Extreme Music Launches Music Editing ToolWednesday, January 23, 2013
A Santa Monica music company is hoping that an expansion into music technology hits the right note with customers.
Extreme Music, which has a library of original music that it licenses for films, television shows, commercials and video games, announced Wednesday the launch of its music editing tool, called Customix.
The technology allows customers to edit the music that they license from Extreme Music before the music airs in their production.
For example, if a music supervisor likes a song but wants to speed up the tempo to match a fast-paced scene, he could do that using Customix. Previously, he would have had to select a song that already had a tempo to match the scene in his movie.
“There’s been a gap in the market for being able to do that,” said Russell Emanuel, Extreme Music’s co-founder and chief executive.
The software, which relies on cloud technology, also allows customers to edit individual instrument tracks to, say, eliminate lyrics or pump up the guitar.
Extreme Music, which is owned by Sony/ATV Music Publishing in New York, partnered with Menlo Park music technology company UJAM to develop the software.
Extreme Music has a catalog of just under 13,000 tracks that were created specifically for production soundtracks. That’s relatively small compared to the music libraries from giants such as Universal Music Group, which has hundreds of thousands of songs available for license.
But Emanuel said the company looks to create unique tracks that fit specific production needs. The company has worked with musicians and composers such as Quincy Jones, Hans Zimmer and Snoop Dogg to create tracks, and its songs have been used in recent films such as “Skyfall” and “Lincoln.”
“We get the music right before we get anything else right,” said Emanuel, who got his start in the music industry as punk rock musician.
Extreme Music, which employs 60 people worldwide, is expanding its Santa Monica operation by constructing a building next to its existing office that also will allow for more studio space.