In the past few hours, YouTube has announced its official principles regarding generative AI applied to music. The post on the company’s official blog, signed by new CEO Neal Mohan himself, essentially declares the intention to collaborate with other significant players in the music business “to develop an AI framework that helps us work toward our shared goal”. Mohan says he has engaged in many conversations over the past few months with AI experts and leaders to understand how to solve what is increasingly shaping up to be a significant generational leap in the evolution of technology.
For nearly all of our history, YouTube and music have been inextricably linked. As a hosting platform, YouTube has connected fans around the world and quickly became home to iconic music videos and emerging artists. Our deep partnership with the music industry has allowed us to innovate and evolve together, creating products, features and experiences, from our YouTube Music and Premium subscription services, to global live streaming capabilities, that fuel originality and bring fan communities even closer together. And central to our shared success has been protecting these creative works and artists’ copyright.
Over the next few months, YouTube promises complete and detailed rules and documentation on how the approach to technology will be treated. Still, in the meantime, the three fundamental principles along which it will move are outlined – and the first concrete initiatives:
- “AI is here, and we will welcome it responsibly with our music industry partners.” In this perspective, the establishment of the “Music AI Incubator” has been announced, a think tank that will explore the possibilities of Gen AI applied to the world of music. Universal Music Group and musicians such as Anitta, Björn Ulvaeus, d4vd, Don Was, Juanes, Louis Bell, Max Richter, Rodney Jerkins, Rosanne Cash, Ryan Tedder, Yo Gotti and Frank Sinatra (naturally his heirs) are among the partners and names involved.
- “AI is introducing a new era of creative expression, but must include proper safeguards and unlock opportunities for partners who want to participate.” One of the first concrete measures will be to update the Content ID system by crediting original artists when others use their content or voice.
- “We have built an industry-leading organization for trust, safety, and content policies. We will expand them to address the challenges AI will bring.”