UMG partners with KLAY Vision on ethical AI framework

The arrangement adds to UMG’s roster of collaborations with AI firms, such as last year’s AI incubator with YouTube and a strategic relationship with BandLab focused on AI.

Led by accomplished executives from music and technology, including Ary Attie, Thomas Hesse, and Björn Winckler, KLAY aims to be the backbone for a new era of innovation, powering new products and experiences, and is committed to the premise that AI can bolster and grow musical creativity and human artistry.

According to a statement, the agreement is centred on the belief that advanced AI models should be developed and scaled responsibly through constructive dialogue and consensus with artists, aiming to reduce risks for human creators while opening up new avenues for creativity and monetisation of copyrights.

“We are excited to partner with entrepreneurs like the team leading KLAY, to explore new opportunities and ethical solutions for artists and the wider music ecosystem, advancing generative AI technology in ways that are both respectful of copyright and have the potential to profoundly impact human creativity,” UMG EVP and chief digital officer Michael Nash said, adding that his outfit “has always endeavoured to lead the music industry in driving innovation, embracing new technologies and supporting entrepreneurship while protecting human artistry.”

KLAY founder and CEO Ary Attie added: “Research is critical to building the foundations for AI music, but the tech is only an empty vessel when it doesn’t engage with the culture it is meant to serve. KLAY’s obsession is not just to showcase its research innovation but to make it invisible and mission-critical to people’s daily lives. Only then can music AI become more than a short-lived gimmick. Our great artists have always embraced the newest technologies – we believe the next Beatles will play with KLAY.”

In a January staff memo, UMG CEO Sir Lucian Grainge touted the company’s proactive stance on AI, announcing the Responsible AI initiative to advocate for policies protecting artists from unethical practices and establishing partnerships with AI firms.

“Early on in 2023, many ‘experts’ viewed AI as a looming threat. Our view? Just as we had done with so many other previous proclamations of doom, we rejected that short-sighted appraisal. On the contrary, we saw AI as presenting opportunities. And then, just as we did with streaming, we went out to turn those opportunities into reality.”

He added: “In the past, new and often disruptive technology was simply released into the world, leaving the music community to develop the model by which artists would be fairly compensated and their rights protected. As for AI, we will continue building opportunities for our artists, while also leading the fight to protect them from unethical uses of this technology. And all around the world, we will continue to prioritise and fight for policies in the service of artistry – not at the expense of it. We also expect to announce more real-world commercial applications for artist-driven, ethical AI.”