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From artist-led operations to AI - WR #202
Weekly Roundups
February 23, 2024

From artist-led operations to AI - WR #202

After a parade of events around or implying major artists in music, it was about time to take a look at how the industry evolved alongside these shiny big performances. Not that we didn’t appreciate seeing these big shows (we even talked about their value to our industry here). So what did the key platforms do this week? We heard more about AI’s implication as well and the latest best operations led by music teams. Let’s see!

#1. OpenAI makes waves in music, again.

The convergence of AI and music marketing is without a doubt a big trend for 2024. Even more so now that OpenAI's Sora, a text-to-video tool, is now enabling creators to generate entire videos seamlessly. 

The fusion of AI technology with creative expression and audience engagement strategies are about to be completely rethought. From AI-generated models like Noonoouri to the release of AI-composed Beatles tracks, the intersection of AI and music is driving innovation across industries worldwide. Despite missed opportunities at events like the Grammy Awards and the Super Bowl halftime show, marketers are now almost forced to recognize the potential of AI tools to enhance creativity and connection with audiences.

As the conversation around AI's role in music marketing continues to evolve, this trend highlights the global shift towards leveraging advanced technologies to redefine the boundaries of creativity and audience interaction in the music industry.

#2. India is creating a precedent for AI creations

Let’s stay on AI for a bit. India's government has set a precedent by declaring that AI developers have to seek authorization for commercial use of copyrighted materials. With the Indian Music Industry supporting this stance, there will definitely be new rulings regarding unlicensed AI content use.

We can’t not mention ongoing legal battles, like the New York Times' lawsuit against OpenAI and Microsoft, to showcase the complexity of balancing fair use and licensing requirements. In response, both the US and the EU are considering legislative measures, such as the AI Act as we previously talked about, to mandate permission for using copyrighted materials in AI training. In the next months, we’ll definitely witness a global effort to navigate the evolving landscape of AI development while safeguarding intellectual property rights.

#3. EU’s penalty on Apple

The European Commission is set to levy a historic €500 million fine against Apple, marking its first penalty on the tech giant. After a long period of back and forths, the fine comes as an antitrust probe into Apple's alleged anti-competitive behavior regarding access to its music streaming services.

The Commission asserts that Apple's "anti-steering" requirements violate EU competition rules by limiting consumer choice and potentially inflating prices. This decision follows a formal complaint from Spotify in 2019, prompting an investigation into contractual restrictions preventing app developers from promoting cheaper music subscription options outside of Apple's ecosystem. The ruling is expected to prohibit Apple from continuing these practices, signaling a significant regulatory intervention in the tech industry.

#4. Smart marketing is artist-led content

We talked about marketing at the beginning of this Weekly Roundup and if there’s a best player in that field, it’s probably Beyoncé. Indeed, her surprise singles released during the Super Bowl crashed TIDAL's servers.

The convergence of music, advertising, and digital platforms fuels artist-led content campaigns, amplifying brand messaging and music releases simultaneously was completely proven last week. This trend disrupts marketing norms, emphasizing artists' influence in today's digital age.

#5. The power of well-thought sync strikes again

Sophie Ellis-Bextor's resurgence, driven by the viral revival of "Murder on the Dancefloor," showcases the power of sync placements in reigniting artists' careers. Following in the footsteps of Kate Bush's "Runnin' Up That Hill," the song's placement in the movie 'Saltburn' sparked a global sensation, prompting sold-out shows across Europe and New York City.

Ellis-Bextor's success underscores the enduring impact of timeless hits and the role of digital platforms in introducing classic music to new audiences. Investing in music patrimony has bright days ahead!

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