If Only the Music Industry Could Control AI Hits — Oh Wait

Jorja Smith vocal doppelganger Kaitlin Aragon (Photo: TikTok)

Who’s gonna deliver the next crop of AI-generated hits — and who gets to control them?

That’s the devilishly difficult question now confronting the music industry, which has been witnessing a string of charting releases from AI ‘artists’ like Velvet Sundown, Cain Walker, and, most recently, HAVEN. It’s also the focus of DMN Pro’s latest research report, which tracks the actual chart positions achieved by AI-generated songs so far (hint: it’s been a bit overblown in the press, but the upward chart momentum is scarily obvious).

Importantly, these AI concoctions all feature heavy human involvement and platforms like Udio and Suno, both of which have been heavily restricted following agreements with Universal Music Group and Warner Music Group (Sony Music, as we’ve reported, has yet to come to the table with either of these companies).

With limitations like opt-in-only IP sourcing and limited downloads, can platforms like Suno spit out another ‘I Run,’ which plausibly cribbed both the voice and songwriting of EDM star Jorja Smith?

Clearly Suno is one of the biggest — and most heavily-financed — barracudas in this pond with a $2.45 billion valuation. But by hobbling Suno, did WMG’s Robert Kyncl merely hand the advantage to another fast-rising player, potentially hailing from less-restricted regions like China?

“There will definitely be a number one hit generated entirely by AI,” one CEO of a top-ranked music distributor promised DMN. But perhaps the major labels and other IP-owning giants have far greater influence over this inevitability than it appears.

As the Yogi witticism goes, ‘It’s tough to make predictions, especially about the future’. But one possibility is that the sanctioned versions of Udio, Suno, and others like KLAY actually produce hits utilizing opted-in IP from creators who want to participate. Look no further than ‘Heart on My Sleeve,’ which, in an alternative universe, could have been concocted using licensed material from Drake and The Weekend.

Certainly, there are plenty of artists willing to toss their IP into the AI pot, starting with producers like Timbaland, though it’s difficult to determine if enough artists will play ball.

DMN Pro Weekly: AI Acts Like Breaking Rust, Velvet Sundown, and Haven Aren’t Topping the Charts Quite Yet — But Is A Bonafide #1 Hit Right Around the Corner?

But once it’s clear who’s opt-in and who’s opted-out, the majors suddenly have the power to shape the future.

For example, ‘I Run’ was removed from Spotify and other DSPs over a host of infringement issues. Of course, team HAVEN quickly resuscitated the track with a sound-alike singer (Kaitlin Aragon), but in the future, the majors could decide to squash similar shenanigans if enough copyright and NIL violations are present.

Or, authorize — and promote the hell — out of a AI-generated track that used authorized inputs emanating from any platform. Indeed, that sounds like an AI future rights holders might enjoy, particularly if viral, charting AI-generated tracks are suddenly spilling off billions in added royalties.

Amazingly, that’s a future in which a scary technology ends up making the business even bigger — and music IP even more valuable in the future.