Welcome back to Reprtoir’s Weekly Roundup, here to catch you up on this week’s most impactful stories across music, tech, and rights. On the menu today in Music & Tech: AI Fraud, MENA Growth, and a “Mad Max” Moment for Entertainment. Curious? Us too.
#1. Up to 70% of AI Streams on Deezer May Be Fake
Let’s start strong. Deezer’s latest revelations are raising alarms: a frightening 70% of AI-generated streams on the platform could be fraudulent. Whether it’s bots, gaming strategies, or synthetic noise passing as content, the line between real and artificial listeners is blurring faster than ever. As AI content continues to flood DSPs, record labels and publishers need to ask harder questions about how these platforms are filtering traffic, and who is getting paid.
#2. Entertainment Enters Its “Mad Max” Era
Moving on to the other end, fan behavior is showing some cracks. Attention spans are shorter than ever. Release cycles feel broken. Some are even calling it the "Mad Max" era of entertainment: chaotic, unscripted, and wide open for reinvention.
So what’s the takeaway? There’s no one-size-fits-all strategy anymore. Record labels and publishers that thrive will be the ones that move fast, experiment often, and prioritize fan relationships over formats.
#3. MENA's Music Boom Is Just Getting Started
Spotify’s head of MENA, Imad Mesdoua, is clear: this region is not a niche play anymore; it’s become a growth engine for the music industry (and especially on the streaming side). With rising youth populations, local talent on the rise, and genuine government support, markets like Saudi Arabia and Egypt are proving to be fertile ground for global expansion.
Building a MENA strategy might just be the smart thing to do. More insights on these territories to be found in WIPO Magazine.
#4. Coca-Cola and UMG Launch a Label
Universal Music Group is making waves (again!). After partnerships with several brands, tech platforms, etc. UMG has partnered with Coca-Cola to create a global label focused on emerging artists.
While it may sound like another brand collab, the two companies are communicating to push a specific angle. The label is structured like a proper label; think artist development, digital content, and global reach. For traditional players, it’s a sign: brand-funded A&R could be a viable model.
#5. Suno and Udio Face Class Actions Over AI Music
One more lawsuit for the road! GenAI music startups Suno and Udio are both being sued in class action lawsuits that could set major legal precedents. The allegation stands: training their AI models on copyrighted content without permission.
While this kind of litigation has been expected for some time, the timing matters. We’re entering a new phase where the legal system starts catching up to AI’s pace, and rights holders are gearing up to test its limits.
