In a significant step towards interfacing with AI and its impact on the music industry, Spotify has partnered with the big three record companies — Sony Music Group, Universal Music Group and Warner Music Group — as well as licensing giant Merlin and global digital music company Believe to develop “responsible” AI products to empower artists and songwriters.
Spotify announced its latest initiative to make “significant investments in AI research and product development,” according to a release, marking one of the first times that major music companies have come together to develop tools that address artists’ and songwriters’ concerns about AI usage in the music space. Spotify notes that it hopes to expand its partnership to additional distributors and rights holders over time.
Though Spotify doesn’t outline any specific products in the works, the company states that there are plans in place to build a generative AI research lab and product team to develop technologies that reflect its mission. They lay out four areas of focus: partnering with labels, distributors and publishing companies to develop products for artists and fans through upfront agreements; offering artists and rights-holders the ability to opt-in to using generative music tools; building products to create new revenue streams; and creating a stronger artist-fan connection with the AI tools.
“Some voices in the tech industry believe copyright should be abolished. We don’t,” the release states. “Musicians’ rights matter. Copyright is essential. If the music industry doesn’t lead in this moment, AI-powered innovation will happen elsewhere, without rights, consent, or compensation. Together with rightsholders, artists, and songwriters, we are making significant investments in AI research and product development.”
The news comes less than a month after Spotify announced AI safeguards on the platform, revealing that over 75 million “spammy” tracks were removed over the past 12 months. Spotify said that its new protections included a policy to police unauthorized vocal impersonation (“deepfakes”) and fraudulent music uploaded to artists’ official profiles, as well as an enhanced spam filter to prevent mass uploads, duplicates, SEO hacks and artificially short tracks designed to fraudulently boost streaming numbers and payments.
As AI becomes an increasing focus in the music industry, record labels are starting to meet the challenges that come with it. Last week, Universal Music Group Chairman and CEO Lucian Grainge sent a memo to his staff outlining the efforts being made to develop commercial opportunities related to Gen AI to benefit songwriters and artists and generate new revenue. He explained that UMG has been working with AI developers to implement responsible AI and product agreements, outlined how artists can participate, and elaborated on what the company is doing to encourage responsible AI policies.
Regarding Spotify’s newest initiative, Alex Norström, co-president and chief business officer, stated, “Technology should always serve artists, not the other way around. Our focus at Spotify is making sure innovation supports artists by protecting their rights, respecting their creative choices, and creating new ways for fans to discover and enjoy the music they love.”
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Grainge said, “For several years we’ve been driving initiatives with our partners to put artists at the center of the conversation about Gen AI and have struck Artist-Centric agreements that establish innovative new vehicles to unlock the opportunities presented by this revolutionary technology. I commend Daniel, Alex and Gustav on taking these critical steps forward to advance this approach. It is essential that we work with strategic partners such as Spotify to enable Gen AI products within a thriving commercial landscape in which artists, songwriters, fans, music companies and technology companies can all flourish.”
Sony Music Group Chairman Rob Stringer added, “We are pleased to be collaborating with Spotify to develop responsible generative AI offerings that broaden opportunities for artists and songwriters, whilst enhancing the music experience for fans. This is an acknowledgement that direct licensing in advance of launching new products is the only appropriate way to build them and demonstrates how a properly functioning market benefits everyone in the ecosystem and fuels innovation. We appreciate and applaud Spotify’s leadership at this critical period.”
“We’ve been consistently focused on making sure AI works for artists and songwriters, not against them,” said Robert Kyncl, CEO of Warner Music Group. “That means collaborating with partners who understand the necessity for new AI licensing deals that protect and compensate rightsholders and the creative community. We support Spotify’s thoughtful AI guardrails, and welcome the opportunity to pioneer the future together.”
Merlin COO Charlie Lexton stated, “Merlin’s approach to the use of AI in music is straightforward. We actively look for partners who respect and value copyright, respect and value artists and want to enrich, not displace, the creative community. Spotify’s principles on AI announced today demonstrate that same commitment. We are excited to work together to ensure these principles translate into products that genuinely enhance the creative and commercial eco-system – for the benefit of our independent members, their artists and their fans.”
“At Believe, we have always seen two sides to AI and GenAI,” explained Denis Ladegaillerie, founder and CEO of Believe. “On the one side is ‘responsible AI,’ focused on artist and copyright protection, guided by our four principles of consent, control, compensation, and transparency. On the other side is ‘value-creative AI,’ innovations that place artists and their careers at the center, empowering creativity, accelerating music discovery, and deepening fan engagement. After supporting Spotify’s recent initiatives to strengthen AI protections, we are now thrilled to partner with Spotify to co-develop ‘value-creative AI’ tools that will fuel artist development and unlock new creative and commercial opportunities.”
Gustav Söderström, Spotify’s co-president and chief product and technology officer, added, “AI is the most consequential technology shift since the smartphone, and it’s already reshaping how music is created and experienced. At Spotify, we want to build this future hand in hand with the music industry, guided by clear principles and deep respect for creators, just as we did in the days of piracy. Our company brings deep research expertise to this opportunity and we’re actively growing our AI team and capabilities to drive the continued growth of the entire music ecosystem.”
From Variety US