AI
MashApp, a music remixing app featuring hit songs from Doja Cat, Ed Sheeran, Britney Spears and more, launched in the Apple app store Tuesday (Feb. 18). At launch, the AI-powered app has already worked out licenses for select tracks from Universal Music Group (UMG) and Warner Music Group’s (WMG’s) publishing and recorded music catalogs, Sony Music’s recorded music catalog, and Kobalt’s publishing catalog.
The app, founded by former Spotify executive Ian Henderson, features a TikTok-like vertical feed for users to share the remixes they make with the app. Among the tools it offers to users, MashApp boasts the ability to combine and mix multiple songs into each other and to speed up, slow down or separate out a song into its individual stems (the individual instrument tracks in a master recording).
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News of MashApp’s launch arrives just days after Bloomberg reported that Spotify is planning to launch a superfan streaming tier that includes extra features, like high-fidelity audio and in-app remixing tools.
MashApp, however, is the latest standalone app to use cutting edge technology, like AI, to allow users to morph and manipulate their favorite songs. Last year, Hook, another AI remix app, announced its licensing deal with Downtown. Other companies, like Lifescore, Reactional Music and Minibeats, have also played with the idea of allowing users more control over the music they listen to in recent years. With these tools, fans can turn static recordings into dynamic works that evolve over time based on a listener’s situation, whether that’s having the music respond to actions in a video game in real time or while driving a car. Even Ye (formerly Kanye West) played with this concept during the rollout of his album Donda 2, which was only available via a hardware device, called a Stem Player, that let listeners control the mix of the album.
MashApp is available for free or via a paid subscription for ad-free listening and additional features. Though mashups and remixes of hit songs are popular soundtracks for short-form content on TikTok and Instagram Reels, MashApp creations must be enjoyed within the app and are only available for personal use.
“MashApp’s mission is to bring the joy of playing with music creation to non-musicians, to let people play with their favorite music, as they have long done through DJing, mix tapes, mashups, and karaoke,” explained MashApp CEO/founder Henderson in a statement. “We want this new creative play to be a great experience for fans, but also for artists. This requires close partnerships with record labels and music publishers, and we’re excited that our partners have embraced our vision.”
Mark Piibe, executive vp of global business development & digital strategy at Sony Music, added: “We are pleased to be working with MashApp to help fans go deeper in how they engage with their favorite music through a new personalization and creation experience that appropriately values the work of our artists. This partnership furthers Sony Music’s ongoing commitment to supporting innovation in the marketplace by collaborating with developers of quality products that see opportunity in solutions that respect the rights of professional creators.”
“UMG always seeks to support innovation in the digital music ecosystem. MashApp introduces another evolution of the streaming experience for users by combining the creativity of DJ apps, with the accessibility that streaming offers,” said Nadir Contractor, senior vp of digital strategy & business development at UMG. “Within MashApp, users can unlock their own creative expression to curate, play and enjoy in real-time musical mashups from their favorite artists and songs, while respecting and supporting artist rights.”
“Our commitment to championing the rights of our artists and songwriters is at the core of everything we do,” said John Rees, senior vp of strategy & business development at WMG. “This partnership with MashApp builds on this mission–delivering a licensed, innovative platform that not only offers fans an exciting way to engage with music but also safeguards the work of the artists and songwriters who make it all possible.”
Lastly, Bob Bruderman, chief digital officer at Kobalt Music, added, “Kobalt has been a strong supporter of new companies that allow fans to express their creativity and engage with music they love. It was immediately clear that MashApp had a unique vision that opened a new experience for music fans on a well-executed platform, simultaneously respecting copyright. We look forward to a long partnership with MashApp.”
This analysis is part of Billboard’s music technology newsletter Machine Learnings. Sign up for Machine Learnings, and other Billboard newsletters for free here.
Have you heard about our lord and savior, Shrimp Jesus?
Last year, a viral photo of Jesus made out of shrimp went viral on Facebook — and while it might seem obvious to you and me that generative AI was behind this bizarre combination, plenty of boomers still thought it was real.
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Bizarre AI images like these have become part of an exponentially growing problem on social media sites, where they are rarely labeled as AI and are so eye grabbing that they draw the attention of users, and the algorithm along with them. That means less time and space for the posts from friends, family and human creators that you want to see on your feed. Of course, AI makes some valuable creations, too, but let’s be honest, how many images of crustacean-encrusted Jesus are really necessary?
This has led to a term called the “Dead Internet Theory” — the idea that AI-generated material will eventually flood the internet so thoroughly that nothing human can be found. And guess what? The same so-called “AI Slop” phenomenon is growing fast in the music business, too, as quickly-generated AI songs flood DSPs. (Dead Streamer Theory? Ha. Ha.) According to CISAC and PMP, this could put 24% of music creators’ revenues at risk by 2028 — so it seems like the right time for streaming services to create policies around AI material. But exactly how they should take action remains unclear.
In January, French streaming service Deezer took its first step toward a solution by launching an AI detection tool that will flag whatever it deems fully AI generated, tag it as such and remove it from algorithmic recommendations. Surprisingly, the company claims the tool found that about 10% of the tracks uploaded to its service every day are fully AI generated.
I thought Deezer’s announcement sounded like a great solution: AI music can remain for those who want to listen to it, can still earn royalties, but won’t be pushed in users’ faces, giving human-made content a little head start. I wondered why other companies hadn’t also followed suit. After speaking to multiple AI experts, however, it seems many of today’s AI detection tools generally still leave something to be desired. “There’s a lot of false positives,” one AI expert, who has tested out a variety of detectors on the market, says.
The fear for some streamers is that a bad AI detection tool could open up the possibility of human-made songs getting accidentally caught up in a whirlwind of AI issues, and become a huge headache for the staff who would have to review the inevitable complaints from users. And really, when you get down to it, how can the naked ear definitively tell the difference between human-generated and AI-generated music?
This is not to say that Deezer’s proprietary AI music detector isn’t great — it sounds like a step in the right direction — but the newness and skepticism that surrounds this AI detection technology is clearly a reason why other streaming services have been reluctant to try it themselves.
Still, protecting against the negative use-cases of AI music, like spamming, streaming fraud and deepfaking, are a focus for many streaming services today, even though almost all of the policies in place to date are not specific to AI.
It’s also too soon to tell what the appetite is for AI music. As long as the song is good, will it really matter where it came from? It’s possible this is a moment that we’ll look back on with a laugh. Maybe future generations won’t discriminate between fully AI, partially AI or fully human works. A good song is a good song.
But we aren’t there yet. The US Copyright Office just issued a new directive affirming that fully AI generated works are ineligible for copyright protection. For streaming services, this technically means, like all other public domain works, that the service doesn’t need to pay royalties on it. But so far, most platforms have continued to just pay out on anything that’s up on the site — copyright protected or not.
Except for SoundCloud, a platform that’s always marched to the beat of its own drum. It has a policy which “prohibit[s] the monetization of songs and content that are exclusively generated through AI, encouraging creators to use AI as a tool rather than a replacement of human creation,” a company spokesperson says.
In general, most streaming services do not have specific policies, but Spotify, YouTube Music and others have implemented procedures for users to report impersonations of likenesses and voices, a major risk posed by (but not unique to) AI. This closely resembles the method for requesting a takedown on the grounds of copyright infringement — but it has limits.
Takedowns for copyright infringement are required by law, but some streamers voluntarily offer rights holders takedowns for the impersonation of one’s voice or likeness. To date, there is still no federal protection for these so-called “publicity rights,” so platforms are largely doing these takedowns as a show of goodwill.
YouTube Music has focused more than perhaps any other streaming service on curbing deepfake impersonations. According to a company blog post, YouTube has developed “new synthetic-singing identification technology within Content ID that will allow partners to automatically detect and manage AI-generated content on YouTube that simulates their singing voices,” adding another layer of defense for rights holders who are already kept busy policing their own copyrights across the internet.
Another concern with the proliferation of AI music on streaming services is that it can enable streaming fraud. In September, federal prosecutors indicted a North Carolina musician for allegedly using AI to create “hundreds of thousands” of songs and then using the AI tracks to earn more than $10 million in fraudulent streaming royalties. By spreading out fake streams over a large number of tracks, quickly made by AI, fraudsters can more easily evade detection.
Spotify is working on that. Whether the songs are AI or human-made, the streamer now has gates to prevent spamming the platform with massive amounts of uploads. It’s not AI-specific, but it’s a policy that impacts the bad actors who use AI for this purpose.
SoundCloud also has a solution: The service believes its fan-powered royalties system also reduces fraud. “Fan-powered royalties tie royalties directly to the contributions made by real listeners,” a company blog post reads. “Fan-powered royalties are attributable only to listeners’ subscription revenue and ads consumed, then distributed among only the artists listeners streamed that month. No pooled royalties means bots have little influence, which leads to more money being paid out on legitimate fan activity.” Again, not AI-specific, but it will have an impact on AI uploaders with bad motives.
So, what’s next? Continuing to develop better AI detection and attribution tools, anticipating future issues with AI — like AI agents employed for streaming fraud operations — and fighting for better publicity rights protections. It’s a thorny situation, and we haven’t even gotten into the philosophical debate of defining the line between fully AI generated and partially AI generated songs. But one thing is certain — this will continue to pose challenges to the streaming status quo for years to come.
In case you missed it: Suno has picked up another lawsuit against it.
Before you read any further, go to this link and listen to one or two of the songs to which GEMA licenses rights and compare them to the songs created by the generative music AI software Suno. (You may not know the songs, but you’ll get the idea either way.) They are among the works over which GEMA, the German PRO, is suing Suno. And while those examples are selected to make a point, based on significant testing of AI prompts, the similarities are remarkable.
Suno has never said whether it trained its AI software on copyrighted works, but the obvious similarities seem to suggest that it did. (Suno did not respond to a request for comment.) What are the odds that artificial intelligence would independently come up with “Mambo No. 5,” as opposed to No. 4 or No. 6, plus refer to little bits of “Monica in my life” and “Erica by my side?”
“We were surprised how obvious it was,” GEMA CEO Tobias Holzmüller tells Billboard, referring to the music Suno generated. “So we’re using the output as evidence that the original works were elements of the training data set.” That’s only part of the case: GEMA is also suing over the similarities between the AI-created songs and the originals. (While songs created entirely by AI cannot be copyrighted, they can infringe on existing works.) “If a person would claim to have written these [songs that Suno output], he would immediately be sued, and that’s what’s happening here.”
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Although the RIAA is also suing Suno, as well as Udio, this is the biggest case that involves compositions, as opposed to recordings — and it could set a precedent for the European Union. (U.S. PROs would not have the same standing to sue, since they hold different rights.) It will proceed differently from the RIAA case, which involves higher damages, and of course different laws, so Holzmüller explained the case to Billboard — as well as how it could unfold and what’s at stake. “We just want our members to be compensated,” Holzmüller says, “and we want to make sure that what comes out of the model is not blatantly plagiarizing works they have written.”
When did you start thinking about bringing a case like this?
We got the idea the moment that services like Suno and Udio hit the market and we saw how easy it was to generate music and how similar some of it sounds. Then it took us about six months to prepare the case and gather the evidence.
Your legal complaint is not yet public, so can you explain what you are suing over?
The case is based on two kinds of copyright infringement. Obviously, one is the training of the AI model on the material that our members write and the processing operations when generating output. There are a ton of legal questions about that, but I think we will be able to demonstrate without any reasonable doubt that if the output songs are so similar [to original songs] it’s unlikely that the model has not been trained on them. The other side is the output. Those songs are so close to preexisting songs, that it would constitute copyright infringement.
What’s the most important legal issue on the input side?
The text and data-mining exception in the Directive [on Copyright in the Digital Single Market, from 2019]. There is some controversy over whether this exception was intended to allow the training of AI models. Assuming that it was, it allows rights holders to opt out, and we opted out our entire membership. There could also be time and territoriality issues [in terms of where and when the original works were copied].
How does this work in terms of rights and jurisdiction?
On the basis of our membership agreement, we hold rights for reproduction and communication to the public, and in particular for use for AI purposes. As far as jurisdiction, if the infringement takes place in a given territory, you can sue there — you just have to serve the complaint in the country where the infringing company is domiciled. As a U.S. company, if you’re violating copyright in the EU, you are subject to EU jurisdiction.
In the U.S., these cases can come with statutory damages, which can run to $150,000 per work infringed in cases of willful infringement. Is there an amount you’re asking for in this complaint?
We want to stake out the principle and stop this type of infringement. There could be statutory damages, but the level has to be calculated, and there are different standards to do that, at a later stage [in the case].
Our longterm goal is to establish a system where AI companies that train their models on our members’ works seek a license from us and our members can participate in the revenues that they create. We published a licensing model earlier this year and we have had conversations with other services in the market that we want to license, but as long as there are unlicensed services, it’s hard for them to compete. This is about creating a level playing field
How have other rightsholders reacted to this case?
Nothing but support, and a lot of questions about how we did it. Especially in the indie community, there’s a sense that we can only discuss sustainable licenses if we stand up against unauthorized use.
The AI-created works you posted online as examples are extremely similar to well-known songs to which you hold rights. But I assume those didn’t come up automatically. How much did you have to experiment with different prompts to get those results?
We tried different songs, and we tried the same songs a few times and it turned out that for some songs it was a similar outcome every time and for other songs the difference in output was much greater.
These results are much more similar to the original works than what the RIAA found for its lawsuits against Suno and Udio, and I assume the lawyers on those cases worked very hard. Do you think the algorithms work differently in Germany or for German compositions?
I don’t know. We were surprised ourselves. Only a person who can explain how the model works would be able to answer that.
Tell me a bit about the model license you mentioned.
We think a sustainable license has two pillars. Rightsholders should be compensated for the use of their works in training and building a model. And when an AI creates output that competes with input [original works], a license needs to ensure that original rightsholders receive a fair share of whatever value is generated.
But how would you go about attributing the revenue from AI-created works to creators? It’s hard to tell how much an AI relies on any given work when it creates a new one.
Attribution is one of the big questions. My personal view is that we may never be able to attribute the output to specific works that have been input, so distribution can only be done by proxy or by funding ways to allow the next generation of songwriters to develop in those genres. And we think PROs should be part of the picture when we talk about licensing solutions.
What’s the next step in this case procedurally?
It will take some time until the complaint is served [to Suno in the U.S.], and then the defendant will appoint an attorney in Munich, the parties will exchange briefs, and there will be an oral hearing late this year or early next year. Potentially, once there is a decision in the regional court, it could go [to the higher court, roughly equivalent to a U.S. appellate court]. It could even go to the highest civil court or, if matters of European rights are concerned, even to the European Court of Justice [in Luxembourg].
That sounds like it’s going to take a while. Are you concerned that the legal process moves so much slower than technology?
I wish we had a quicker process to clarify these legal issues, but that shouldn’t stop us. It would be very unfortunate if this race for AI would trigger a race to the bottom in terms of protection of content for training.
A new federal report on artificial intelligence says that merely prompting a computer to write a song isn’t enough to secure a copyright on the resulting track — but that using AI as a “brainstorming tool” or to assist in a recording studio would be fair game.
In a long-awaited report issued Wednesday (Jan. 29), the U.S. Copyright Office reiterated the agency’s basic stance on legal protections for AI-generated works: That only human authors are eligible for copyrights, but that material created with the assistance of AI can qualify on a case-by-case basis.
Amid the surging growth of AI technology over the past two years, the question of copyright coverage for outputs has loomed large for the nascent industry, since works that aren’t protected by copyrights would be far harder for their creators to monetize.
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“Where that [human] creativity is expressed through the use of AI systems, it continues to enjoy protection,” said Shira Perlmutter, Register of Copyrights, in the report. “Extending protection to material whose expressive elements are determined by a machine, however, would undermine rather than further the constitutional goals of copyright.”
Simply using a written prompt to order an AI model to spit out an entire song or other work would fail that test, the Copyright Office said. The report directly quoted from a comment submitted by Universal Music Group, which likened that scenario to “someone who tells a musician friend to ‘write me a pretty love song in a major key’ and then falsely claims co-ownership.”
“Prompts alone do not provide sufficient human control to make users of an AI system the authors of the output,” the agency wrote. “Prompts essentially function as instructions that convey unprotectible ideas.”
But the agency also made clear that using AI to help create new works would not automatically void copyright protection — and that when AI “functions as an assistive tool” that helps a person express themselves, the final output would “in many circumstances” still be protected.
“There is an important distinction between using AI as a tool to assist in the creation of works and using AI as a stand-in for human creativity,” the Office wrote.
To make that point, the report cited specific examples that would likely be fair game, including Hollywood studios using AI-powered tech to “de-age” actors in movies. The report also said AI could be used as a “brainstorming tool,” quoting from a Recording Academy submission that said artists are currently using AI to “assist them in creating new music.”
“In these cases, the user appears to be prompting a generative AI system and referencing, but not incorporating, the output in the development of her own work of authorship,” the agency wrote. “Using AI in this way should not affect the copyrightability of the resulting human-authored work.”
Wednesday’s report, like previous statements from the Copyright Office on AI, offered broad guidance but avoided hard-and-fast rules. Songs and other works that use AI will require “case-by-case determinations,” the agency said, as to whether they “reflect sufficient human contribution” to merit copyright protection. The exact legal framework for deciding such cases was not laid out in the report.
The new study on copyrightability is the second of three studies the agency is conducting on AI. The first report, issued last year, recommended federal legislation banning the use of AI to create fake replicas of real people; bills that would do so are pending before Congress.
The final report, set for release at some point in the future, deals with the biggest AI legal question of all: whether AI companies break the law when they “train” their models on vast quantities of copyrighted works. That question — which could implicate trillions of dollars in damages and exert a profound effect on future AI development — is already the subject of widespread litigation.
Deezer, a leading French streaming service, says that roughly 10,000 fully AI-generated tracks are being delivered to the platform every day, equating to about 10% of its daily music delivery.
This finding emerged from an AI detection tool Deezer developed and filed two patent applications for in December, the company says. Now, the service is developing a tagging system for the fully AI-generated works it detects in order to remove them from its algorithmic and editorial recommendations and boost human-made music.
According to a press release, Deezer’s new tool can detect AI-made music from several popular AI music models, including Suno and Udio, with plans to further expand its capabilities. The company notes that the tool could eventually be trained to detect from “practically any other similar [AI model]” as long as Deezer can gain access to samples from those models — though the company also says it has “made significant progress in creating a system with increased generalizability, to detect AI generated content without a specific dataset to train on.” It has additional plans to develop the capability to identify deepfaked voices.
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Deezer is the first music streaming platform to announce the launch of an AI detection tool and the first to seek a concrete solution for the growing pool of AI music accumulating on streaming platforms worldwide. Given that AI-generated music can be made much more quickly than human-created works, critics have expressed concern that these AI tracks will increasingly take away money and editorial opportunities from human artists on streaming services.
Among those critics are the three major music companies — Universal Music Group, Sony Music Entertainment and Warner Music Group — which collectively sued top AI music models Suno and Udio for copyright infringement last summer. In their complaint, the three companies said Suno and Udio could generate music that would “saturate the market with machine-generated content that will directly compete with, cheapen and ultimately drown out the genuine sound recordings on which [the services were] built.”
“As artificial intelligence continues to increasingly disrupt the music ecosystem, with a growing amount of AI content flooding streaming platforms like Deezer, we are proud to have developed a cutting-edge tool that will increase transparency for creators and fans alike,” says Alexis Lanternier, CEO of Deezer. “Generative AI has the potential to positively impact music creation and consumption, but its use must be guided by responsibility and care in order to safeguard the rights and revenues of artists and songwriters. Going forward we aim to develop a tagging system for fully AI generated content, and exclude it from algorithmic and editorial recommendation.“
“We set out to create the best AI detection tool on the market, and we have made incredible progress in just one year,” says Aurelien Herault, Deezer’s chief innovation officer. “Tools that are on the market today can be highly effective as long as they are trained on data sets from a specific generative AI model, but the detection rate drastically decreases as soon as the tool is subjected to a new model or new data. We have addressed this challenge and created a tool that is significantly more robust and applicable to multiple models.”
In 2025, indie digital rights nonprofit Merlin will double down on its recently unveiled AI policy while moving forward with its “first AI pilot program” in tandem with an unnamed “global partner,” CEO Jeremy Sirota said in a New Year’s memo to staff.
Sirota’s mention of the new program in the Thursday (Jan. 2) letter, obtained by Billboard, includes a nod to Merlin’s recently released memo outlining the organization’s position on AI, in which it warned tech companies not to harvest data from Merlin members to train AI algorithms while also stating that it supports “AI products that aid human creativity, or provide new opportunities for artists to create and collaborate in developing new original works.”
“We are proving that innovation, respect for artists and delivering on our policy on AI and abiding by our position on AI can go hand in hand,” Sirota wrote in the memo. “Let’s continue to identify AI partners who want to be on the right side of history about copyright, consent and culture.”
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Sirota’s memo also highlights new deals with both Meta and Audiomack signed in 2024, adding that “nearly 400 of our members joined” the latter agreement, “putting it near the top of deals for the total number of members opted in.” He additionally touts new agreements with social streaming platforms Rhythm and Turntable/Hangout as well as renewals with Peloton, Tencent, Twitch, YouTube, Anghami, Deezer and iHeart, among others.
Additionally, Sirota makes special mention of Merlin’s Data Warehouse and Insights initiative, noting that in 2024, Merlin “greatly expanded the access independents have to critical insights” via its recorded music data, which he notes is “one of the largest sets” in the industry. He also makes sure to hype Merlin Connect — a new initiative launched in June that aims to help emerging tech and social platforms license independent music while increasing earnings for Merlin members — stating that the program is “creating a blueprint for how music powers the next wave of digital experiences.”
Elsewhere in the memo, Sirota says that Merlin’s effective admin fee for members, which “is initially set at 1.5%,” was just 1.17% between 2021 and 2023 thanks to nearly 16 million pounds paid back to members in the form of rebates. “Every year we set a goal of maximizing how much we pay back to our members as a rebate,” Sirota writes, adding that while there’s “no guarantee we can always achieve these incredibly low rates… this is a remarkable achievement to celebrate.”
For 2025, Sirota outlines three major goals: to “super serve” Merlin members via its “Insights visualization rollout,” which he says “will expand the scope of business intelligence available to our members”; “supercharge Merlin Connect”; and expand Merlin Engage, a mentorship program that aims to “empower the next generation of female leaders in the independent music space” and which last year expanded to 30 participants, he says.
Read Sirota’s full memo below.
Hi Merlin Team,
As we start a new year, I’m struck by a simple truth: while our members represent over 15% of the global recorded music market, the music industry’s future will not be shaped by those with the broadest reach or even deepest pockets. It will be owned by those with the clearest vision and strongest commitment to artists. This is why we stay laser-focused on our singular mission: strengthening the world’s leading independents to compete and strengthen their independence. I couldn’t be prouder of our mission and this team.
Let’s never forget that our difference is more than just a business model; it’s a belief system. We deliver true independence as the only global deal making organization that is member-led, member-owned and member-governed. Every single day, we wake up and get to solve the most important question: how can we better serve our members? Our key performance indicator is simple: the success of our members and the artists they represent.
I’d be remiss if I didn’t specifically acknowledge your incredible cross functional work in December, which culminated in the launch of Merlin’s first AI pilot program. This was an impressive accomplishment achieved in close partnership with our members. It also marks an exciting start to our AI journey with a global partner. We are proving that innovation, respect for artists, and delivering on our policy on AI and abiding by our position on AI can go hand in hand. Let’s continue to identify AI partners who want to be on the right side of history about copyright, consent, and culture.
Let’s reflect back on 2024 and then look forward to 2025.
Membership
Collectively, our membership rivals the largest players in music. Merlin stands as the guardian of independence in digital music, not just through deals and technology, but as a force that protects and empowers independents to thrive on their own terms. We are indies – smart, adaptable, and fiercely dedicated to proving that independence, partnership with artists and market leadership can go hand in hand. From our newest team member to our longest-serving partner, we share one goal: ensuring independent music maintains its significance and voice in the digital future.
Everyone at Merlin is inspired by the diversity of artists, music, and experimentation our independent members bring to the world. This year we were proud to welcome a number of leading and innovative independents into Merlin deals: Artist Partner Group (U.S.), Nettwerk Music Group (Canada), Rostrum Pacific (U.S.), UNFD (Australia), VP Music Group, and Wide Awake (Netherlands).
Merlin members rule. Here’s just a small sample of the incredible releases from our members’ artists in 2024 (and a soundtrack to start the new year):
Armada Music – the world is always a better place when Armin van Buuren releases new music
Better Noise – The Hu’s live album
Curb Records – the resurgence of Sixpence None the Richer “Kiss Me”
Domino Records – who doesn’t love Arctic Monkeys, but, also, what an amazing debut solo album from Beth Gibbons
EMPIRE – one word: Shaboozey
Exceleration & Redeye – Daptone Records released the new album from Thee Sacred Souls “Got a Story to Tell”
Hopeless – a new Neck Deep album and 30 years of Hopeless
Lex Records – the album by Eyedress “Vampire in Beverly Hills”
Muting the Noise – Adam Port’s amazing track “Move”
Nettwerk – bôa “Duvet”
Ninja Tune – the viral hit by nimino “I Only Smoke When I Drink”
Pony Canyon – the new album “Rejoice” from OFFICIAL HIGE DANDISM
Secret City – Patrick Watson “Je Te Laisserai des Mots” (the first French language song to reach 1bn streams on Spotify)
Secretly – the continued success of Mitski “My Love Mine All Mine” and Khruangbin (Best New Artist nod at Grammys)
Sub Pop – Suki Waterhouse
UnitedMasters – what a year for FloyyMenor
Warp Records – releases from Flying Lotus and Nighmares on Wax
Finally, you know that our Admin Fee is used to cover our budget and is initially set at 1.5%. Every year we set a goal of maximizing how much we pay back to our members as a rebate (i.e., the difference between our actual budget and the 1.5%). I’m pleased to report that, over the last three years, we have paid back nearly £16,000,000 to our members in rebates. From 2021 through 2023, our average effective admin fee was 1.17%. There’s no guarantee we can always achieve these incredibly low rates, but this is a remarkable achievement to celebrate. It’s a testament to your hard work and the creativity in how we operate this organization.
Partnership
Yes, we renewed our licensing agreement with Meta. More importantly, we strengthened and expanded our partnership. Meta is a partner who values Merlin, its members, independent music and building together. That’s why I continue to prioritize this partnership. The Meta team is keen on helping our members and their artists drive culture, are keen on fandom, and appreciate the unbelievable talent of independent artists.
We also struck a new deal with Audiomack, an artist-first music streaming platform that empowers artists to reach and engage with fans worldwide. Despite being in business for over twelve years, and a significant number of our members having direct deals, nearly 400 of our members joined the Merlin deal, putting it near the top of deals for the total number of members opted in. That is the value of Merlin and the importance placed by Audiomack on our partnership.
We ensured our members are at the forefront of social streaming platforms, striking deals with Rythm, the pioneering community-based group listening platform, and Turntable (Hangout), designed to make music a more social experience.
Every partnership matters to me, but I want to applaud your enhanced approach to dealmaking and partnership in renewing with Peloton (new features), Tencent (VIP tier), Twitch (DJ program), and YouTube (working in partnership with them on the full spectrum of our relationship from content integrity through to their product innovations).
Beyond new deals, we renewed our partnerships with Anghami, Deezer, FLO, iHeart, JioSaavn, JOOX, KKBox, Kuaishou, Lickd, and VEVO.
These are music services that value Merlin, its members and independent music. One stand-out you might have missed is our Soundtrack Your Brand partnership where, thanks to a cross functional team effort, we have increased our members’ deal participation by over 50%.
Another stand-out is our Canva partnership, where Merlin members and their artists’ music account for over 40% of Canva’s music library. That’s the power of independent music.
Merliners
2024 was our Year of Connectivity. To continue providing opportunities for the Merlin team to build closer relationships with our members, our partners, the trade associations, and each other, we held our first ever company-wide global retreat (which you affectionately called The Great Merlin Escape). We set goals of fostering greater understanding and empathy, building context across teams, and leaning more into strategic thinking. It was great to have a dedicated facilitator to help Merliners better understand their own strengths, learn how to more effectively collaborate cross functionally, and implement practices that help Merliners more effectively serve the needs of our members. Don’t forget you can find the group photo here.
For a small team, I am amazed at how many opportunities we create to connect with our partners, members, and the network of dedicated trade associations around the world. The web sessions and in-person meet-ups we hosted had attendees numbering in the thousands; we traveled to over 30+ countries; we participated in dozens of panels, moderated many more, and delivered keynotes; and we were proud to organize unique visits to our members’ offices where so many Merliners could listen to, learn from and interact with our members. I can’t wait to do more of those this year.
We integrated these connections into our daily operations by launching and improving the internal systems that make knowledge-sharing about our business relationships easier throughout the org, all in the service of helping members and partners get more from Merlin.
Continuing with the theme of connectivity, I want to again extend a warm welcome so many talented people who joined in 2024 across virtually every discipline: Alice Moss arrived from SoundCloud into our Member Operations team; Carol Zuma-Hall from Platoon/Apple as our new Controller; Ceri Brown as our new UI/UX designer; Emillia Walsh as our talented Paralegal; Gary Watson moved from a consultancy role on our Data Warehouse initiative to leading our Data Operations team; Jac Powell came from Universal Music as senior data analyst; Kirsty Langdell as our new People & Culture Lead; Leah Kraft with time at Spotify and Disney joined Member Relations; Maria Lavric in our newly-formed Data Operations team; Martin Vovk joins from Sony Music as our new Insights lead; Matt Price as a Data Engineer supporting our warehouse; Molly Kempen on our reporting team; Sara Oman on our analytics team; Simon-Turner Thompson as our new product manager; and Wes Green as our first-in-kind Product Owner.
I also want to welcome back Kaoruko Hill, our second boomerang employee, as our new GM for APAC. And the unbelievably talented Neil Miller, who joined as our new General Counsel, supporting the best Business Affairs team in the world.
Technology and Innovation
We’re building a future where independent music thrives on its own terms – innovative, authentic, and uncompromised. This isn’t about competing with or trying to recreate the past. It’s about redefining what’s possible when technology and independence join forces.
But scale alone is not enough. Music discovery and consumption have fundamentally changed. Gaming, social platforms, and new consumption models have shifted power toward independents. Our deals don’t just ride these changes – they shape how value flows to rightsholders.
This is how Merlin helps our members stay at the forefront of the industry. We are in this business because we love music and the artists who make it. Our superpower at Merlin is built on supporting our global membership through three core philosophies: rights, relationships, and resourcing (here).
Along those lines, I’m thrilled with how far along we’ve come with our Data Warehouse and our Insights initiative. Merlin sits on one of the largest sets of recorded music data in the industry. Our ability to leverage that data will unlock so many opportunities for our members. From helping our members understand rapidly changing platform trends to navigating new markets, we have greatly expanded the access independents have to critical insights. Kudos to the team in refining and improving Dremio and our capability for better business analytics and insights performance. This sets the stage for 2025 in continuing to improve how we help members understand their performance within the global marketplace.
And, of course, Merlin Connect. While others guard old models, we saw that emerging platforms needed a fresh approach to music licensing. These platforms want quality music but traditional licensing remains complex, slow, and expensive. We built something different: a streamlined path to independent music, backed by API delivery and hands-on support. This isn’t another licensing deal – we’re investing in the future of independent music and creating a blueprint for how music powers the next wave of digital experiences. What’s most exciting? The unlimited possibilities we can explore and technologies we haven’t even heard of yet.
Through Merlin Connect, we’re opening new channels for our members’ music while solving a critical market problem. It’s exciting that platforms want to work exclusively with Merlin and its members as their music solution of choice. They know the transformative impact our members’ music will have on their platforms and we can’t wait to be the catalyst for that impact this year.
2025 and Beyond
Let’s crank our initiatives up to 11:
Super Serve Our Members: With our Insights visualization rollout, we will expand the scope of business intelligence available to our members, and deliver it via a self-serve tool in the Wizard.
Supercharge Merlin Connect: Let’s continue to drive opportunities into emerging platforms and create monetization opportunities by making music accessible to more business innovators.
Expand Merlin Engage; Build More Community: This mentorship program, from across the global Merlin membership, is helping empower the next generation of female leaders in the independent music space. Last year, we expanded our program to 30 participants, brought on board a seasoned facilitator (Miriam Meima), and offered additional workshops in managing up, storytelling (also offered to program alumni), and other workshops in soft skills. This year we’re going bigger.
Enjoy a well-deserved break with your friends and family. I look forward to our work together in 2025 and beyond.
Let’s build a future for true independence!
Jeremy
Merlin, which oversees digital licensing for the independent sector, has outlined its position on the use of music in training artificial intelligence in a new memo.
Like many organizations in the music industry, Merlin supports “AI products that aid human creativity, or provide new opportunities for artists to create and collaborate in developing new original works,” wrote the organization in a mission statement shared with Billboard. But it strongly opposes “any product, regardless of its purpose, that has been trained on Merlin members’ music without permission.”
Sony Music and Warner Music Group, among others, made similar announcements earlier this year, warning AI companies not to harvest their data for training purposes. But Merlin’s statement on Friday suggests that its members are even more vulnerable than the major labels.
Trending on Billboard
“These are not multinational corporations,” Merlin notes. “They are often small businesses operating in support of artists who shape contemporary culture around the world, and who are trying to earn a living in an increasingly challenging environment. Unlicensed use of these artists’ work creates a genuine and imminent threat to artists’ livelihoods and the livelihoods of those who work to support them.”
Like Merlin, most — if not all — music industry rightsholders believe that AI companies should license their music if they want to use those catalogs of recordings to develop song generation technology. Statements from a number of AI companies, however, indicate that they aren’t interested in paying. They often argue that training their models fall under “fair use,” the U.S. legal doctrine that allows for the unlicensed use of copyrighted works in certain situations.
But Merlin hit back against this argument on Friday: “Taking someone else’s creative work — without permission, without compensation, and with the specific purpose of using that work to create new works that are substitutional for the original — is inherently not fair use,” the statement reads.
“AI companies and their investors would, we assume, look to copyright and other IP law to protect against any unauthorized uses of their technology,” Merlin continued. But ironically, “AI companies are rightly protective over their models and proprietary software, yet some seem to view other people’s intellectual property as ‘free data’ to feed their algorithm.”
Read Merlin’s full memo below.
Merlin is the independents’ digital licensing partner. Merlin’s primary function is to enable innovative and properly-compensated uses of its members’ music. This is clearly demonstrated by the partnerships Merlin has in place with so many of the world’s leading digital services.
All of our partnerships have one thing in common: our partners value music. While our partnerships have evolved over the years, they respect the human artistry involved in creating music and the financial investment needed to nurture, distribute and market it. The rapid evolution of artificial intelligence (AI) does nothing to change that.
Merlin and its members have always embraced and adapted to technological change, while ensuring that the value of human creativity is respected. Artistic expression is a fundamental part of what makes us human. The ability to create, appreciate, and enjoy art, in all its forms, is foundational to the human experience. Music, in particular, brings people together, evokes emotions, and helps us express thoughts and feelings.
Merlin recognises the enormous power of AI and its benefits to the creative community and society as a whole; but, if AI is left unregulated, the impact on the creative industries and, by extension, global culture will be devastating.
Merlin believes that, when developed and implemented responsibly, AI technologies can be additive to the creative landscape. AI products that aid human creativity, or provide new opportunities for artists to create and collaborate in developing new original works, are products that Merlin supports. Merlin and its members are ready to partner with AI companies that want to be on the right side of history – those that are willing properly to compensate Merlin members for use of their repertoire and to include appropriate guardrails to protect Merlin members’ rights.
However, Merlin cannot support any product, regardless of its purpose, that has been trained on Merlin members’ music without permission.
Merlin’s members, and the independent labels they represent, number in the thousands. These are not multinational corporations. They are often small businesses operating in support of artists who shape contemporary culture around the world, and who are trying to earn a living in an increasingly challenging environment. Unlicensed use of these artists’ work creates a genuine and imminent threat to artists’ livelihoods and the livelihoods of those who work to support them.
It has been suggested that training of AI models on artists’ work without permission should somehow be considered “fair use”. We believe it is the exact opposite of fair, both morally and legally.
The legal test for fair use involves four criteria, relating to the purpose and character of the use, the nature of the copyright work, the amount used, and the effect upon the market or value of the copyright work. Unlicensed commercial AI models fail on all four. Any AI company that trains its models by scraping the internet for copyright-protected sound recordings is making unauthorized reproductions of entire copyright works. Invariably, these copies are used for commercial purposes, and the AI-generated sound recordings resulting from the models pose a significant threat to the market for Merlin artists’ copyrighted sound recordings by creating directly competitive digital music files. There is much talk about these uses being fair merely because the outputs are “transformative”, but even transformative uses need to take into account the impact on the original works, and the extent to which they are substitutional for the original. In the case of AI-generated music, the substitutional impact is obvious.
Taking someone else’s creative work – without permission, without compensation, and with the specific purpose of using that work to create new works that are substitutional for the original – is inherently not fair use.
In seeking to license their music, Merlin members and their artists are not leveraging their copyrights to gain an unfair advantage. They are doing their best to earn a living and to protect rights in their expressive works. This is no different to how AI companies and their investors would, we assume, look to copyright and other IP law to protect against any unauthorized uses of their technology. AI companies are rightly protective over their models and proprietary software, yet some seem to view other people’s intellectual property as “free data” to feed their algorithm.
It is Merlin’s position, and that of its members, that any and all uses of Merlin member repertoire for training, development or implementation of AI models and related purposes requires explicit written authorization from Merlin or the applicable Merlin member. Merlin’s policy is clearly displayed on its website at https://merlinnetwork.org/policy-on-ai/.
If you are a responsible AI company that seeks to use independent music to train a model, or to offer a product or service that is additive to the music ecosystem and has intrinsic creative benefit to music creators, please contact us at ResponsibleAI@merlinnetwork.org.
12/10/2024
Between the the majors suing Suno and Udio, the ELVIS Act protecting voices against deepfakes and “BBL Drizzy” setting legal precedent, it’s been a big year for AI music.
12/10/2024
The music industry is in constant transformation, driven by the advancement of technology and new forms of artistic creation. Enter All Music Works, a record label based in Málaga, Spain, that exclusively focuses on music and artists developed through artificial intelligence (AI). Founder Carlos Zehr spoke with Billboard Español about their innovative approach, the challenges they face, and how they might redefine the rules of the game in the music scene.
“This project was born out of personal frustration,” says Zehr. “I’ve always been passionate about music. I studied piano from a young age and have been a voracious consumer of concerts and festivals. But when I wanted to produce my own music, I encountered limitations in time, skills, and resources to achieve what I envisioned.” That barrier led him to explore AI tools applied to music production, a path that transformed his perspective: “I achieved results that were not only impressive in quality but also explored sounds and styles that I would like to hear in the current market.”
Zehr has a diverse background combining marketing, technology, and entrepreneurship. A 2014 graduate of the University of Granada, where he studied business administration and management, he has held leadership positions in marketing agencies and video game studios. In 2020, he founded Noname Hub, an agency focused on branding and innovation; and in 2022, he launched Nonoki, a music and video streaming platform that became one of the most popular apps in Spain and South Korea. Both projects are still active today.
Trending on Billboard
Unlike other projects that have used AI to launch individual virtual artists, such as bands associated with video games like League of Legends, All Music Works proposes a much more ambitious approach: the creation of a collective of artists with their own stories, personalities and musical styles. “We design each artist’s personality, visual style and musical genres from scratch,” says Zehr. “It all starts from a human process, with a detailed study and creative approach that we then augment with AI.”
The initial catalog includes 10 virtual artists from genres as diverse as indie rock, reggaetón, alternative trap and drum & bass. Among them are The Good Dog, a group that fuses Britpop and garage rock, and Cielo Roto, a Madrid-based band that mixes indie, rock and cumbia.
But All Music Works is only just beginning. “From here, we will be launching capsules with three new artists in the coming months, while continuing to push the trajectory of current artists,” says Zehr.
The next step is to bring All Music Works’ virtual artists to the stage. The company is now developing various formats of presentation, from DJ sets to immersive experiences, depending on the identity of each artist. However, its main focus is on hologram technology. “We are collaborating with production companies and advancing in research to implement holograms in our performances,” says Zehr. “We want the experience to be as impactful as it is innovative.”
The goal is not only to generate curiosity but to consolidate the company as a leader in an emerging industry around virtual artists that combines creativity and technology.
Being a pioneer in such a disruptive area is not without its challenges. Zehr acknowledges that, although the concept has generated curiosity and admiration, All Music Works has faced criticism and questions about authenticity and ethics around the use of AI. Being a trendsetter is “positive because we are blazing a trail,” he says, “but it also means being the first to face legal, ethical and creative challenges.”
All Music Works does not intend to replace human talent but rather to expand the creative landscape. “We are offering something that would not be possible without technology, but the human element remains essential,” he says. For him, AI is a powerful tool, not a substitute, because the creative process is still anchored in human intervention, from the conceptualization of the artists down to the most technical details. “We use technology to extend the limits of what we can achieve,” he says.
Being a pioneer in such a disruptive area is not without its challenges. Zehr acknowledges that All Music Works has faced criticism and questions about authenticity and ethics around the use of AI. Being a trendsetter is “positive because we are blazing a trail,” he says, “but it also means being the first to face legal, ethical and creative challenges.”
From the lyrics to the musical arrangements, every piece of music is precisely designed, adjusting details such as key or tempo to convey the desired emotions. This approach not only allows for the exploration of new styles but also ensures the authenticity of the creations.
According to Zehr, the company has generated unexpected interest in the music community. “We’ve received a flood of requests from real composers and musicians who want to work with us,” he says.
The team is also preparing to tackle legal challenges. Operating in as-yet unregulated terrain, the company is helping to set precedents for the industry, hand in hand with expert lawyers. “We are helping to define how these issues will be handled in the future,” Zehr stresses.
According to Zehr, the company has generated unexpected interest in the music community. “We’ve received a flood of requests from real composers and musicians who want to work with us,” he says.
In addition to its catalog of artists, the label is exploring collaborations with brands to develop virtual artist ambassadors. This approach offers an innovative way for brands to connect with their audiences through personalized and creative experiences.
All Music Works is launching at the beginning of what could be a new era in music, challenging established norms and offering new possibilities for artists and the industry. “The question is not whether music will change with technology, but how we are going to adapt to this change,” says Zehr.
The Artist Rights Symposium returns for a fourth year on Wednesday (Nov. 20) at a new location — American University’s Kogood School of Business. This year the day-long event will feature panels like “The Trouble with Tickets,” “Overview of Current Issues in Artificial Intelligence Litigation,” and “Name, Image and Likeness Rights in the Age of AI.” Plus, the symposium will feature a keynote with Digital Media Association (DiMA) president and CEO Graham Davies.
Founded by University of Georgia professor, musician and activist Dr. David C. Lowery, the event has been held at the university in Athens, Georgia for the last three years. Now that the event has moved to Washington, D.C., the Artist Rights Symposium can take advantage of the wealth of music professionals in the city. This includes D.C.-based panelists like Davies, Stephen Parker (executive director, National Independent Venue Association), Ken Doroshow (Chief Legal Officer, Recording Industry Association of America), Jalyce E. Mangum (attorney-advisor, U.S. Copyright Office), Jen Jacobsen (executive director, Artist Rights Alliance), Jeffrey Bennett (general counsel, SAG-AFTRA) and more.
The Artist Rights Symposium is supported by the Artist Rights Institute.
Trending on Billboard
See the schedule of events below:
9:15-10:15 – THE TROUBLE WITH TICKETS: The Challenges of Ticket Resellers and Legislative SolutionsKevin Erickson, Director, Future of Music Coalition, Washington DCDr. David C. Lowery, Co-founder of Cracker and Camper Van Beethoven, University of Georgia Terry College of Business, Athens, GeorgiaStephen Parker, Executive Director, National Independent Venue Association, Washington DCMala Sharma, President, Georgia Music Partners, Atlanta, GeorgiaModerator: Christian L. Castle, Esq., Director, Artist Rights Institute, Austin, Texas
10:15-10:30: NIVA Speculative Ticketing Project Presentation by Kogod students
10:45-11:00: OVERVIEW OF CURRENT ISSUES IN ARTIFICIAL INTELLIGENCE LITIGATIONKevin Madigan, Vice President, Legal Policy and Copyright Counsel, Copyright Alliance
11:00-12 pm: SHOW ME THE CREATOR – Transparency Requirements for AI TechnologyDanielle Coffey, President & CEO, News Media Alliance, Arlington, VirginiaDahvi Cohen, Legislative Assistant, U.S. Congressman Adam Schiff, Washington DCKen Doroshow, Chief Legal Officer, Recording Industry Association of America, Washington DCModerator: Linda Bloss-Baum, Director of the Kogod School of Business’s Business & Entertainment Program
12:30-1:30: KEYNOTEGraham Davies, President and CEO of the Digital Media Association, Washington DC.
1:45-2:45: CHICKEN AND EGG SANDWICH: Bad Song Metadata, Unmatched Funds, KYC and What You Can Do About ItRichard James Burgess, MBE, President & CEO, American Association of Independent Music, New YorkHelienne Lindvall, President, European Composer & Songwriter Alliance, London, EnglandAbby North, President, North Music Group, Los AngelesAnjula Singh, Chief Financial Officer and Chief Operating Officer, SoundExchange, Washington DCModerator: Christian L. Castle, Esq, Director, Artist Rights Institute, Austin, Texas
3:15-3:30: OVERVIEW OF INTERNATIONAL ARTIFICIAL INTELLIGENCE LEGISLATIONGeorge York, Senior Vice President International Policy from RIAA.
3:30-4:30: NAME, IMAGE AND LIKENESS RIGHTS IN THE AGE OF AI: Current initiatives to protect creator rights and attributionJeffrey Bennett, General Counsel, SAG-AFTRA, Washington, DCJen Jacobsen, Executive Director, Artist Rights Alliance, Washington DCJalyce E. Mangum, Attorney-Advisor, U.S. Copyright Office, Washington DCModerator: John Simson, Program Director Emeritus, Business & Entertainment, Kogod School of Business, American University