{"id":7161,"date":"2024-08-13T01:43:11","date_gmt":"2024-08-13T05:43:11","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/08\/13\/creativity-brands-and-the-future-of-music-and-marketing\/"},"modified":"2024-08-07T16:44:31","modified_gmt":"2024-08-07T20:44:31","slug":"creativity-brands-and-the-future-of-music-and-marketing","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/creativity-brands-and-the-future-of-music-and-marketing\/7161\/","title":{"rendered":"Creativity, Brands and the Future of Music and Marketing"},"content":{"rendered":"\n

By David Courtier-Dutton, CEO, SoundOut<\/em><\/p>\n\n\n\n\n

“I want AI to do my dishes and laundry so I can do art and writing, not for AI to do art and writing so I can do my dishes and laundry” – Joanna Maciejewska, author<\/em><\/blockquote>\n

Since the dawn of time human creativity has been sacrosanct.\u00a0 New tools have automated farming, production, distribution – just about everything.\u00a0 But creativity has always been regarded as a mystical ability bestowed on humans alone, giving them an impervious monopoly.<\/p>\n\n\n\n\n\n

Few careers are more vocation-driven than creativity \u2013 whether that is music, art or the movies.\u00a0 It often transcends material considerations and bestows on many creators a spiritual feeling of entitlement and self-fulfilment.<\/p>\n\n\n\n\n\n\n\n

So, what impact will AI have on music, marketing and creativity in general?<\/p>\n\n\n\n\n

Artists and AI<\/strong><\/h2>\n

Last week SoundOut tested an AI track (created by me on Suno)<\/p>\n\n\n\n\n

[link?]<\/p>\n\n

with hundreds of US consumers \u2013 it ranked in the top quartile of all label released tracks in the last year – and I don\u2019t have a musical bone in my body.\u00a0\u00a0 This is hardly surprising as, having tested over 300,000 songs with consumers over the past 10 years, it is abundantly clear to me that the creative abilities of the vast majority of humans is actually not that impressive.<\/p>\n\n\n\n\n\n

For all music artists, the path to greatness always starts with great music.\u00a0 Over time the truly talented build a brand that, if strong enough, can survive the odd bombing single or album and ultimately sustain a \u2018career\u2019 the success of which is typically measured in $s. AI will not destroy the current careers of all creators, but it seems inevitable that it will destroy the opportunity for majority. \u00a0\u00a0If AI starts persistently creating \u2018great\u2019 music the critical first rung of the ladder to \u2018greatness\u2019 may be removed.<\/p>\n\n\n\n\n\n\n\n

To understand the impact we should not look at the first generation of AI gen platforms, much like the first iPhone, they are revolutionary, but it was the iPhone 4 that truly changed the game and led directly to accelerating the ultimate demise of Blackberry and Nokia.\u00a0 It is what is coming, not what is here now, that artists should fear.<\/p>\n\n\n\n\n\n\n\n

Depressingly, you can also be certain that, like streaming revenues, the labels will point to artists contracts to explain that the majority of (potentially all) AI revenues should not be shared with the artists as there is no clause that covers this.<\/p>\n\n\n\n\n\n\n\n

I know this all sounds pretty bleak, but to argue that AI is not creative because it\u2019s not human is entirely missing the point.\u00a0 Being creative is undoubtedly reaffirming and fulfilling for the artist but beauty is always in the eye of the beholder (consumers).\u00a0 If consumers ultimately decide that the product is more important than the source, then AI music will triumph.\u00a0 We can argue all day about what consumers will decide but if the fashion industry is anything to learn from, the product wins every time.<\/p>\n\n\n\n\n\n\n\n

Composers and budding recording artists want to know what the future will bring. \u00a0I believe the answer lies somewhere between disruption and irrelevance.\u00a0 Vested interests who still believe in the human creative monopoly will disagree.\u00a0 Time will tell.<\/p>\n\n\n\n\n

Consumers<\/strong><\/h2>\n

As the recent Eras tour has underlined, the power of brand in live music is immutable.\u00a0 The heady blend of familiar music, celebrity, shared experience and performance is not yet under threat.<\/p>\n\n\n\n\n\n

But the majority of consumers are fickle.\u00a0 Approximately 70-80% of consumers are casual listeners.\u00a0 They don\u2019t go to live concerts, and while they listen to radio and streaming services, they are not music \u2018fans\u2019.\u00a0 To them the identity of the artist behind the music is rarely of interest.\u00a0 Simply put they listen to music they like and are ambivalent about the source.\u00a0 In the above mentioned AI music test we collected around 10,000 words of verbatim reviews from which it was clear that AI music can indeed stir emotions and trigger the emotional dopamine response consumers seek from music:<\/p>\n\n\n\n\n\n

\u201cThis song has a hauntingly beautiful melody that tugs at the heartstrings. The melancholic lyrics and soulful vocals convey a sense of longing and heartache, evoking a deep emotional response from the listener.\u201d<\/em><\/p>\n\n\n\n\n\n

\u201cToday I heard an angel sing… the overall theme is sad but you can still feel the emotions she portrays.\u201d<\/em><\/p>\n\n\n\n\n\n

\u201cEach note stands with emotion, evoking memories that feel both personal and emotional. The overall art in the song is remarkable, blending instruments in a way that creates a rich environment, conveying deep feeling and emotions for all listeners.\u201d<\/em><\/p>\n\n\n\n\n\n

\u201cEach note you sing feels intentional and filled with emotion, creating a powerful connection with the audience.\u201d<\/em><\/p>\n\n\n\n\n\n

Will the revelation that a song is AI generated dampen our emotional response or will consumers simply \u2018get over it\u2019 and place quality\/appeal above creative source?\u00a0 At this point everyone is entitled to an opinion but reality will bite soon enough and if quality triumphs then all the raging of artists will change nothing.<\/p>\n\n\n\n\n

Brands<\/strong><\/h2>\n

Brands are slowly waking up to the wonderful economics of AI music.\u00a0 Music that perfectly resonates with the story arc of commercials, customisable genres, vocals and lyrics, no need for rights clearance, almost zero cost.<\/p>\n\n\n\n\n\n

But at the same time they are acutely conscious of the swirling unknowns \u2013 the legality of the training data used in the models, the $150,000 penalty for each infringement, the risk of damaging their brand by being called out for disenfranchising artists or being regarded as unauthentic.\u00a0 Brands thrive on authenticity and by building genuine emotional relationships with consumers \u2013 could AI content weaken that bond?<\/p>\n\n\n\n\n\n\n\n

But money talks, over time effectiveness will out.\u00a0 If AI generated content is shown to increase bottom line financial effectiveness (even marginally) brands will embrace gen AI.\u00a0 Initially as an ideation tool or co-pilot but soon as a replacement.\u00a0\u00a0 Its already happening for soundtracks to social media content and, if effective, it will inevitably percolate up to higher budget media.<\/p>\n\n\n\n\n\n\n\n

The speed at which this will happen will be tempered by a powerful storm anchor in the form of creative agencies, populated almost entirely with creatives, many of whom subscribe to the view that creativity is uniquely human.\u00a0\u00a0 They will cling to the belief that AI is just a handy co-pilot – right up to the moment that AI plunges a career ending dagger into their back.<\/p>\n\n\n\n\n

Conclusion<\/strong><\/h2>\n

We face a future where many of those things that define us as humans are likely to be appropriated or replaced by AI \u2013 including creativity, work, and even relationships.<\/p>\n\n\n\n\n\n

The impact on humanity will be fundamental.\u00a0 Humanity is set to experience a truly grief stricken decade.\u00a0 Many are currently in the \u2018denial\u2019 stage; we have anger, bargaining, depression and acceptance still to come.<\/p>\n\n\n\n\n\n\n\n

Have a great weekend.<\/p>\n","protected":false},"excerpt":{"rendered":"

Few careers are more vocation-driven than creativity \u2013 whether that is music, art or the movies.\u00a0 It often transcends material considerations and bestows on many creators a spiritual feeling of entitlement and self-fulfilment.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":7162,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-7161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"\nCreativity, Brands and the Future of Music and Marketing | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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