MXX (previously Mashtraxx)

MXX, formerly known as Mashtraxx, is a developer of a dynamic AI-music editing system designed to synchronize audio with video content. The company was founded in 2015 by Dr. Joe Lyske, a composer with over thirty years of experience, and fintech entrepreneur Philip Walsh. Lyske, who holds a PhD in Computer Science from Queen Mary University of London, initially explored using algorithms to generate film scores and later focused on creating artist-centric tools to enhance the creative process.

The company's core technology is a form of transformative AI, which works alongside human-created music to augment it, rather than generative AI that replaces it. This AI-driven solution allows users to instantly edit cleared library music to fit their video footage, complete with appropriate rises and fades. The system analyzes music to create metadata, identifying sections like 'building tension' or 'climax' to enable sensitive and intuitive editing that appears as if the music was written specifically for the video. MXX holds seven patented technologies, with four dedicated to the core editing process. It also developed a content ID tracking system for rights holders to monitor music usage.

MXX serves a range of clients, including video content creators, ad agencies, video editors, and music supervisors. It has formed partnerships with music libraries such as Epidemic Sound, BMG, and Warner Music Group to provide its tools to a wide audience, including YouTube creators and advertising agencies like Mother and BBH. The business operates on different pricing models, including a SaaS B2B option and an SDK for creators.

In October 2019, MXX was acquired by Triller, and in May 2023, it was acquired by DAACI, an AI music generator company. This acquisition was part of DAACI's strategy to build a comprehensive and ethical creative AI ecosystem. Following the acquisition, key personnel from MXX, including co-founder Joe Lyske, took on roles within DAACI.

Keywords: transformative AI, music editing, video soundtrack, audio-video sync, AI music, dynamic editing, content creation tools, patented AI, music metadata, creative AI ecosystem, Dr. Joe Lyske, Philip Walsh, DAACI, Mashtraxx, artist-centric tools, music for video, automated editing, ad music, sync licensing, music technology