Following the transformative (and quite strange) impact of voice filters across TikTok and other video-focused platforms, Google and Universal Music are in talks for a potential deal which would allow the pair to license artists' melodies and voices for AI-generated songs (source: Financial Times).
While typically these ‘deepfakes’ are made without consent from the artists involved - for example a version of
Harry Styles covering ‘Ceilings’ by Lizzy McAlpine found viral acclaim in recent months - this deal would permit fans to create their own songs, provided they pay copyright owners.
Artists will also have a chance to opt in or out of their voice being used through the deal.
Speaking of this development, Accenture’s management consulting principal Aidan Mallamo took to Linkedin: “As regulators and government legislation continues to evolve, content creators are taking initiative in developing deals that would pay copyright holders for the right to create music, while artists would have the choice to opt in.
I think the concept of ‘op-in’ will be the key doctrine as society moves forward,” he added
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