AI and the future of music The future is already here

Mark Mulligan, Hanna Kahlert and Tatiana Cirisano

May 2023

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.

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, and The Weeknd

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