The music industry is on the cusp of a revolution, and it's being driven by artificial intelligence. Dave Stewart, the creative force behind the iconic band Eurythmics, believes that musicians must embrace AI as an "unstoppable force." But what does this mean for artists and the future of music? Let's dive in.
Stewart's perspective is that artists should proactively license their music to generative AI platforms. These platforms analyze existing songs to create entirely new ones based on user prompts. Imagine asking an AI to compose a Britpop-style song about a night out – the AI would draw inspiration from similar tracks to generate something unique.
Recently, major players like Universal and Warner have partnered with AI platforms like Udio and Suno, allowing anyone to create music using the work of their signed artists, or remix existing songs. Stewart's advice is clear: "Everybody should be selling or licensing their voice and their skills to these companies. Otherwise they’re just going to take it anyway."
But here's where it gets controversial... Not everyone agrees. Companies and big labels counter that artists will have to opt into these services and receive royalties for the use of their work by AI companies. This highlights a fundamental shift in the music industry, with AI potentially causing significant changes, even surpassing the impact of piracy and streaming. Stewart even predicts a "disintegration of giant corporations controlling their artists."
This is where Stewart's new venture, Rare Entity, comes into play. It aims to empower creatives across various disciplines by giving them total control and ownership of their work, rather than surrendering rights to record labels. Rare Entity offers financial support for projects, but doesn't seek to own the intellectual property. Instead, it takes a share in the earnings. This approach is designed to put artists back in the driver's seat, especially in the fast-evolving digital landscape, where AI's rapid adoption is a clear warning about the importance of owning and controlling one's work.
Stewart's inspiration for this venture dates back to the early 1980s, when he and Annie Lennox had to take out a £5,000 bank loan to kickstart Eurythmics. The idea further developed in 2002 when he organized a gathering in Deutsche Bank's boardroom in New York, inviting the likes of Lou Reed, Stevie Wonder, and Dr. Dre. He emphasized the need for artists to adapt, create their own worlds, and reclaim control in the face of the internet's rise.
Stewart, a champion of creative autonomy and the transformative power of technology, views generative AI with less anxiety than some musicians. He sees it as a creative tool, like his first drum machine, that can be wielded in the right hands – never as a complete replacement for human creativity. He encourages creatives to study Gilbert and George's Ten Commandments for artists, especially the one that says, "Thou shalt not know exactly what thou dost, but thou shalt do it."
What do you think? Is embracing AI the future for musicians, or is there a better way? Share your thoughts in the comments below!
