What is IRIS?

IRIS is a science based audio software business with a suite of patented algorithms designed to improve the listening experience and increase audience engagement in real-time. At our core we are a licensing business, already working with some of the biggest innovators in audio, music streaming and human performance.

YouTube & IRIS

Over 2 Billion logged-in users watch music content on the platform each month, and for YouTube viewers using TV screens, live music consumption has more than doubled since July 2019.

IRIS Audio brings a vital depth to live music performances lost during the digital transcode process through its patented suite of algorithms.

How?

Digital audio sound-waves are passed through the algorithm. Phase information is analysed, replicated and adjusted to recreate the space and timing intricacies that would occur in the real world. This doesn’t change the sound itself, but restores its full, rich detail to the human ear – as it does in real life.

In blind A/B tests run by the Smithfield Collective in 2020, 75% of 124 respondents stated they had a strong preference for the IRIS version of audio versus standard MP3; describing IRIS as like a live experience, more immersive, richer, deeper and more complete. Across 1000 respondents, of those who expressed a strong preference, 2/3rds chose IRIS versus other high quality audio codecs; Dirac, MQA and UHD.

IRIS creates an emotive response to audio

Professor Joydeep Bhattacharya, Director of Research for the world leading Department of Psychology at Goldsmiths University London, conducted a pilot study into how IRIS affects the brain and creates a more active engagement with the audio content.

This EEG study examined the effects IRIS had on the brain when subjects listened to audio extracts across a range of musical genres with the patented IRIS algorithm applied, comparing neurological activity against the same audio clips in standard MP3 formats.

IRIS shown to increase high frequency brain activity

As shown in the topographic brain scan images taken during the Goldsmiths pilot study (images to the right), IRIS was shown to enhance high frequency brain activity, clearly demonstrating a substantially higher frequency response over frontal brain regions for IRIS compared to MP3. This frontal high frequency measurement is a neuro-marker of reward and preference, resulting in positivity and approach motivation.

Beta power

FOCUSED

Is dominant in our conscious waking state and is active when undertaking cognitive tasks. Beta is a ‘fast’ brainwave activity, present when we are alert, attentive and engaged in problem solving, making decisions or trying to focus on a task.

Gamma power

RELAXED

Is hugely beneficial for achieving a state of balance and calm and can be heightened through meditation. Gamma is important for data processing, relaxation and can be important in developing memory retention levels.

Frontal alpha asymmetry

POSITIVE AND MOTIVATED

A marked increase in frontal alpha asymmetry is accepted scientifically as a measure of the underlying positivity of feelings and motivational state. Frontal left lobe indicates positivity and approach motivation, right lobe is the counter to this.