Lindsey Camerota, CEO, SoStereo, on pushing the music industry into ‘uncharted territory’ with AI.
Over the years, we’ve watched the music licensing industry adapt to one technological shift after another – from the golden age of radio to the explosion of online streaming, managing digital rights and navigating the complexities of royalty tracking.
But now, the rise of artificial intelligence is pushing us into uncharted territory – introducing legal and ethical challenges we couldn’t have imagined.
On the bright side, advancements in AI have made it far easier for brands to efficiently and accurately source the perfect music tracks. Yet these models also enable users to produce music that mimics the sound of copyrighted works – a major cause for concern on the intellectual property front. They’re also capable of copying artists outright by using their actual voices to produce ‘original’ music, further blurring the lines of ownership and ethical use.
I’m a firm believer that AI could revolutionize the music licensing industry for the better, offering brands an efficient tool for music discovery to help them find tracks that elevate brand messaging and more.
Yet I can’t help but think about the potential for intellectual property theft and fraud, which not only undermines artists’ rights but also threatens the very essence of creativity that makes music so special.
It’s a balancing act for sure, but a nuanced approach to AI can enhance the industry while safeguarding the talent and creativity of real artists.
Music’s Pushback on AI
Some of the world’s most notable music labels have already taken legal action against AI usage. Many artists and music groups have also become vocal about their likeness being used for AI-produced content.
In April, the Artists Rights Alliance (ARA) issued an open letter condemning the unlawful use of AI in music. More than 200 popular music artists, including Billie Eilish, Nicki Minaj, Jon Bon Jovi, R.E.M., Pearl Jam and others, signed the letter.
In May, Sony Music Group issued formal warnings to more than 700 generative AI and streaming companies to prevent them from using any of their content without official agreements.
The following month, Universal Music Group, Sony Music Entertainment, Warner Music Group and others joined a lawsuit coordinated by the Recording Industry Association of America to take on Suno and Udio-maker Uncharted Labs over their AI programs. The tools created by the two companies allow users to develop full-length songs using the voices of human artists based on text prompts.
The Trouble with AI-Generated Music
I can easily understand why artists and their labels might be worried about AI’s unregulated use for business purposes, as AI-generated music sounds dangerously close to the artists that users are attempting to mimic. With just a few simple keystrokes, generative AI platforms can produce new songs or entire albums resembling the work of top artists.
These AI music generators also produce music at a fraction of the cost it would take for businesses to legally license it for commercial purposes – an enticing fact for brands working on a limited budget.
Exploiting the hard work, talent, and experience of real artists, these programs copy human creativity without paying what the real talent behind those sounds deserve.
The convenience and low costs associated with AI-generated music might seem like existential threats to artists and music groups, especially those hoping to license their music for fair compensation.
However, I think it’s still way too early to view AI-generated music as a threat to music itself. AI-generated music relies on pattern recognition and formulas, meaning it’s still incapable of capturing the authenticity of true artists.
Brands using AI-generated music run the risk of venturing into what I like to call a “sea of sameness,” using generic songs that sound just like every other company – a death sentence for advertising.
Beyond that, the legal and ethical implications of using an artist’s likeness without authorization can put brands in an exploitative light. Brands need to consider these ethical implications and ensure they are using AI-generated music in a responsible and considerate way.
AI’s Actual Value in Music
There’s no doubt that AI-generated music presents many challenges, especially for brands trying to bypass traditional licensing. With that said, we can’t overlook the fact that AI is an incredibly powerful tool for businesses in one particular area – music discovery.
We all know that using songs from the most popular artists is a surefire way to enhance content. However, there’s a virtually endless number of quality tracks from lesser-known artists that can often better serve their needs, with the potential to become popular in their own right. With AI, companies can more precisely discover music, uncovering hidden gems they likely never would have considered otherwise, elevating their brand and creating memorable, lasting experiences. This potential of AI in music discovery opens up new horizons and possibilities for the industry, instilling a sense of optimism about a future where technology helps promote and celebrate real artistry.
AI won’t be able to replicate the quality and authenticity of music from true artists anytime soon, so the existential concerns about AI in music are a bit dramatic.
But from my perspective, there’s so much more to be excited about. AI-generated music, while a powerful tool for music discovery, is still unable to truly capture the authentic creativity and emotion that real artists bring to their work. However, that doesn’t mean AI can’t benefit the music licensing industry in alternative ways. I say instead of focusing on outsourcing creativity to AI, brands should instead leverage it to aid their music search in a way that aligns with their needs.
About SoStereo
SoStereo, a key player in the music licensing industry, bridges the gap between music, advertising and technology.
Since its establishment in 2014, SoStereo has simplified access to authentic music from over 10,000 emerging artists worldwide, enabling brands to elevate their messaging with real, impactful music.
SoStereo’s platform provides brands and agencies instant access to unique tracks beyond forgettable stock music. With proprietary technology and premium client service, SoStereo is trusted by industry leaders like Google, Apple, Nike and Netflix to enhance their creative content.
