Will AI Destroy the Music Industry?

Remember when Auto-Tune was set to destroy the music industry??

For those unfamiliar, Auto-Tune was developed to help singers and producers achieve more accurate and polished vocal recordings. Developed in the early 2000s, this audio processor works by detecting and adjusting the pitch of a vocalist's notes in real-time.?

Its introduction was met with mixed reactions. Some praised the smooth sound it produced. Others thought it made music sound robotic, and dismissed it as a cheat code that would end the artform as we knew it. T-Pain, an artist and pioneer in Auto-Tuned music, lamented, “My peers told me I f***** up music.”?

Of course, Auto-Tune didn’t prevent great singers from using their talents, and even enhanced some of their performances. It also introduced completely new sounds to many genres, most notably hip-hop, pop, and R&B. These days it’s hard to hear a pop song that doesn’t use Auto-Tune. And yet, despite its prolific use, many singers still dominate charts without it.

It’s safe to say that we’ve weathered the Auto-Tune crisis.

But now, a new technology is presenting a threat: AI.

As advances in artificial intelligence make their way to the arts, many are asking whether AI will eventually replace “real” singers, or just change how music is produced.

Earlier this year, Noonouri, the world’s first AI popstar, signed a record deal with Warner Music. Being completely digital, with a voice derived from generative AI, Noonouri never has to deal with vocal strain. She can sing wherever, whenever, forever.

Aren’t convinced this makes her and other AI artists compelling? Just ask John Lennon.

But Noonouri didn’t blow up overnight. According to her 43-year-old German inventor, Joerg Zuber, Noonouri’s career, like any artist’s, has been slowly growing for years. She initially gained traction as a fashion influencer, eventually gaining recognition from the likes of Kim Kardashian. She took over Dior’s Instagram a couple of years later, resulting in mixed reviews.

Despite her AI origin story, her path to success has not been without diligence.

Other virtual influencers—of which Miquela may be the most famous—have a similar story. Wielding massive follower accounts, these digital characters seem destined to steal the spotlight from humans. Available 24/7, they can command 3 times the amount of engagement as their flesh and blood counterparts. They can also take on whatever personality, appearance, or social stance brands require. At the very least, this certainly adds to society’s unrealistic beauty standards—the features of these CGI-created characters are literally unreal.?

But what will happen when AI surpasses humans on the cultural stage??

Harvey Mason Jr., CEO of the Recording Academy, is concerned with this query. And he wants fans to know robots will not be eligible to win Grammys. But there are loopholes. “If there's AI performing the song, but there's humans writing it, then it's eligible for a writing category,” he says. Lines are blurring, but the future feels unclear.

So what needs to happen next??

For starters, we must educate people on this phenomenon. Just as activists have sought to inform us about unrealistic beauty standards, there must be clear messaging around these virtual influencers and AI artists. After all, are we really looking to foster more insecurity in society??

This initiative can also be paired with art and creative programs in the spirit of wellness.

Due to the nature of the creator economy, producing and selling art can be more lucrative than ever. Everything from filming a short to producing a pop hit is happening in bedrooms and basements the world over. But has this made us see art in the wrong way? Are we teaching our children that creating art is only worth it if it can be monetized??

We won’t answer that today. But I know that even with the knowledge I’m not ever going to be a pro athlete, I love playing sports and getting active. Doing so helps me unwind, think creatively, and socialize with friends old and new.?

Perhaps we should approach creating art in the same way.?

How many of us give up on writing poetry, making music, or painting once we realize it won’t be our career? How can we maintain our motivation for artistry if it holds no financial reward? Engaging in creativity—which is inherently therapeutic, providing outlets for healthy expression—simply for the sake of creativity is the solution. How AI will play a part in that creativity is up to us.

Just like AI singers of today, T-Pain caught quite flack for his use of Auto-Tune. Years later, as he’s parlayed his fame into other avenues, he’s praised for paving the way to new forms of musical expression. Initial impressions of new technology are almost always reactive and extreme. AI will most likely not replace our favorite singers, but I’m certain we will see exciting experimentation with this newfangled technology, deepening or even sparking new genres. While it could take years to be well-received, what might the music of the future sound like??

Maybe we should ask Noonouri.