AI Vs human creativity Part 2: Will AI melodies be the symphony of the future?

It is a reality that AI-generated music is here to stay, and streaming platforms will have to deal with the phenomenon. While it may be possible to dish out AI-generated music compositions with consummate ease, they may not be able to match the ones made by human composers/ singers. Music essentially is a manifestation of sublime human emotions, and machines can’t replicate that fundamental human trait. We discussed that aspect in detail in the first part of this feature report.

So, the question is how will streaming platforms deal with the issue of AI-created music? Will there be a potential conflict or competition between AI-generated music and human-created music in terms of visibility and promotion? It is possible that streaming platforms might need to strike a balance between showcasing AI-generated music and supporting human artists to maintain a diverse and engaging musical ecosystem.

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AI vs human creativity Part 1: Examining the impact of AI on the music industry

It is likely that streaming platforms will strive to balance the promotion of AI-generated music with supporting and promoting music created by human artists, points out John Paite, Chief Creative Officer, Media.Monks India (Tech +Art).

While AI-generated music offers new and exciting possibilities, many listeners will continue to prefer music that is created by human artists, and streaming platforms will attempt to cater to both preferences in order to offer listeners a diverse range of options, says Paite.

“There may be some potential conflict or competition between AI-generated music and music created by human artists, particularly for music scores for video games, ads or movies. Soon AI will be able to procedurally generate sounds according to each user’s preference, creating unique and enhanced experiences. For example, horror games may use the player’s gameplay data to train the AI to react and produce sounds which are more or less scary for the user, according to their preference,” he adds.

Music platforms and labels will eventually need to work alongside tech companies and artists to create a safe space for promotion and distribution of original music and define what is a healthy amount of promotion for AI-generated content, says Vincent Kola, Creative Supervisor - Design & Video, SoCheers.

“I feel consumption will be key. A conflict may only arise if there’s a blind acceptance and over-consumption of not-so-good artificially intelligent music. Original music, and music produced by artists who use technology or even AI tools to help their creative process, will never be really replaced by full artificial creativity. But on a commercial level, the line between the two might start to disappear which could affect the number of projects artists get to work on. This may tempt platforms to double down on AI-generated music to boost business and streams, which obviously will be bad for artists,” Kola adds.

Rohan Thakar, Co-Founder & Creative Producer, Ep.Log Media, feels that over time, the line between AI music and natural music will get blurred. “While I love the pure creation of music with acoustic instruments, it is a complicated process to produce. Nowadays, we can create an entire orchestral set with just 26 keys on a keyboard! Music that used to take days or months to create can now be accomplished in hours or minutes. We are excited to see what AI-generated music can do for us. Over time, the line between AI-generated music and self-created music will gradually become blurred,” Thakar adds.

The beauty of platforms, he says, is that they offer a variety of options, and we have the freedom to choose what we wish to consume. Therefore, he adds, what is good will resonate with and be appreciated by consumers. “A common comparison to AI is Autotune. In this day and age, even someone who doesn’t know how to sing can create a chart-topping hit! However, that doesn’t mean we can’t still enjoy classical singers.”

Nitin Jai Shukla , Founder, OMTV, too, says that creating music is a laborious process and requires a lot of creativity. “Now imagine doing away with the entire process and programming your songs in five minutes with just one click. The reason why many people appreciate songs from the 1950s and 1980s is because digital music had not yet dominated the industry, and those eras are often seen as a nostalgic and vibrant period. The music created during that time carries a certain charm and freshness that still resonates with listeners today. While music produced after those decades can be enjoyable, it may not always have the same level of impact and innovation,” he says.

Similarly, he adds, with AI in the realm of music, there has been significant progress, but it may not always reach the same level of impressiveness as human-created music. “AI and human musicians often coexist, and it's possible that new technologies, such as advanced algorithms or specialized devices, can distinguish between AI-generated music and music composed by humans. It is important to note that personal preferences vary, and while some people may find AI-generated music impressive, others may still hold a preference for music created by human musicians,” he adds.

The impact on the industry

AI-generated music has the potential to significantly impact the music industry in several ways, both in terms of music consumption and production. It is important to analyse the many ways in which it will shape the future of music consumption and production.

AI-generated music has the potential to revolutionise the music industry by providing new avenues for creativity, personalised experiences, and streamlined production processes. However, it also brings about challenges that need to be addressed, including legal frameworks, cultural perceptions, and the redefinition of roles within the industry.

NoCap Meta Founder Aahan Dogra feels that the impact of AI-generated music on the music industry is likely to be significant. “On the positive side, it can help bring back the voices of artists who are no longer with us and create amazing new tracks. On the other hand, it may lead to an influx of AI-generated songs that could potentially displace music created by human artists.”

The music industry is at the frontier of a huge shift, opines Vincent Kola. He sees a future where mediocrity gains upper hand with AI-created music ruling the roost.

“With AI and the internet becoming super accessible, the barriers for people to create music and publish it are fast disappearing. This means we will see more creators producing music, and therefore, a flood of mediocre, un-original music. We will see a rise in Directors rather than Creators. We will see a cluster of niches across different communities, disciplines and genres, and the clutter may also lead to an increased demand for original music and original artists as a reverse effect. On the other hand, we may witness the most creative phase in music production ever with artists embracing AI in helping their creative process, which may also lead to newer genres, styles and a greater expression of musical creativity,” he predicts.

John Paite thinks that AI-generated music has the potential to have a significant impact on the music industry as a whole, both in terms of music consumption and production. Concurring with Vincent Kola, Paite also feels that in terms of music consumption, AI-generated music could lead to an increase in the overall volume of music available to listeners.

“With AI, it is possible to generate large amounts of music quickly and efficiently, which could lead to a more diverse and rapidly expanding music landscape. Being a cost-effective and rapid way of production, in many avenues, teams of artists and creators will shrink, allowing a single person to accomplish multiple tasks as equal to a team instead,” says Paite.

However, he adds, there are also potential risks associated with AI-generated music.

“As mentioned earlier, there may be issues related to copyright and ownership, as well as ethical dilemmas regarding attribution and transparency. Overall, AI-generated music has the potential to significantly shape the future of the music industry, both in terms of music consumption and production. While there are potential risks and challenges associated with this technology, it is likely that AI-generated music will continue to evolve and become an increasingly important part of the music landscape,” he says.

Balancing the promotion of AI-generated music with supporting human artists is indeed a challenge, points out Aahan Dogra. “With AI music being cheap to create and potentially royalty-free, it can increase profits for streaming platforms. However, there’s a risk of “diluting” the music catalogue with machine-generated music, which could be damaging to the industry and human artists alike. Deezer’s approach includes using AI to tag songs created with generative AI, especially those using synthetic voices of existing artists, and flagging these tracks to rights holders who can then decide what action to take,” he adds.

Limitless possibilities

Rohan Thakar feels that AI music is good for the artists. What is certain is that artists who embrace the potential of this technology will experience tremendous growth and progress. He makes some predictions:

On a global scale, music will witness cultural fusion. Imagine a fusion of traditional Chinese composition with a Bollywood theme from the 1960s!
There are millions of people who have dreamed of becoming musicians and singers, but were unable to pursue their passion due to various circumstances. With AI-generated music, they will now have access to share their talents with the world, and professionals will be able to enhance their production capabilities.
Similar to what happened with videos, where individuals from various backgrounds such as security guards, farmers, business people, and those in the armed forces became their own version of filmmakers, dancers, or actors on platforms like TikTok and Reels. Their creativity is now being appreciated worldwide!
The number of fans attempting to create their own cover versions using the voices of their favourite artists will increase exponentially.
Imagine Michael Jackson singing a Hindi song with lyrics written in the style of Gulzar Saab.

“As spoken word content producers, we are excited to utilise the new generation of music technology to develop richer experiences. We hope to create audio series and dramas with compelling background scores, sound effects, and spatial experiences. All of this will be more accessible and faster to develop with the advent of AI,” adds Rohan Thakar.

The future

How will the realm of AI-generated music on audio streaming platforms continue to evolve and influence the industry?

In terms of future developments, Deezer’s CEO predicts an explosion of AI music in the next six to nine months, which indicates a growing trend towards the use of this technology in music production, states Aahan Dogra.

“As this happens, it's expected that streaming platforms will continue to evolve their strategies to ensure a balanced and fair ecosystem for both AI and human-created music. Part of this evolution involves more accurate reflection of individual listener choices in royalty payment calculations, a change that Deezer is currently exploring with Universal. This could support smaller-level artists and give users more direct influence over who benefits from their subscription fees,” Dogra adds.

He maintains that it is also important to mention that AI isn’t just being used for music generation, but also for identifying fraudulent behaviour on these platforms.

“Deezer uses AI to root out ‘fake artists’ and fake streams, showing the technology’s potential for maintaining the integrity of the music industry. In conclusion, while AI-generated music brings new opportunities and challenges to the industry, it is evident that streaming platforms are actively engaging with these issues to ensure a balanced and ethical music ecosystem. The future of AI in music is still unfolding, but it is clear that it will continue to have a significant impact on the industry,” concludes Dogra.

One area of advancement, according to John Paite, is the continued development of generative models that can create even more realistic and complex music. As AI technology continues to improve, he adds, it is likely that generative models will become better at capturing the nuances of human-created music, leading to even more convincing AI-generated music. Another area of development, according to him, is the integration of user feedback into the generative process. By incorporating user feedback, streaming platforms can generate music that is more closely aligned with the preferences of their listeners, leading to more personalised and engaging listening experiences.

In addition, Paite predicts that there is potential for AI-generated music to be used in new and innovative ways, such as in video games or as part of immersive virtual reality experiences. As these technologies continue to evolve, it is likely that AI-generated music will become an even more integral part of these experiences, he adds.

“Overall, AI-generated music is likely to continue to evolve and influence the music industry in a variety of ways. As technology continues to improve, we can expect to see even more convincing and diverse AI-generated music, as well as new and innovative applications of this technology. While there are potential risks and challenges associated with AI-generated music, it is an exciting and rapidly evolving area of the music industry that has the potential to shape the future of music in significant ways,” he concludes.

According to Rohan Thakar, streaming platforms have deep knowledge gathered in their data labs, and they will certainly bring out their versions of original music that would be created and personalised for their users’ taste. He cites the example of Spotify’s recommended playlist and AI DJ.

“We also believe that a certain level of interactivity will occur where different tools come together to enable users to create and publish music all within one app. A hypothetical use case would be developing music with Soundtrap’s tools, and the produced music would be immediately available on Spotify. An interesting case where we feel AI-generated music will shine is as an incredible driving force for creating contextual advertising solutions that blend music with ads, making the ad experience enjoyable,” Thakar says.