On April 1, more than 200 music notables (including Billie Eilish, Stevie Wonder, 3 Balvin and Jon Bon Jovi) of the Artists Rights Alliance issued an open letter warning against the “predatory use of AI” in the music industry. The letter cites AI’s capability to steal professional artists’ voices and likenesses, violate creators’ rights and “destroy the music ecosystem.” The letter further calls on tech companies, AI developers and digital music services to pledge that they won’t develop or use AI-powered technology the undermines songwriters and artists or prevents them from earning compensation for their art. What are your views and/or concerns relative to artificial intelligence and its impact on music and sound?
AI will definitely have impact on custom music in a similar way that stock library impacts custom music. However, I think that it could fall in the same line as “The Incredibles” where if everyone is Super than no one is Super and the need for community and teamwork will be reduced. We are on this earth to connect and build communities. AI will always need community to engage and consume the content it creates. There will be a point where consumers will care how the content was created. We still live in a world where people want to be impressed- a world where people want to debate with the author. The capabilities of AI are impressive for the technology, but the button pusher and the text typer will have trouble in the long run because everyone can type in a description. And when everyone can do the same thing, the value of that skill set diminishes. Eventually, people will be looking for the human element again or some mix of the human talent and the AI skill of maximizing time and elevating creativity. AI will never stop music makers from making music. As music makers we will need to use the technology in ways that can help our music, but we must never allow it to strip us of the passion to create our music.
How do new technologies, markets and platforms figure in your creative/business plans. For example, with NFTs gaining momentum, do you foresee related music and sound work resulting? Same for VR/AR? Will increased content spurred on by the emergence of additional streaming platforms open up music and sound opportunities for you? Any growth prospects in the advertising and/or entertainment industry?
VR, AR, and streaming environments are definitely another space for sound designers and music makers to engage and color the platform. The opportunities for music makers are vast and consumers are taking in content like never before from all different sources. The opportunities for advertisers to follow into these spaces should be vast and acceptable as long as the creative stays “A” Plus and based on the latest work I’ve seen as a judge and curator these past few weeks, the industry creative is as innovative and thrilling as ever.
How has your role–or that of your business or company–evolved in recent years? What do you like most about that evolution? What do you like least?
Volition Sound has evolved into a company that creates award winning music across platforms: Commercials, Television Shows, Documentaries, Feature Films, Animations, and Records. We stay 10 toes down in each industry. Over the years we have worked with Harry Belafonte, Steph Curry, Rob Lowe, Lebron James, Lil Wayne, Drake Nikki Minaj, Jay Z, 50 cent and most recently Busta Rhymes where I executive produced his latest music video titled “OK.” Directed by Zulu, we designed avatars and built environments. using UNREAL engine to create a next level engagement video for viewers. Growing with the industry needs and desires is exciting and challenging. Embracing the shifts in the industry is just as important as recognizing the shifts in the industry.
What was the biggest creative challenge posed to you by a recent project? Tell us about that project, why the challenge was particularly noteworthy or gratifying to overcome, or what valuable lesson you learned from it.
I’m used to having the ability to be hands on in the output of all music related projects. However, when I took on the role of Executive Producer for the Busta Rhymes music video “OK” most of the tasks being done were not part of my skill set. Designing avatars, designing meta environments, and color grading are all special crafts that people build entire careers mastering. And as deadline’s approached, my Spidey senses kicked in and I wanted to get behind the board and bring it to the finish line. But I had to allow the process to be the process. The project turned out great in the end and has garnered over 10 million views.
What recent work are you most proud of and why? Or what recent work (advertising or entertainment)–your own or that of others–has struck a responsive chord with you?
I scored an animated feature film called JG and THE BC KIDS where I used my daughter to sing one of the songs I created. Little did I know that by her singing the song that the creator and award winning actress, Janet Hubert,” would ask my daughter, Jasmine Hanes, to audition and ultimately grant her the lead role in the film. My daughter and I wrote and performed multiple song s for the film and we teamed up to write even more songs for Nickelodeon’s hit show “THAT GIRL LAY LAY.” We have since traveled to Miami multiple times for business and met up with one of the executive producers of the film, Erika Malone, and the Oscar Winning amazing talent, Will Smith. The movie is beautiful and it has been so very rewarding to have a daughter to take this creative journey with.
A growing number of superstar artists and songwriters have been selling their music rights/catalogs in megabuck deals. What will be the ripple effect of this on music creatively and from a business standpoint relative to the advertising, film, TV and streaming platform markets?
I support artists desire to sell their catalogues at the appropriate time. However, i hope their messages in their music don’t get misused or overshadowed in the process. I admire the artists with integrity who care how their music is used and what it represents. We will undoubtedly be hearing more of our artists favorite music showing up in more and more places. Personally, I like the anonymity of music most time when watching a narrative. It allows the stream of consciousness to be most effective without bringing in a song that draws up memories from another moment in your life.
