In a significant development in the world of audiovisual entertainment, Chroma, a startup building a new type of experience for mobile devices, has been sold to London-based audio technology company Bronze. This acquisition marks a major milestone for both companies, with Bronze gaining access to Chroma’s innovative IP and expertise.
Background on Chroma
Chroma had received significant financial backing from prominent investors, including Twitter co-founder Biz Stone and Pinterest co-founder Evan Sharp. The startup was founded by record producer Lex Dromgoole and composer Gwilym Gold, who shared their vision for creating interactive audio experiences using AI music tools.
What is Bronze?
Bronze is an AI music startup that has been working on developing tools to create "generative, interactive, or personalized experience" in the music industry. Founded by Lex Dromgoole and Gwilym Gold, the company has already tested its engine with major players like Beatport, XL Recordings, A24 Film, musicians Disclosure, Arca, and Jai Paul, as well as Oscar-winning sound designer Nicolas Becker.
The Acquisition
In a move that marks a significant shift in the audiovisual entertainment landscape, Chroma has been sold to Bronze. The terms of the deal were not disclosed, but all Chroma stock will be converted to Bronze stock. Andreas Pihlström, co-founder of Chroma, will join Bronze’s advisory board as part of the acquisition.
Lux Aeterna: An Innovative Audiovisual Experience
One of the most exciting aspects of this acquisition is the creation of an API for the engine that was built for Lux Aeterna, a virtual world designed by Chroma and Bronze. This app offers an immersive audiovisual experience where users can explore music from Venezuelan producer Arca in a meditative digital space. The music reacts to changes in player movement, position, and activity, allowing users to engage with sounds as part of their journey.
Why the Acquisition Matters
This acquisition marks a significant milestone for Bronze, enabling them to scale up their visual capabilities and gain more traction in interactive entertainment. As Evan Sharp noted in a statement, "As we shift into an era of generative visual and auditory environments, 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."
Chroma’s History and Funding
Prior to this acquisition, Chroma had raised $7.19 million over two seed rounds, completed in May 2022. Investors included prominent names like 14W, Adjacent, Hidden Ventures, Singular, and SpotiAngels, as well as Biz Stone and Pinterest co-founders Evan Sharp and Ben Silbermann.
Bronze’s Future Plans
With this acquisition, Bronze aims to create a new generation of dynamically responsive creative tools that will enable artists and musicians to express themselves in innovative ways. The company hopes to gain more traction in interactive entertainment by scaling up their visual capabilities.
Conclusion
The sale of Chroma to London-based audio technology company Bronze marks an exciting development in the world of audiovisual entertainment. This acquisition brings together two companies with a shared vision for creating innovative, interactive experiences that blur the lines between music and visuals. With this new partnership, we can expect to see even more groundbreaking projects emerge from both companies.
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