AI and the future of music The future is already here
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20,000 foot view: Unlike most new technology hype cycles, the impact that artificial intelligence (AI) has on the world is already surpassing expectations. Within the music industry, AI will largely be an enabler and accelerant of already-existing trends and market shifts: the growth of self-releasing artists, the consumerisation of music-making, and the resulting oversaturation and hyper-fragmentation of the market. These shifts will elevate fandom as the differentiator, and push labels to reposition themselves as fandom drivers. How the music industry responds to copyright concerns will have profound implications — at best, AI could unearth a new set of revenue opportunities for rights holders.
Key insights
- Half of creators believe AI can be useful tool for making music, a quarter are neutral on matter
- AI will music-making tools, driving a quantum in music output
- As AI the oversaturation and hyper-fragmentation of music market, as well as blurring of lines between creators consumers, the ability to cultivate will become the ultimate differentiator
- AI does have to generate great music erode major labels’ market share; only needs to generate enough with one stream each
- As AI take over creators’ needs, from (i.e., scheduling, drawing up contracts) creative (i.e., developing marketing campaigns), labels will need to reposition value around artist development and fandom
- AI will both passive and active music but lean more heavily to
- If embraced, could unearth an entirely new of licensing opportunities for recorded from licensing proprietary datasets to tools
Companies and brands mentioned in this report: Aespa, Arca, Avid, ChatGPT, CoSo, Discover Mode, Drake, Fiverr, Holly Herndon, HYBE, iZotope, K/DA, KINGSHIP, LANDR, League of Legends, MasterClass, MAVE, Mubert, , NASA, Netflix, Neutron, Never Before Heard Sounds, SM Entertainment, Snapchat, SoundCloud, Soundful, Splice, Spotify, Teflon, Tencent Music Entertainment, TikTok, Universal Music Group, Voltaire, The Weeknd