UMG’s Lucian Grainge Says ‘Flood’ of AI Content Requires New Streaming Payment Models
Written by djfrosty on April 26, 2023
Universal Music Group chairman/CEO Lucian Grainge took aim at artificial intelligence again on Wednesday (April 26), this time blaming AI for the “oversupply” of “bad” content on streaming platforms and pointing to user-centric payment models as the answer.
AI tools have exploded in popularity in recent months, and Grainge has been an outspoken critic of generative AI being used to mimic copyrighted works, as with the song “Heart on My Sleeve,” which used AI to generate vocals from UMG artists Drake and The Weeknd.
In fervent comments Grainge made during a call discussing UMG’s earnings Wednesday, the executive said AI significantly contributes to a glut of “poor-quality” content on streaming platforms, muddies search experiences for fans looking for their favorite artists and generally has “virtually no consumer appeal.”
“Any way you look at it, this oversupply, whether or not AI-created is, simply, bad. Bad for artists. Bad for fans. And bad for the platforms themselves,” Grainge said.
The head of the world’s largest music company specifically called out the role of generative AI platforms, which are “trained” to produce new creations after being fed vast quantities of existing works known as “inputs.” In the case of AI music platforms, that process involves huge numbers of songs, which many across the music industry argue infringes on artists’ and labels’ copyrights.
Grainge argued that “the flood of unwanted content” generated by AI could be reduced by adopting new payment models from streaming platforms. UMG is currently exploring “artist-centric” models with Tidal and Deezer, while SoundCloud and Warner Music Group also announced a partnership on so-called user-centric royalties last year.
“With the right incentive structures in place, platforms can focus on rewarding and enhancing the artist-fan relationship and, at the same time, elevate the user experience on their platforms, by reducing the sea of ‘noise’ … eliminating unauthorized, unwanted, and infringing content entirely,” Grainge said on Wednesday.
While UMG continues exploring alternative streaming payment models with partners Tidal, Deezer and others on what form alternative streaming payment models should take, an analyst on Wednesday’s call asked Grainge if, in the meantime, the company would ever consider licensing songs to an AI platform.
“We are open to licensing … but we have to respect our artist and the integrity of their work,” Grainge said. “We should be the hostess with the mostest. We’re open for business with businesses that are legitimate and (interested in) partnership for growth.”