NASHVILLE — Ahead of the 2024 Music Biz conference, Music Business Association president Portia Sabin predicted that artificial intelligence would be the most talked about topic.
“AI is the big one that everyone is talking about,” he said Advertising sign.
That premonition proved true during the current conference (held in Nashville May 13-16), as dozens of speakers across the spectrum of music, technology, legal, and more discussed the uncertain future of artificial intelligence in space and its current impact on the industry.
One such panel was 'How artificial intelligence and technology are shaping the music business' on Monday (May 13). Coordinator Elizabeth Brooksmanaging director at Better Angels Venture, panelists—head of artist marketing and digital strategy at Friends At Work; Jeremy Gruber; senior vice president of product and technology at MAX, Jeff Rosenfeld; Founder of MADKAT Mandy Sandquist; and singer-songwriter Stephen Day — discussed the emergence of artificial intelligence in music, some of the concerns surrounding its potential impact on artists' creativity, and how artists can maintain an authentic connection with their fans.
As the only artist on the panel, Day kicked off the AI portion of the discussion and countered that despite the recent rise in the use of genetic artificial intelligence in popular music — most recently with Drake on “Taylor Made Freestyle,” the diss track in which is using artificial intelligence to recreate the voices of Snoop Dogg and the late Tupac Shakur, which have since been removed after the Shakur estate threatened legal action — it's not worried about the emergence of generative AI. “Overall, I'm not really afraid because technology has always moved forward,” he said. “A man with heart and soul is what makes him important.”
Rosenfeld agreed, adding that “technology is constantly upgrading the music business,” pointing to social media as an example of something that has changed digital marketing strategies for artists and labels. However, one group that could be at risk, he said, are artists that people don't have a direct relationship with, such as film/television composers. “It's the personal relationship [that fans are after]. It's the person and their story behind the music that people relate to,” he said. “And that's why it's important to have a relationship with your fans.”
Rosenfeld is not the first executive to note this danger for artists making orchestral music. In 2023 Advertising sign history, Oleg Stavitsky, co-founder/CEO of AI-based functional audio company Endel, pointed to “functional music” (ie, a type of audio “not designed for conscious listening”) as their company's focus area. Although the company is not in the business of creating hits, it focuses on creating music that promotes sleep or relaxation (lo-fi music, ambient electronics, etc.) with the help of AI tools. Another company, LifeScore, which uses AI to “create unique real-time soundtracks for every journey,” enlisted James Blake to create an AI ambient soundtrack titled Calm.
While this poses a threat to that corner of the market, panelists were largely optimistic, if cautious, about the future impact of artificial intelligence.
“AI is not our master today,” Brooks said. Added Rosenfeld, “It's enabled small businesses to expand… It's destabilizing, but at the same time it's empowering.”
At a separate panel on Wednesday (15 May) titled 'How AI is changing the way we buy, promote and sell music', speakers also had a positive view of AI in the industry. Moderated by the co-founder and CEO of 24/7 Artists, Yudu Gray, Jr.the panel included SymphonyOS Chief Product Officer, Chuka Chase; head of communications and creator insights at BandLab Technologies; Dani Deahl; and founder of Visionary Rising LaTecia Johnson.
Chase said his company has used AI to streamline the process of finding and growing audiences for artists. One way was to use artificial intelligence to create a setlist for an up-and-coming artist's first tour. Chase explained that his team was able to leverage AI by sending out emails and polls to get an idea of what that artist should be playing in each city. “We went into CRM and sent out emails to do polls, a microsite that asked what songs [that artist] must perform. After a couple of hours we got about 20,000 responses,” he said, adding that he could then plug that data into GPT and create a list based on the most requested songs.
For Deahl, who is also a DJ and music producer, AI has helped outsource various administrative tasks. “One of the biggest hurdles that artists now have to overcome is that they don't just have to worry about the creative elements… They have to worry about all these different aspects of their business.” She argues that any tool that enables her to “cut the BS” and give her time to focus on the creative process is the best way to help her enhance her work. “Not every artist is cut out to be an entrepreneur,” he said.
Several companies are starting to launch similar “AI assistants” for these kinds of admin roles. Last month, for example, Venice Music launched a new tool called Co-Manager “to educate artists about the business and marketing of music so artists can spend more time focused on their creative vision.” . Susie Rio, the company's co-founder and president, said in a statement at the time. The idea is, Deahl said, to give artists more time to be artists.
To that end, as AI tools become more prominent, the people on an artist's team are now more critical than ever. While AI tools may shrink the size of an artist's team because of their functionality, Deahl doesn't envision a world in which human roles are completely replaced. “I don't worry about replacement when it comes to the people I work with,” he said. “It would be a really lonely road for me as an artist if the only things I relied on were AI chatbots or tools that tell me what my strategy should be. I need human feedback.”
from our partners at https://www.billboard.com/business/tech/music-biz-2024-ai-industry-impact-music-leaders-1235684517/
