Case Study
Sollos
Laying the groundwork for a new wellness venture inside Universal Music Group.
Before founding Diverge, Andy Davies led the creation of Sollos at Universal Music Group, from early idea to IP, research, and full product build. Now live on Apple Music, Sollos reflects the kind of work we do today: helping ambitious ideas in music, media and tech become scalable, investable ventures.
Product innovation
Venture build
Branding
Design
Business development
Go-to-market strategy
“Andy.. Congratulations to you for what this represents in terms of your vision and dedication to realize something we hope will have great influence in the evolution of the music+health field
Micheal Nash - EVP & CDO - Universal Music Group
The Challenge
Universal Music Group wanted to explore a serious question: can music help shift our mental state in measurable, reliable ways? Early signals were promising, but the space was full of noise. The goal was to create something credible, something that would stand up to scrutiny from both scientists and listeners.
The Solution
Working inside UMG, Andy brought together the right people, partners and process to take Sollos from hypothesis to launch ready. That meant building a multidisciplinary team, commissioning independent research, designing the product experience, and shaping the business model to support future growth.
The Impact
Sollos is now a live service on Apple Music and a standalone business within UMG. It offers music based wellness journeys backed by scientific validation and protected IP.
Sollos reflects the kind of work we do with clients across music, media and technology. Making early stage ideas real, investable and built to last.
Strategic Process
A modular approach from insight to implementation
Phase 1
Discovery
Understanding the real potential behind music and the mind
We wanted to know whether music could meaningfully affect the way people feel and think. And whether that effect could be proven. This phase was about curiosity, evidence, and building a credible case for further exploration.
Key activities
-
Literature review of 19 academic papers
-
Mapped user behaviour around passive wellness listening
-
Assessed gaps in existing wellness and audio tools
-
Identified internal UMG appetite to explore the space
Results
19
Acedemic papers - reviewed to inform the initial research foundation
2
Types - of auditory stimulation explored in depth: monaural and binaural beats
1
Research question -defined and aligned across stakeholders
Signals in the Noise
We reviewed academic research, industry reports, public data and first-hand usage patterns to assess whether sound could reliably influence mood and cognition. Some claims lacked rigour. But there were enough credible signals to justify serious exploration.
Neuroscience literature revealed links between audio and brain states
Tools like EEG and ECG showed potential for measuring impact
Concepts like entrainment and synchronisation stood up to scrutiny
Terms like alpha, beta and gamma waves emerged as key areas of interest
Ambient music with binaural beats often misused or misunderstood
Listening as Behaviour
We looked closely at how people already used music to manage their mental state, often without structure or support.
Music was used daily to manage stress, focus or sleep
Listeners relied on playlists rather than dedicated tools
Functional use was common but unspoken
Existing solutions lacked both credibility and emotional connection
Ambient music was widely used but not always effective
Users wanted control but not complexity
What UMG Could Unlock
Exploring the unique capabilities and assets already available.
Unmatched access to high quality catalogue and recordings
In-house expertise in sound design, mixing and mastering
Existing artist relationships across ambient, classical and electronic
Strong legal and licensing infrastructure already in place
Label teams interested in new models for catalogue use
Opportunity to lead in a new category, not follow
Mental Health in the Mainstream
Mapping wider cultural and commercial interest in emotional wellbeing.
Public discussion of stress and anxiety was accelerating
Mental wellness apps seeing rapid user growth
Artists speaking openly about therapy and mental health
Streaming platforms experimenting with mood and focus formats
Music already used in mindfulness, often unofficially
Opportunity to meet rising demand with substance
Phase 2
Scientific Validation
Proving what works and why
We partnered with Goldsmiths University to test how sound affects cognitive and physiological states. We ran a controlled EEG and ECG study to measure real effects and establish a foundation for further product development.
Key activities
-
Designed and commissioned Goldsmiths study
-
Defined measurable criteria for audio impact
-
Created first-generation proprietary algorithm and filed for patent
-
Aligned UMG stakeholders around early results
Results
42
Participants - involved in EEG and ECG study at Goldsmiths
1
Proprietary algorithm - created to structure and apply scientific findings
100%
Study - confirmed statistically significant changes in brain activity
Phase 3
Validation
Evaluating the strategic and commercial opportunity
To assess whether Sollos could succeed as a scalable business, we partnered with BCG Digital Ventures (later BCGX) to run a full venture validation sprint. This phase focused on evaluating product-market fit, defining potential business models and identifying clear paths to differentiation and growth within the wellness and audio sectors.
Key activities
-
Defined venture thesis with BCGDV
-
Built business model and financial projections
-
Benchmarked competitors and TAM
-
Outlined early GTM and monetisation strategy
Results
$$$
3
Key modules - defined to support end-to-end
playlisting
1
Business case -
approved with clear support from UMG leadership
7
Market segments -Market segments prioritised in early GTM strategy
Phase 4
Venture Build
Designing, testing and building the full system
With validation in place, we moved into full build mode. This phase involved standing up the venture across product, content, technology and operations. We designed the platform, built the internal team, created a scalable pipeline for audio adaptation, and established the systems required to run it all. Every major decision, from UX design to pricing strategy, was tested and refined in partnership with real users.
Key activities
-
Product, brand and UX design
-
Hired founding team and transitioned from BCG incubation
-
Created internal tooling for content production and clearance
-
Ran iterative testing across product, content and pricing
Results
150+
Key modules - defined to support end-to-end playlisting
12
Team roles - defined and recruited to support internal launch
1000s
Audio assets- processed, tagged and cleared through new internal tooling
Hi-fi prototype
VALIDATION
Phase 5
Launch and Legacy
Taking it to market and passing the baton
Sollos went live on Apple Music and began operating as a standalone UMG business. Andy continued to lead the internal team through the early operational phase before appointing a full-time GM to take over. While Diverge did not exist at this stage, the work that led up to launch reflects the type of ambitious venture build we now support every day.
Key Features
-
Recruited new GM and transitioned leadership
-
Final handoff of platform, IP and systems
-
Launched first product through Apple Music integration
Results
1
Product live -
launched on Apple Music
100%
Ownership - and operations transitioned to internal Sollos team
Global
Available - to listeners worldwide
< / >
IMPLIMENTATION
Transformative Results
Measurable impact across all key performance indicators
19
Acedemic studies
reviewed to define the scientific foundation
42
Participants
involved in formal EEG and ECG validation study
1
Proprietary algorithm
created and patented
1000s
Tracks
processed using custom bulit tooling
1
Product live
launched globally on Apple Music
Other Projects
Connect with us to explore your project's potential.
ADDRESS
71-75 Shelton Street
Covent Garden
London
WC2H 9JQ
CONTACT
info@wearediverge.com
SOCIAL
Spotify
Product. Design. Brand. Technology.
Case Study
Sollos
Laying the groundwork for a new wellness venture inside Universal Music Group.
Before founding Diverge, Andy Davies led the creation of Sollos at Universal Music Group, from early idea to IP, research, and full product build. Now live on Apple Music, Sollos reflects the kind of work we do today: helping ambitious ideas in music, media and tech become scalable, investable ventures.
Product innovation
Venture build
Branding
Design
Business development
Go-to-market strategy
“Andy.. Congratulations to you for what this represents in terms of your vision and dedication to realize something we hope will have great influence in the evolution of the music+health field
Micheal Nash - EVP & CDO - Universal Music Group
The Challenge
Universal Music Group wanted to explore a serious question: can music help shift our mental state in measurable, reliable ways? Early signals were promising, but the space was full of noise. The goal was to create something credible, something that would stand up to scrutiny from both scientists and listeners.
The Solution
Working inside UMG, Andy brought together the right people, partners and process to take Sollos from hypothesis to launch ready. That meant building a multidisciplinary team, commissioning independent research, designing the product experience, and shaping the business model to support future growth.
The Impact
Sollos is now a live service on Apple Music and a standalone business within UMG. It offers music based wellness journeys backed by scientific validation and protected IP.
Sollos reflects the kind of work we do with clients across music, media and technology. Making early stage ideas real, investable and built to last.
Strategic Process
A modular approach from insight to implementation
Phase 1
Discovery
Understanding the real potential behind music and the mind
We wanted to know whether music could meaningfully affect the way people feel and think. And whether that effect could be proven. This phase was about curiosity, evidence, and building a credible case for further exploration.
Key activities
-
Literature review of 19 academic papers
-
Mapped user behaviour around passive wellness listening
-
Assessed gaps in existing wellness and audio tools
-
Identified internal UMG appetite to explore the space
Results
19
Acedemic papers - reviewed to inform the initial research foundation
2
Types - of auditory stimulation explored in depth: monaural and binaural beats
1
Research question -defined and aligned across stakeholders
Signals in the Noise
We reviewed academic research, industry reports, public data and first-hand usage patterns to assess whether sound could reliably influence mood and cognition. Some claims lacked rigour. But there were enough credible signals to justify serious exploration.
Neuroscience literature revealed links between audio and brain states
Tools like EEG and ECG showed potential for measuring impact
Concepts like entrainment and synchronisation stood up to scrutiny
Terms like alpha, beta and gamma waves emerged as key areas of interest
Ambient music with binaural beats often misused or misunderstood
Listening as Behaviour
We looked closely at how people already used music to manage their mental state, often without structure or support.
Music was used daily to manage stress, focus or sleep
Listeners relied on playlists rather than dedicated tools
Functional use was common but unspoken
Existing solutions lacked both credibility and emotional connection
Ambient music was widely used but not always effective
Users wanted control but not complexity
Mental Health in the Mainstream
Mapping wider cultural and commercial interest in emotional wellbeing.
Public discussion of stress and anxiety was accelerating
Mental wellness apps seeing rapid user growth
Artists speaking openly about therapy and mental health
Streaming platforms experimenting with mood and focus formats
Music already used in mindfulness, often unofficially
Opportunity to meet rising demand with substance
What UMG Could Unlock
Exploring the unique capabilities and assets already available.
Unmatched access to high quality catalogue and recordings
In-house expertise in sound design, mixing and mastering
Existing artist relationships across ambient, classical and electronic
Strong legal and licensing infrastructure already in place
Label teams interested in new models for catalogue use
Opportunity to lead in a new category, not follow
Phase 2
Scientific Validation
Proving what works and why
We partnered with Goldsmiths University to test how sound affects cognitive and physiological states. We ran a controlled EEG and ECG study to measure real effects and establish a foundation for further product development.
Key activities
-
Designed and commissioned Goldsmiths study
-
Defined measurable criteria for audio impact
-
Created first-generation proprietary algorithm and filed for patent
-
Aligned UMG stakeholders around early results
Results
42
Participants - involved in EEG and ECG study at Goldsmiths
1
Proprietary algorithm - created to structure and apply scientific findings
100%
Study - confirmed statistically significant changes in brain activity
Phase 3
Validation
Evaluating the strategic and commercial opportunity
To assess whether Sollos could succeed as a scalable business, we partnered with BCG Digital Ventures (later BCGX) to run a full venture validation sprint. This phase focused on evaluating product-market fit, defining potential business models and identifying clear paths to differentiation and growth within the wellness and audio sectors.
Key activities
-
Defined venture thesis with BCGDV
-
Built business model and financial projections
-
Benchmarked competitors and TAM
-
Outlined early GTM and monetisation strategy
Results
$$$
3
Monetisation -
models explored and validated with users
1
Business case -
approved with clear support from UMG leadership
7
Market segments -Market segments prioritised in early GTM strategy
Phase 4
Venture Build
Designing, testing and building the full system
With validation in place, we moved into full build mode. This phase involved standing up the venture across product, content, technology and operations. We designed the platform, built the internal team, created a scalable pipeline for audio adaptation, and established the systems required to run it all. Every major decision, from UX design to pricing strategy, was tested and refined in partnership with real users.
Key activities
-
Product, brand and UX design
-
Hired founding team and transitioned from BCG incubation
-
Created internal tooling for content production and clearance
-
Ran iterative testing across product, content and pricing
Results
150+
Users - involved in iterative product and content testing cycles
12
Team roles - defined and recruited to support internal launch
1000s
Audio assets- processed, tagged and cleared through new internal tooling
Hi-fi prototype
VALIDATION
Phase 5
Launch and Legacy
Taking it to market and passing the baton
Sollos went live on Apple Music and began operating as a standalone UMG business. Andy continued to lead the internal team through the early operational phase before appointing a full-time GM to take over. While Diverge did not exist at this stage, the work that led up to launch reflects the type of ambitious venture build we now support every day.
Key Features
-
Recruited new GM and transitioned leadership
-
Final handoff of platform, IP and systems
-
Launched first product through Apple Music integration
Results
1
Product live -
launched on Apple Music
100%
Ownership - and operations transitioned to internal Sollos team
Global
Available - to listeners worldwide
< / >
IMPLIMENTATION
Transformative Results
Measurable impact across all key performance indicators
19
Acedemic studies
reviewed to define the scientific foundation
42
Participants
involved in formal EEG and ECG validation study
1
Proprietary algorithm
created and patented
1000s
Tracks
processed using custom bulit tooling
1
launched globally on Apple Music
Product live
Other Projects
Connect with us to explore your project's potential.
ADDRESS
71-75 Shelton Street
Covent Garden
London
WC2H 9JQ
CONTACT
info@wearediverge.com
SOCIAL
Spotify
Product. Design. Branding. Technology.
Case Study
Sollos
Laying the groundwork for a new wellness venture inside Universal Music Group.
Before founding Diverge, Andy Davies led the creation of Sollos at Universal Music Group, from early idea to IP, research, and full product build. Now live on Apple Music, Sollos reflects the kind of work we do today: helping ambitious ideas in music, media and tech become scalable, investable ventures.
Product innovation
Venture build
Branding
Design
Business development
Go-to-market strategy
“Andy.. Congratulations to you for what this represents in terms of your vision and dedication to realize something we hope will have great influence in the evolution of the music+health field
Micheal Nash - EVP & CDO - Universal Music Group
The Challenge
Universal Music Group wanted to explore a serious question: can music help shift our mental state in measurable, reliable ways? Early signals were promising, but the space was full of noise. The goal was to create something credible, something that would stand up to scrutiny from both scientists and listeners.
The Solution
Working inside UMG, Andy brought together the right people, partners and process to take Sollos from hypothesis to launch ready. That meant building a multidisciplinary team, commissioning independent research, designing the product experience, and shaping the business model to support future growth.
The Impact
Sollos is now a live service on Apple Music and a standalone business within UMG. It offers music based wellness journeys backed by scientific validation and protected IP.
Sollos reflects the kind of work we do with clients across music, media and technology. Making early stage ideas real, investable and built to last.
Strategic Process
A modular approach from insight to implementation
Phase 1
Discovery
Understanding the real potential behind music and the mind
We wanted to know whether music could meaningfully affect the way people feel and think. And whether that effect could be proven. This phase was about curiosity, evidence, and building a credible case for further exploration.
Key activities
-
Literature review of 19 academic papers
-
Mapped user behaviour around passive wellness listening
-
Assessed gaps in existing wellness and audio tools
-
Identified internal UMG appetite to explore the space
Results
19
Acedemic papers - reviewed to inform the initial research foundation
2
Types - of auditory stimulation explored in depth: monaural and binaural beats
1
Research question -defined and aligned across stakeholders
Signals in the Noise
We reviewed academic research, industry reports, public data and first-hand usage patterns to assess whether sound could reliably influence mood and cognition. Some claims lacked rigour. But there were enough credible signals to justify serious exploration.
Neuroscience literature revealed links between audio and brain states
Tools like EEG and ECG showed potential for measuring impact
Concepts like entrainment and synchronisation stood up to scrutiny
Terms like alpha, beta and gamma waves emerged as key areas of interest
Ambient music with binaural beats often misused or misunderstood
Listening as Behaviour
We looked closely at how people already used music to manage their mental state, often without structure or support.
Music was used daily to manage stress, focus or sleep
Listeners relied on playlists rather than dedicated tools
Functional use was common but unspoken
Existing solutions lacked both credibility and emotional connection
Ambient music was widely used but not always effective
Users wanted control but not complexity
What UMG Could Unlock
Exploring the unique capabilities and assets already available.
Unmatched access to high quality catalogue and recordings
In-house expertise in sound design, mixing and mastering
Existing artist relationships across ambient, classical and electronic
Strong legal and licensing infrastructure already in place
Label teams interested in new models for catalogue use
Opportunity to lead in a new category, not follow
Mental Health in the Mainstream
Mapping wider cultural and commercial interest in emotional wellbeing.
Public discussion of stress and anxiety was accelerating
Mental wellness apps seeing rapid user growth
Artists speaking openly about therapy and mental health
Streaming platforms experimenting with mood and focus formats
Music already used in mindfulness, often unofficially
Opportunity to meet rising demand with substance
Phase 2
Scientific Validation
Proving what works and why
We partnered with Goldsmiths University to test how sound affects cognitive and physiological states. We ran a controlled EEG and ECG study to measure real effects and establish a foundation for further product development.
Key activities
-
Designed and commissioned Goldsmiths study
-
Defined measurable criteria for audio impact
-
Created first-generation proprietary algorithm and filed for patent
-
Aligned UMG stakeholders around early results
Results
42
Participants - involved in EEG and ECG study at Goldsmiths
1
Proprietary algorithm - created to structure and apply scientific findings
100%
Study - confirmed statistically significant changes in brain activity
Phase 3
Validation
Evaluating the strategic and commercial opportunity
To assess whether Sollos could succeed as a scalable business, we partnered with BCG Digital Ventures (later BCGX) to run a full venture validation sprint. This phase focused on evaluating product-market fit, defining potential business models and identifying clear paths to differentiation and growth within the wellness and audio sectors.
Key activities
-
Defined venture thesis with BCGDV
-
Built business model and financial projections
-
Benchmarked competitors and TAM
-
Outlined early GTM and monetisation strategy
Results
$$$
3
Monetisation -
models explored and validated with users
1
Business case -
approved with clear support from UMG leadership
7
Market segments -Market segments prioritised in early GTM strategy
Phase 4
Venture Build
Designing, testing and building the full system
With validation in place, we moved into full build mode. This phase involved standing up the venture across product, content, technology and operations. We designed the platform, built the internal team, created a scalable pipeline for audio adaptation, and established the systems required to run it all. Every major decision, from UX design to pricing strategy, was tested and refined in partnership with real users.
Key activities
-
Product, brand and UX design
-
Hired founding team and transitioned from BCG incubation
-
Created internal tooling for content production and clearance
-
Ran iterative testing across product, content and pricing
Results
150+
Users - involved in iterative product and content testing cycles
12
Team roles - defined and recruited to support internal launch
1000s
Audio assets- processed, tagged and cleared through new internal tooling
Hi-fi prototype
VALIDATION
Phase 5
Launch and Legacy
Taking it to market and passing the baton
Sollos went live on Apple Music and began operating as a standalone UMG business. Andy continued to lead the internal team through the early operational phase before appointing a full-time GM to take over. While Diverge did not exist at this stage, the work that led up to launch reflects the type of ambitious venture build we now support every day.
Key Features
-
Recruited new GM and transitioned leadership
-
Final handoff of platform, IP and systems
-
Launched first product through Apple Music integration
Results
1
Product live -
launched on Apple Music
100%
Ownership - and operations transitioned to internal Sollos team
Global
Available - to listeners worldwide
< / >
IMPLIMENTATION
Transformative Results
Measurable impact across all key performance indicators
19
Academic papers
reviewed to define the scientific foundation
42
Participants
involved in formal EEG and ECG validation study
1
Proprietary algorithm
created and patented
1000s
Tracks
processed using custom bulit tooling
1
Product live
launched globally on Apple Music
Other Projects
Connect with us to explore your project's potential.
ADDRESS
71-75 Shelton Street
Covent Garden
London
WC2H 9JQ
CONTACT
info@wearediverge.com
SOCIAL
Spotify
Product. Design. Branding. Technology.