The Most Important Video about AI in the Music Industry
Late last week, my good friend and colleague, Robin Hodson, sent me a link to a video that features a conversation between Ted Gioia and Rick Beato on the impact of AI on the music industry. Normally I look to see how long the video is before deciding to watch it, and at just over 90 minutes, I waited until this past Sunday to watch it. All I have to say is that ANYONE interested in the impact of AI on the music industry - not really anything to do with music education but the much larger music industry - stop what you are doing and watch this video now. Rich Beato is one of my favorite music-related YouTubers, and this interview with futurist and author Ted Gioia is the clearest explanation that I have heard about how AI is effecting music creators, record labels, streaming platforms, and consumers. It is simply must see TV.
Some of the most impactful things that I learned about while watching this video is the prevalence of AI-generated music on streaming platforms, specifically Spotify. Ted speaks about the single most streamed artist on that platform, an unknown Swedish musician named Johan Rohr who actually has exponentially more streams than Taylor Swift, Michael Jackson, and Elton John - actually 15 BILLION streams, who uses AI to generate his music. That’s right. The most streamed artist on Spotify isn’t an artist at all. It’s a collection of AI-generated music tracks. Using over 650 different aliases, Rohr’s music is included in LOTS of Spotify curated playlists and Gioia points to this one example as an illustration of why we should be concerned about the way AI is currently being used in the music industry.
The conversation also touches on the clash between technology platforms and the music industry - something that has been going on for decades now. Gioia talks about the recent difficulties that Universal Music Group, Neil Young, and Joni Mitchell (among others) have had in negotiating with Spotify and TikTok, illustrating the power that the tech companies wield - as all of these groups and artists have returned to these platforms because NOT being on them impacts their revenue so much. This imbalance raises questions about the priorities of music company executives, who seem more focused on self-benefit than on fostering a thriving music ecosystem. Sound familiar?
One of the most interesting parts of the conversation is when Gioia discusses the shift from active to passive culture, where algorithm-driven consumption is the be-all-end-all with personal engagement and recognition of artists taking second place. This trend is echoed in the film industry, where formulaic content has led to a decline in box office receipts, suggesting a need for more risk-taking and innovation.
Ted Gioia's insights underscore the necessity for greater transparency and support for emerging artists. By embracing unpredictability and nurturing new talent, the music industry can overcome current challenges and help create a more vibrant, diverse cultural landscape. The call to action in this conversation encourages music fans and industry leaders alike to recognize and address these shifts to ensure the future vitality of music and creative arts.
If you teach any sort of music technology or music business class in the secondary or higher education environment, I URGE you to share this video with your students. I guarantee that it will encourage some very deep and meaningful conversations. I am fascinated to know what kids think of all of this - after all - it is that demographic that all of these AI algorithms are trying to take advantage of. I know that I certainly had a MUCH different experience as a music consumer when I was growing up in the 1970’s and 80’s. They might just realize that they are being used to generate revenue - and who enjoys that?
I’d love to know your thoughts on this video. Feel free to comment below.