar functionality to be integrated into any game-building platform. This move will enable artists and musicians to express themselves through dynamically responsive creative tools, pushing the boundaries of interactive entertainment.
Investment and Growth Potential
According to PitchBook, Chroma had raised $7.19 million over two seed rounds completed in May 2022. Investors include 14W, Adjacent, Hidden Ventures, Singular, SpotiAngels, Biz Stone, and Pinterest co-founders Evan Sharp and Ben Silbermann. The acquisition will help Bronze scale its visual capabilities, positioning the company for growth in the interactive entertainment space.
Quotes from Key Figures
"We shift into an era of generative visual and auditory environments," said Evan Sharp, co-founder of Pinterest and investor in Bronze. "The acquisition of Chroma will enable Bronze to offer artists, musicians, and anyone with a creative spirit to express themselves with a new generation of dynamically responsive creative tools."
Conclusion
The acquisition of Chroma by Bronze marks an exciting milestone for the audiovisual entertainment space. With its innovative engine and tools, Bronze is poised to revolutionize the way we experience music and interactive entertainment. As the industry shifts towards generative visual and auditory environments, this acquisition will play a significant role in shaping the future of creative expression.
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