Universal Music Group (UMG) announced on Thursday a partnership with ElevenLabs, a leading voice AI company, to launch an AI-powered music platform. This new initiative allows users to create remixes and new versions of tracks using UMG's vast catalog, but only if the artists opt in. The move comes after similar partnerships between other major labels like Warner Music and BMG with Suno, another AI music company.
Industry executives are navigating these partnerships carefully due to concerns that AI-generated music could undermine artist control and earnings. Previously, UMG along with Sony and Warner sued Suno over copyright issues but dropped the lawsuit against Warner late last year. The current licensing agreements aim to shift focus from litigation to revenue generation by making artists pay for using their content in AI platforms.
This strategic approach also seeks to demystify AI technology among music fans who have been skeptical of AI-created music, potentially opening up more acceptance and engagement with such innovations in the future.