YouTube Partners with Universal Music for AI Experimentation
YouTube has revealed that it is collaborating with Universal Music Group and several artists, including Rosanne Cash and Don Was, to explore the potential of artificial intelligence (AI) in the music industry. The Music AI Incubator, a newly formed initiative, will not only experiment with AI-related tools but also aim to encourage more artists to engage with this technology. Lucian Grange, Universal’s CEO, highlighted in a blog post the importance of gaining feedback from artists, including rapper Yo Gatti and the estate of Frank Sinatra, to ensure the development of effective AI solutions.
The partnership between YouTube and Universal Music Group also emphasizes the streaming video giant’s commitment to protecting copyrights and monitoring its platform for unauthorized use of artists’ voices. Just this year, AI-generated videos on YouTube garnered more than 1.7 billion views. YouTube CEO Neal Molan stressed the goal of the Music AI Incubator to find ways for performers to benefit financially from this emerging technology. Molan stated, We’re eager to further build on our focus of helping artists and creators make money on YouTube.
The rise of generative AI has raised concerns that creators’ work could be exploited for new songs without proper licensing or attribution. Streaming services previously removed a fake song featuring voices of Drake and The Weeknd when it gained viral popularity. In response, record labels, including Universal Music, have taken swift action to protect their catalogs. Universal Music demanded that streaming platforms prevent AI services from producing unlicensed content that resembles the music of the artists they represent.
The collaboration between YouTube and Universal Music demonstrates the label’s proactive approach toward AI-related risks. Earlier this year, Universal had already signed a deal with sound wellness company Endel, allowing its artists and labels to utilize Endel’s AI technology in creating mood music soundscapes. YouTube, recognizing the challenges of generative AI systems, also expressed a commitment to investing in AI-powered technology to protect its community of viewers, creators, and songwriters.
While concerns exist regarding unauthorized usage, some in the music industry have embraced the technology. Canadian singer Grimes made headlines when she announced her willingness to allow her voice to be used in AI-generated songs, even sharing royalties with those involved. Analysts remain optimistic about the future possibilities of AI in music production. Goldman Sachs analysts noted that the music industry could benefit from AI if it is effectively controlled, while Citigroup analysts highlighted the potential for historic assets to be sweated harder through AI utilization.
YouTube has promised to unveil more detailed information about specific AI technologies, monetization opportunities, and policies related to AI in the coming months. This collaboration between YouTube and Universal Music aligns with the music industry’s efforts to explore and harness the potential of AI while addressing the associated challenges.
