(l to r) TuneCore CEO Andreea Gleeson, Grimes, and CreateSafe CEO Daouda Leonard. Photo Credit: Believe
In late April, Believe disclosed that it was exploring multiple artificial intelligence partnerships. Now, the company’s TuneCore subsidiary has unveiled a tie-up with Grimes and CreateSafe, the developer of the artist’s much-publicized Elf.tech platform.
The New York City-headquartered distributor and Los Angeles-based CreateSafe emailed Digital Music News about their union today, relaying that the corresponding talks had kicked off at IMS Ibiza.
Daouda Leonard serves as CEO of CreateSafe and likewise manages Grimes, who in early May committed to splitting recorded royalties down the middle on approved tracks featuring AI-generated imitations of her voice. Considering self-reported usership stats as well as the extensive selection of songs with vocals from Grimes AI, many have evidently been quick to capitalize upon the tool.
And with the just-detailed agreement in place – as the reach of artificial intelligence itself continues to grow – logic suggests that the tool is poised to become increasingly prevalent. TuneCore artists who feature Grimes AI’s voice in their own music will be able to distribute the resulting works “to all major streaming platforms,” per the involved parties.
Also eligible for TuneCore distribution (and half the royalties) are works in which Grimes AI is the “main” artist – though the namesake act must approve all the “collaborations” beforehand, higher-ups emphasized.
With the 35-year-old’s signoff, TuneCore will proceed to “review the content to ensure it adheres to DSP guidelines, validate accurate royalty splits and ultimately distribute the music,” the Believe-owned business indicated.
Addressing the partnership in a statement, TuneCore CEO Andreea Gleeson touched upon several interesting points – among them today’s fast-growing “pool of music creators” and the potential to spearhead similar AI initiatives involving different artists.
“The use of AI allows artists to enhance their creativity, build a deeper relationship with their fans through co-creation, and establish a new revenue stream,” communicated the close to eight-year TuneCore exec Gleeson. “It also expands the pool of music creators by making it easier for people to create music.
“By joining forces with Grimes and CreateSafe, TuneCore becomes a first mover in the space, providing artists the opportunity to engage with AI technology in an innovative, streamlined process that provides tangible value and enables consent, control and revenue splits at scale. Going forward we’re eager to explore similarly innovative initiatives on behalf of our artists,” she concluded.
On the latter front, one can safely assume that the approaching months and years will see additional creators yet embrace AI voice platforms like Elf.tech – if only in an effort to counteract a vast collection of unauthorized artificial intelligence soundalike songs. Meanwhile, non-infringing AI tracks are continuing to pour onto streaming services in droves.
Though some remain optimistic about AI’s long-term effects on creativity, a number of others (including Grimes) are raising concerns about the technology’s perceived pitfalls and/or calling for enhanced regulations.
Specifically in the music space, Deezer is building an AI music identification system – with plans in place to eventually distinguish between AI and non-AI releases when distributing royalties. Plus, Universal Music is making a much-publicized push for streaming-compensation reform, Sony Music is sounding off on music platforms’ “low quality and meaningless volume,” and Warner Music is developing “unprecedented” proprietary technology.