Photo provided
NASHVILLE — Music Business Association President Ahead of 2024 Music Biz Conference Portia Sabin We predicted that artificial intelligence would be the most actively discussed topic.
“AI is the big thing that everyone is talking about,” she said. signboard.
That hunch came true at this year's conference (held May 13-16 in Nashville), where dozens of speakers across music, technology, law, and more discussed the uncertainties of AI in this field. We discussed the future and the current impact of AI on the industry.
One such panel was “How AI and Technology is Shaping the Music Business” held on Monday (May 13).chairperson elizabeth brooksManaging Partner at Better Angels Venture, Panelists – Head of Artist Marketing and Digital Strategy at Friends At Work; Jeremy Gruber; Senior Vice President of Products and Technology, MAX; Jeff Rosenfeld; MADKAT founder maddie sundquist; and singer-songwriter Stephen Day — discussed the emergence of AI in music, concerns surrounding its potential impact on artist creativity, and how artists can maintain authentic connections with fans.
As the only artist on the panel, Day kicked off the AI portion of the discussion, calling it out despite the recent increase in the use of generative AI in popular music, most recently with Drake on his diss track “Taylor Made Freestyle.” I objected. He used his AI to recreate the voices of Snoop Dogg and the late Tupac Shakur, which have since been removed after the Shakur Foundation threatened legal action, but he is a generative I'm not worried about the emergence of AI. “Technology is always advancing, so overall, I'm not too scared about it,” he said. “Human beings with heart and soul are what matter.”
Rosenfeld agreed, adding that “technology is constantly upending the music business,” pointing to social media as an example of something that has changed digital marketing strategies for artists and labels. But one group that could be at risk are artists who don't have a direct connection to the public, such as film and television composers, he said. “It's a personal connection [that fans are after]. “What people relate to is the person and the story behind the music,” he said. “That’s why it’s important to build relationships with our fans.”
Rosenfeld isn't the first executive to address the risks for artists who make instrumental music. in 2023 signboard Story, Oleg StavitskyThe co-founder and CEO of AI-driven functional sound company Endel says his company's focus is on “functional music” (i.e., a type of audio that is “not designed to be consciously listened to”). ) were listed. The company isn't in the business of creating hit songs, but with the help of AI tools, it focuses on creating music (lo-fi music, ambient electronics, etc.) that promotes sleep and relaxation. LifeScore, another company that uses AI to “create a unique real-time soundtrack for every journey,” hired James Blake to create an AI ambient soundtrack titled Ta. relax.
Although this is a threat to one corner of the market, panelists were generally cautiously optimistic about the future impact of AI.
“AI is not our master today,” Brooks said. Rosenfeld added: “It's allowed small businesses to expand. It's destabilizing, but it's also empowering.”
In another panel discussion held on Wednesday (May 15) titled “How AI is changing the way music is marketed, promoted and sold,” speakers also discussed AI in the industry. He expressed a positive outlook. Moderated by the co-founder and CEO of 24/7 Artists. Yudu Gray Jr.the panel featured the Chief Product Officer of SymphonyOS. Chinese Chase; Head of Communications and Creator Insights at BandLab Technologies; dani deal; Founder of Visionary Rising Latecia Johnson.
Chase said his company uses AI to streamline the process of finding and growing an artist's audience. One way is to use AI to create a setlist for an emerging artist's first tour. Chase explained that his team was able to leverage AI by sending emails and conducting polls to gain insight into what artists should perform in each city. . “We went into our CRM and sent out a bunch of emails asking people what the song was like and putting out a survey and a microsite. [that artist] Must be executed. After a few hours, we had about 20,000 responses,” he said, adding that he can incorporate that data into GPT to create setlists based on the most requested songs.
For Deahl, a DJ and music producer, AI has helped him delegate various administrative tasks. “One of the biggest hurdles artists have to overcome right now is that they don't just have to worry about the creative element; they have to worry about all the different aspects of the business,” she says. He argues that tools that “cut out the clutter” and give you time to focus on the creative process are the best way to enrich your work. “Not every artist can be an entrepreneur,” she says.
Several companies have begun launching similar “AI assistants” for these types of administrative roles. Last month, for example, Venice Music launched a new tool called Co-Manager to “educate artists about the business and marketing of music, allowing them to focus more on their creative vision.” Ta. Susie LiaoThe company's co-founder and president said in a statement at the time. The purpose, Deal said, is to give artists more time to be artists.
To that end, humans on artist teams are more important than ever as AI tools become more prevalent. While AI tools may reduce the size of teams of artists thanks to their capabilities, Diehl doesn't envision a world where humans' roles are completely replaced. “As far as the people I’m involved with, I’m not worried about succession,” she said. “It would be a really lonely path for me as an artist if all I relied on was an AI chatbot or a tool that told me what my strategy should be. I need human feedback.”
