Is there a place for AI in the music industry? At least one label seems to think so.
Record label Sub Pop spoke. Los Angeles Times The music video for artist Washed Out's single “The Hardest Part,” released on May 2nd, is the first collaboration between major music artists, filmmakers, and OpenAI's Sora text-to-video generator. It is said to be a collaboration. It is also the longest video created using AI.
The team behind this video says Sora allowed them to create something large without blowing their budget (the total cost of the video was not disclosed). Access to Sora is not yet available to the public, but was provided free of charge to video director Paul Trillo. Over the course of six weeks, Sora compiled his 55 clips, selected from an estimated 700 clips he created from his text prompts.
“A lot of music videos don't have the budget to dream big,” Trillo told the Los Angeles Times. “I think AI can help the music industry in terms of creating things that even Ernest would dream of, and perhaps didn't have the courage to dream of before.”
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But not everyone in the music industry is so supportive of introducing technology across the industry. Last month, more than 200 artists signed a letter calling for stronger regulation of AI tools in music. Signatories include names such as Billie Eilish, J. Balvin, Bob Marley and the estate of Frank Sinatra.
The music video for “The Hardest Part” may be the first official collaboration with Solar, but several Korean pop artists have already used similar technology to create creative works. On April 24, the group Seventeen released a teaser for a (human-produced) music video that intentionally used AI-generated clips to comment on the use of AI across the industry. The title card asked, “In today's reality where anything can be created with AI, who is the true maestro?''
The day before, on April 23, the group RIIZE released what they claim is an “AI-generated visualizer” for their single “Impossible.” Comments on the video made it clear that fans were not impressed with the choice. “It’s not too late to remove this,” read one article. “I salute RIIZE and hope something like this never happens again,” another posted.
Viewers of “The Hardest Part” seem equally unimpressed. “The more you look at it, the worse it gets,” said one commenter. Another person summed up his feelings in four words: “The future is overwhelming.”
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artificial intelligence music
