When the internet first came into play, many companies thought it was trending, and websites could be built and maintained part-time by the nerd kids on staff. But as years went by, it became clear that businesses needed a dedicated webmaster to stay here and compete in the New World. Or two. Or 3. No more than that.
A similar phenomenon occurred later on social media. Facebook? what's that? Twitter? I've never heard of it. But as social media platforms gained traction, businesses realized they needed social media managers and had support staff.
Today's paradigm-shift technology is artificial intelligence, becoming virtually powerful and more powerful every hour. Companies are currently investing heavily in AI as well as people who can write good prompts. The AI department is emerging everywhere. This technology is in the process of changing everything.
Last week's column focuses on what we're missing out on about the old (i.e. pre-2000) music industry. So let's give the future equal time.
After a rough decade of trying to adapt to the realities of the digital world in the 21st century, the music industry has evolved at an accelerated rate, embracing new AI technologies and practices. This includes creating (or potential creation) jobs that didn't exist even five years ago. Shall we make a rough guess?
Record producers and songwriters transform into “music designers”
When synths became mainstream in the late 70s and early 80s, synth players were accused of not being “real musicians.” Who needs formal music training to create songs? The British Musicians' Union has even called on the UK government to ban synthesizers.
It's nothing compared to what's happening with AI.
Ah, you write your own songs, right? And when you go to the studio to record them, are you right to pay the producers and engineers? Record labels are looking for ways to eliminate as many unreliable people as possible. Companies are looking for ninjas for that, as platforms like Suno can produce surreal songs.
Hallwood Media, an indie record company founded by former Geffen record president Neil Jacobson, has announced a contract with humans that “develops lush sonic landscapes using AI-powered platforms.” Yes, his main tool is Suno. The full album will be available in October.
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“New River represents the future of our medium,” says Hallwood. “He is a music designer at the intersection of craftwork and taste. If he shares his journey, the world will see the dexterity behind his work.
Check what he can do. Is this art or a more refined AI slop?
Does this deny the skills and talent of musicians who have spent decades writing, recording and touring? Your phone. But one thing is certain, sound designers are in great demand in many areas, such as film/TV scoring, jingle production, and production libraries. And maybe just maybe more ambitious.
Virtual Star Creator
Virtual bands are nothing new. At least in 1969, the sound from a bunch of anonymous studio players could be returned when the Archies, a fake cartoon band, hit the top hit with Sugar Sugar. Since then I have seen around 12 others, including Prozzak, Gorillaz, Hatsune Miku and several AI works. Most recently we had Velvet Sandown, a Milketoast AI band that was hot for about a month.
However, velvet sunsets are hardly unique. The creation of FN Meka (fail), Yona, Auxuman Collective, Polar, K/DA, Anna Indiana, and this experiments with the Ai-generated act, the product of a rather clever sound designer who essentially creates brand new virtual pop stars. This is Bengaya, Germany.
His Instagram profile reads, “Hello! I'm an AI singer who is passionate about creating and performing music that touches the soul. Designed with cutting-edge technology and deep love of musicals.
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Record labels can produce something like this without dealing with unstable attempts at musicians or creativity. Just eliminate them! AI Pop Stars are always available. Don't get drunk, overdose, or get involved in dangerous relationships. perfection!
This transition has inevitably spread, and we've seen a new AI music programme that is very good, very quick, talking about creating artists, names, personas and songs with generative lyrics within 60 seconds.
This is what I'm talking about. Be aware of the time it takes to process.
This also hinders Emily Portman's new album. It was all AI fakes.
AI Voice Agent
I do a lot of narration work on radio, television, commercials and educational materials, but I can see it written on the wall. Why hire me for these projects when clients can order producers to use AI-generated voices? It may already be happening. There are rumours in the industry that some producers illegally clone the voices of famous people, use them for specific projects, steal the sounds of people's unique voices, and turn them into profits.
What we need is more AI voice agents and people who license Voice of Voice talent for jobs that are not readily available to living humans. For example, if someone wants me to narrate a long, boring corporate video and I don't have time to schedule a session, the AI voice agent will mediate a transaction where my personal sound is cloned. Certainly, many restrictions, guarantees and penalties must be enforced, but they can turn out to be a source of passive income. Or, the bigger, well-known narration talent helped me get out of business completely. You understand, right?
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Hologram Experts
This work already exists, as evidenced by the number of avatar/hologram productions already out there. Today, the hologram replaces dead performers (Buddy Holly, Roy Orbison, Ronnie James Dio, Whitney Houston). As more superstars die, the owners of their property and their song rights hope these artists will continue to live and produce. And at the actuarial table that says we will soon lose many of the artists we have grown up to, the demand for hologram ninjas is rising.
And consider this historical precedent. In the mid-'60s, the Beatles decided to become a full-time studio band. There is no better live performance. This has really annoyed both the record companies (which relied on tours to promote terrorism) and the media (which would no longer benefit from the Beatles' appearance). The compromise was for the band to play their short films and do fun and surreal things. These were the early days of the music video.
Today, ABBA (all of its members are still alive) has won hundreds of millions of dollars from the ABBA voyage show in London. They earn all the income and profits of the tour without leaving the house. How long will it take another still-living artist to go down this route? Who do you need to spend a few days in a motion capture suit to create a production featuring your biggest hits? All they have to do is cash out the check.
These are four examples of what we can expect to see in the future. Probably tomorrow too. Be prepared.
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