The Future of AI Pop: Exploring Google and Universal’s ‘Deepfake’ Music Collaboration and the Potential of Cloned Voices such as Harry Styles, Rihanna, and Kanye West

Streaming has disrupted the music industry just as the iPod eliminated CDs and cassettes rendered vinyl obsolete. Throughout history, the music industry has adapted and evolved. Now, the emergence of “deepfake” songs, convincingly mimicking the voices of artists like Johnny Cash, Frank Sinatra, and Drake, has prompted Universal Music, the world’s largest record label, to take action. Universal Music is in discussions with Google to license artists’ voices and melodies for AI-generated songs. This new-age music is created using neural networks, such as OpenAI’s Jukebox, which can generate eerie approximations of pop songs in various artists’ styles. However, the use of AI in music production raises copyright concerns. The technology blurs the line between using copyrighted songs and utilizing cheaper or copyright-free imitations. Yet, experts believe that AI-generated music has the potential to revolutionize the industry by creating new hits. Universal Music hopes to reach an agreement with Google to allow fans to create songs while ensuring copyright owners receive compensation. This mirrors the music industry’s negotiation with YouTube over user-generated videos featuring copyrighted songs. The future of AI-generated music remains uncertain, but Universal Music sees a partnership with Google as a crucial defense against the growing threat of AI.

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