As brands redouble their ingenuity to forge a strong and memorable sonic identity, theartificial intelligence invites itself into the score. 🎵 What does music creation look like in the age of AI? Can we really create emotion with notes generated by an algorithm? Does AI simply compose or recompose what it has already heard?
😎 To learn more about branded music creation, the We Ae COM team went to meet the expert, Alexandre Saboundjian, CEO of the media player WinampBetween technological promises and artistic challenges, Alexandre Saboundjian shares with us his sharp vision of musical creation in the era of artificial intelligence. Let's go for an immersion in the heart of augmented music! 🚀
Hello Alexandre, to begin, what would be your definition of musical creation, particularly in the world of brands?
Behind every branded musical creation, there is a notion of simplicity and memorability. Brand music is a signature: a concise assembly of a few carefully chosen notes, specially designed to aid memorization.
Let's get to the heart of the matter! How is artificial intelligence transforming music creation today?
I am convinced that AI is an accelerator of creation. Musical creation and technology have a close relationship, whether in the creative, mixing or post-production processes. Don't think that today we still enter a studio with a guitar in our hands. 🙂 Also, Artificial intelligence is a new technology that will have a positive impact on our professions, provided that it is handled reasonably.
On the one hand, it can assist the artist in his creative process. On the other hand, it can allow him to explore the sounds of instruments he does not master, without having to call on another musician.
The real question is: “What about whole AI-generated pieces?” This question puts the notion of quality into perspective: that born from artistic intelligence versus that resulting from artificial intelligence.
I am convinced that AI is an accelerator of creation.
Precisely, do you think that AI represents a threat to artists?
AI itself does not represent a threat, but unregulated use of AI does! It is important to know that the musical learning of an artificial intelligence is based on the analysis of pre-existing pieces, taken from what we call catalogs. The problem is this: how to pay the musicians who composed this catalog?
Awareness is necessary. It is urgent to create a new segment of remuneration to put an end to this policy of musical “hold-up”.
How is AI challenging current copyright laws in the music industry?
A legislative framework protects works, particularly through copyright. Each piece belongs to its creator, often the artist, or belongs to a label's catalog. By ignoring this logic, AI becomes a risk for musicians.
Learning artificial intelligence should not be free, especially if it relies on pre-existing, copyrighted creations.
This economic lure reminds me of what was once called the free internet. A movement that allowed internet giants to impose themselves without compensation, while the economic burden has gradually shifted to end users, through services that have become chargeable and infrastructures financed by their subscriptions.
Learning artificial intelligence should not be free, especially if it relies on pre-existing, copyrighted creations.
What are the challenges of using AI to generate tracks inspired by existing artists?
From a technological perspective, generating music with AI is simple. From a legal perspective, it's extremely complex. The problem is not the technology itself, but the lack of regulation and the slowness in putting a framework in place.
From a brand perspective, the legal risk is real. If a company chooses to generate music or a jingle using AI, it currently only remunerates the technology that enabled it to create that music. But tomorrow, what will happen if the legislation changes and a rights holder files a complaint?
Should streaming platforms impose rules to limit the use of AI-created music?
Yes, and these rules are already effective. Platforms detect and reject pieces coming from AI.
Not only does drawing inspiration from existing works make artificial intelligence akin to a form of plagiarism. Beyond that, it can hamper creative freedom: by drawing solely on the past, AI limits any possibility of innovation. If AI had taken hold in the 60s, would we only be listening to Rock 'n' Roll today? : )
By feeding only on the past, AI limits any possibility of innovation.
In your opinion, what will be the major developments in the music and AI sector of tomorrow?
AI is evolving at breakneck speed and will continue to evolve. The entire creative industry is affected. Creators must not turn away from it. Quite the contrary. It would be counterproductive not to take advantage of this incredible technology.
Artificial intelligence will always need artists to create new things. Besides, we will most certainly see a new generation of artists emerge tomorrow, professional artists of the prompt.
Before we leave you, do you have any final advice for We Are COM readers who want to get started in generating musical content?
Surround yourself with music professionals! AI isn't an expert, so if you're not one, then take advantage of the expertise of real musicians. This will prevent you from falling into uniformity or cliché.
3 things to know about Alexandre Saboundjian
His favorite medium? Alexandre draws a lot of inspiration from LinkedIn, a social network increasingly rich in varied content.
His favorite brand jingle? For him, it's the timeless SNCF jingle. This sound logo carries a super power of identification. We've all heard it hundreds of times, and yet we never tire of it.
Her passion ? Golf! This sport allows him to escape. In fact, Alexandre also volunteers his time by coaching a team of young golfers.
