The Universal Music Group has inked a new partnership with AI chipmaking giant NVIDIA “to pioneer responsible AI for music discovery, creation and engagement,” the companies announced today (Jan. 6). The collaboration will involve research and development, the companies said, with an emphasis on “advancing human music creation and rightsholder compensation,” including the identification of copyrighted works in AI uses.
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Much of that collaboration will center on NVIDIA’s Music Flamingo initiative, launched in November, which allows for in-depth analysis of music below the surface level, digging into elements such as harmony, musical structure, tempo, instrumentation, key, lyricism, musical theory, cultural and historical context and dynamics, among other metrics, including things like emotional resonance and chord progressions. Universal sees that as being additive to the musical discovery process for fans — allowing for deeper connections to different songs, albums or artists based on more than just genre, scene or surface-level signifiers. It also sees it as additive for artists — who can now use it for in-depth analyses of their own works — as well as for fans to more deeply engage in the music they already love, in addition to finding new music that resonates.
“We’re excited to establish this ground-breaking strategic relationship which unites the world’s leading technology company with the world’s leading music company in a shared mission to harness revolutionary AI technology to dramatically advance the interests of the creative community and the role of music in global culture,” Universal chairman/CEO Lucian Grainge said in a statement. “We eagerly embrace the opportunities that AI presents, and the fact that NVIDIA is choosing to take a leadership position in the tech industry in their commitment to responsible AI principles is critically important. We look forward to working closely with NVIDIA to direct AI’s unprecedented transformational potential towards the service of artists and their fans as we work together to set new standards for innovation within the industry, while protecting and respecting copyright and human creativity.”
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That last part — human creativity — will be addressed in a second part of the partnership, which will involve a dedicated artist incubator supported by both UMG and NVIDIA. Rather than promoting the hands-off generative AI music creation models that have emerged, the incubator will aim to bring together artists, songwriters and producers to see how they can better utilize NVIDIA’s AI tools to help to enhance their own creative processes, instead of replacing humans with click-of-a-button creation. “By prioritizing hands-on artist involvement, the incubator develops solutions that enhance originality and authenticity — serving as a direct antidote to generic, ‘AI slop’ outputs, and placing artists at the center of responsible AI innovation,” the companies said in a press release.
That will also extend to creative labs in UMG’s existing studios around the world, and UMG will utilize NVIDIA’s AI capabilities within its corporate structure, too. The NVIDIA deal follows other AI agreements that UMG has cut with companies, including Splice, Udio, KLAY, BandLab and more.
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“We’re entering an era where a music catalog can be explored like an intelligent universe — conversational, contextual and genuinely interactive,” NVIDIA’s vp/GM of media Richard Kerris said in a statement. “By extending NVIDIA’s Music Flamingo with UMG’s unmatched catalog and creative ecosystem, we’re going to change how fans discover, understand and engage with music on a global scale. And we’ll do it the right way: responsibly, with safeguards that protect artists’ work, ensure attribution and respect copyright.”
