Wrapping up our three-part series exploring how artificial intelligence is reshaping the media landscape, we turn our attention to the recording industry. AI-generated music is causing a stir, and this week, we'll delve into how this technology alters how we create and consume music.
In the weeks before Taylor Swift released her eleventh studio album titled The Tortured Poets Department, there was a lot of online speculation about what it would sound like as she had not released any singles. An audio clip started to circulate claiming to be a leaked track from the album about the pop star’s relationship with football star Travis Kelce, with the lyrics, “So happy that my Travy made it to the big game, one step closer to Kelce being my last name.” Taylor Swift fans took to the internet to cry foul, saying she would never release a track with such groan-worthy lyrics. However, even the most ardent fans had to admit the synth-pop beat behind the lyrics was catchy, and it did sound like Swift singing. It wasn’t until almost two months later, when the album was released, that they could breathe a sigh of relief. The verse was nowhere to be found on the actual album. It wasn’t a leaked track but an AI-generated one using Swift’s previously released songs to replicate her sound and style.
The music industry is often among the first to experience significant financial shifts when new technologies change how we access and purchase media. In 1999, as internet-enabled personal computers became widespread in American homes, music file-sharing services like Napster emerged, drastically reducing physical album sales. In 2008, improvements in internet speeds made streaming feasible, leading to the popularity of music streaming services like Spotify, which diminished the demand for paid digital downloads. Now, we are witnessing another transformation as AI technology begins to significantly influence the industry by replicating the work of famous music artists.
On April 4th, 2023, a TikTok user known as Ghostwriter, who remains anonymous in his videos by wearing a large bed sheet over his head along with a pair of oversized black sunglasses, released Heart on My Sleeve, a track featuring the AI-generated vocals of Drake and The Weeknd, two wildly popular artists signed with Universal Music Group. The song quickly went viral, amassing millions of streams on platforms such as Spotify, YouTube, and TikTok. One commenter summed it up, saying, “First ever good AI song. Remember it, this is history boys.”
Universal Music threatened legal action, prompting streaming services to take down the track. Although they successfully removed this specific viral track, it seemed impossible to contain the widespread creation and sharing of AI-generated music. The toothpaste was out of the tube. The situation was akin to the early days of illegal music file-sharing, where large-scale daily violations made enforcement nearly impossible.
While many established mainstream musicians have voiced concerns over the rise of AI-generated music, viewing it as a threat to their livelihoods and artistic integrity, some artists, particularly in independent or underground scenes, have embraced the technology. Canadian pop star Grimes actively encourages her fans to create AI-generated versions using her voice. She has even provided the raw audio files to facilitate the process, hoping to strike a revenue-sharing agreement with anyone who goes viral.
Even artists fighting AI-generated versions of their work have had to walk a fine line, balancing criticism with acknowledging its potential benefits when speaking publicly about the tools. British singer FKA Twigs said in a congressional statement during a proceeding to discuss a bill protecting artists from AI, “These and similar emerging technologies are highly valuable tools both artistically and commercially when under the control of the artist. What is not acceptable is when my art and my identity can simply be taken.”
Even the Recording Academy has waffled on whether they would allow AI-generated music like Heart on My Sleeve to be eligible for a Grammy. The academy president initially said he would, then walked that statement back. With stakeholders across the industry grappling with how to adapt and respond, one sure thing is AI's impact on musical creation and consumption will only continue to grow. While what lies ahead is unclear, the only certainty is that synth-pop is about to get much more synthetic.