Producer. Music tech founder with multiple exits incl. BMG, Splice, Beatport. Founder Wavetick and Wavea.
There's much hyperbole and a saturation of immature products in the current music AI space. A few years back I was pitched daily by Web3 / NFT startups (remember those?) promising to reinvent the music industry and leave sceptics trailing. Their technology was mostly brilliant, but several years on and the revolution we were sold isn’t close to fruition. We've reached a similar point with gen music AI. The same folks who vied their Web3 startup would take down major labels are now telling us 'traditional' music creation will die a painful death. If Suno et al are creating a future where the music creator and listener become one, this gives serious potential to disrupt DSPs, aggregators and everything in between. Welcome thinking, but there's a long road before such utopia can be meaningfully construed. Not disclosing training sources will likely hurt these services. Brand trust begins with responsible practice. It's feasible high profile artists will boycott and publicly vilify them - think SAG/AFTRA strikes but with music. Suno’s millions will aid with legal challenges, but could set an uneasy precedent where others follow - steal now, seek permission later. Will future legislation render AI music services a gimmick unfit for public broadcast or distribution? End user agreements for most gen AI services are unacceptably vague. We see “Use at your own risk” through to “your creation is uniquely your copyright”. An hour spent researching popular service EULAs gives me little comfort for pro/broadcast use or publishing to a DSP. Output quality is key: An audibly pleasing, musically interesting output is de rigueur. Weaving drum hits together with a browser based MIDI generator is not a product that will disrupt the face of music creation. Buying a bona fide (human created) output may be far more valuable than hours spent prompting a turd. With a glut of products to choose, UX and integration into existing creator workflow are massive: If UI is poor, it takes too long to generate an output or input fields yield inaccurate results, interest is rapidly lost. Is there an exaggeration of AI’s impact? We will doubtless evolve an entirely new class of creator, further democratising music making. After all, why settle for spoon-fed major label playlists when you can just roll your own bespoke experience? But the threat to professional creator livelihoods seems a long way off. The winners in this space will likely be the well-researched, steady adopters who subtly integrate AI assisted features to aid existing creative processes and democratise the learning curve for tomorrow's creators today.
There are many more real, pervasive, and systemic threats to creator livelihood than the prospect of being replaced by AI-generated content.
If Suno trained its models on my music (hypothetically) I wouldn't care. I have trained myself on other people’s music.
"subtly integrate AI assisted features to aid existing creative processes and democratise the learning curve for tomorrow's creators today": bang on, that's the exact definition of the sweet spot for AI in music. 👍🏻👍🏻👍🏻
As a creator, characterizing a future where the “music creator and listener become one” as a “utopia” is definitely a gear change for my sensibilities. I’d have to unpack that one a bit.
Great perspective, Sharooz! Surprisingly, although the Web3/NFT era was just a flash in the pan, I still see some in the music business trying to keep that idea alive. I agree 100% that the winners in this space will be those who truly marinate on the various ways that AI can/should be be incorporated into the music industry, rather than treating it as a race to stuff as much AI into it as possible.
Similar to Figma - today I saw a plug-in which draws the design in figma based on your prompt. Same would be great for Studio One or similar software in music - than you can still edit what was created , or augment again with a prompt , or manually
"The winners in this space will likely be the well-researched, steady adopters who subtly integrate AI assisted features to aid existing creative processes and democratise the learning curve for tomorrow's creators today." - Spot on!!!
Great perspectives, as always! Would love to chat with you more soon about a project that I believe is filling the space of “aiding existing creative processes”. Let’s chat soon.
XR Dev · Interaction Designer · Musician · Creative Technologist
5moTwo points I wanted to offer - I will break it up into two comments because of character limit. First, man, it would sure be nice if the SAG/AFTRA comparison were viable, but musicians completely lack the organized labor protection offered to other Hollywood trades. You don't need to look any further than how terrible the current flow of revenue through the existing systems are for musicians for proof of that. There is the old guard of AFM which kind of completely opted out of fighting labor disputes of the digital era and focused very narrowly on performers in commercial ensembles, and there is the nascent work of UMAW, but nothing that has achieved critical mass or any kind of institutional leverage to actually bargain with a dominant AI company. If something like that were to happen, truly it would be as you say, something ad hoc comprised of the existing billionaire class at the top of the industry, your Taylor Swifts and Beyonces and Metallicas and Dr. Dres etc. And that's just protecting the interests of the status quo, not actually advocating for a redistribution of revenue sharing / IP protection in good faith.