Generative AI is transforming industries at a rapid pace, and Universal Music Group (UMG) wants to shape how it impacts music. In a recent memo, Chairman and CEO Sir Lucian Grainge outlined UMG’s strategy for AI partnerships, artist participation, and public policy. His message makes clear that the company intends to lead innovation while protecting the rights of artists and songwriters.
Building Strategic AI Partnerships
To start, UMG has secured agreements with major platforms such as YouTube, TikTok, Meta, and Spotify. It has also partnered with emerging developers like BandLab, Soundlabs, ProRata, and KLAY. These collaborations aim to create new music experiences while keeping artists at the center. For example, Universal Music Japan recently announced a deal with KDDI to explore generative AI for fan engagement. Importantly, Grainge stressed, “We will NOT license any model that uses an artist’s voice or generates new songs which incorporate an artist’s existing songs without their consent.”
Advocating for Responsible AI Policies
Furthermore, UMG is pushing for responsible AI policies as some technology companies pressure governments to allow training on copyrighted material without compensation. Grainge condemned these efforts as “unauthorized (and, we believe, illegal) exploitation.” In response, UMG introduced Artist-Centric principles in 2023 to combat AI-generated “slop” on streaming platforms. Since then, many partners have adopted measures to reduce fraud, infringement, and royalty diversion. Additionally, UMG recently partnered with SoundPatrol, a Stanford-led company that uses patented technology to protect artists’ work from misuse in AI music generators.
Moreover, Grainge expressed optimism about the potential of Agentic AI, which employs dynamic reasoning and adaptation. He believes it could revolutionize how fans discover and interact with music. UMG has also established internal teams to guide artists through these opportunities, ensuring that new tools enhance creativity and generate revenue responsibly.
In conclusion, Universal Music Group is positioning itself as a leader in building a responsible AI ecosystem for music. By combining strategic partnerships, strong advocacy, and a firm commitment to artist consent, UMG is shaping a future where technology enhances human artistry rather than exploiting it.
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