Warner Music Group on Wednesday announced the acquisition of startup Sureel AI, a platform that uses technology called “AI DNA” to protect creative projects and other intellectual property, including music, sounds, likenesses and performances, from unauthorized use and monetization through AI training models.
Terms of the deal were not disclosed.
Founded in 2022, Sureel is working to use patented technology to track how artists’ content is used by generative AI models, track when and how their work is used, and make it easier for those artists to get compensated. This technology is deployed by users via a dashboard (pictured below).
Under the agreement, Sureel will continue to operate as an independent company. Founder and CEO Tamei Aykut said in a statement that the acquisition will help Sureel “deliver on our mission at scale by building a more transparent and just future and driving value growth across the music and entertainment ecosystem.”
“Rights holders have the right to know how AI interacts with their works and to have a fair share in the value AI creates,” Aykut said. “Sureel was created to make that possible.”
Surreel AI’s staff includes several music industry veterans, including Pledgemusic co-founder Benji Rogers and former Universal Music executive Aileen Crowley (both co-presidents), as well as former SoundCloud and Warner Music executive Michael Pelczynski, head of licensing, and several veterans from “social experience” company Tuti.
“AI is driving massive fan engagement and value creation opportunities for our industry, while the human provenance of music is more important than ever,” WMG CEO Robert Kinkle said in a statement. “Bringing Sureel to WMG strengthens our protection, management and monetization capabilities, ensuring the creative community remains in control of its intellectual property, name, image, likeness and voice. We look forward to working with Tamay and his team to advance all of their great work.”
WMG went from AI skeptic to AI supporter. After suing the music generation app Suno in 2024, the company settled the lawsuit and signed a licensing agreement with the app to power Suno’s models in November, even as the other two major music companies, Sony and Universal, continue to pursue lawsuits. This new licensed model is currently being tested. Last year, the music giant signed a deal with Stability AI to develop AI tools for artists.
