YouTube, Universal Music Team Up to Explore Future of AI Music

YouTube, Universal Music Team Up to Explore Future of AI Music

News by Roberto OrosaRoberto Orosa
Published: August 22, 2023

Video streaming giant YouTube has teamed up with Universal Music to launch the Music AI Incubator, a program that helps artists benefit from AI-generated YouTube videos that utilize their songs.

According to the press release, the incubator will "[bring] together some of today's most innovative artists, songwriters, and producers to help inform YouTube's approach to generative AI in music."

It will include a lineup of creatives from the music corporation, including Brazilian singer Anitta, Swedish producer Björn Ulvaeus, and American record producer Louis Bell.

In line with the launch, the video-sharing platform has also published its first-ever set of AI music principles grounded in its commitment to collaborate with the music industry "alongside bold and responsible innovation in the space."

Youtube CEO Neal Mohan shared the three principles in the company's press release:

  • AI is here, and we will embrace it responsibly together with our music partners
  • AI is ushering in a new age of creative expression, but it must include appropriate protections and unlock opportunities for music partners who decide to participate
  • We've built an industry-leading trust and safety organization and content policies. We will scale those to meet the challenges of AI

“We’re eager to further build on our focus of helping artists and creators make money on YouTube and will continue to do so in collaboration with our partners,” Mohan said in a statement.

Meanwhile, UMG Chairman and CEO Lucian Grainge shared that establishing effective tools, rules, and rewards that enable companies to limit AI's downsides while promoting its upsides remains both a challenge and an opportunity.

"If we strike the right balance, I believe AI will amplify human imagination and enrich musical creativity in extraordinary new ways," he added.

In his blog post, Mohan stated that YouTube videos related to generative AI have accumulated over 1.7 billion views this year alone.

This is why the two companies have joined forces to enforce copyrights, monitor the development of AI-generated music, and protect the artists whose voices and tracks were used, he concluded.

Edited by Nikola Djuric

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