JAKARTA - The world's music industry giant, Universal Music Group (UMG), officially announced a strategic partnership with one of the leaders in artificial intelligence (AI) technology, NVIDIA.
This collaboration aims to pioneer the development of generative AI that is responsible in aspects of music discovery, creation process, to fan engagement by utilizing NVIDIA's advanced AI infrastructure and UMG's massive music catalog.
Through this partnership, the two companies will conduct collaborative research and development to advance human musical creativity and ensure fair compensation for copyright holders.
The use of this AI technology is projected to be able to improve the music consumption experience beyond the current search and personalization systems.
In addition, UMG and NVIDIA are committed to exploring new approaches to protecting the work of artists and ensuring proper attribution of music-based content.
As part of the initiative, both parties are expanding the NVIDIA Music Flamingo model. This technology is designed to improve the music discovery experience for fans by processing full-length song tracks to capture the harmony, structure, timbre, lyrics, and cultural context within them.
This step is also expected to encourage artists to be more active in using technology-based creation tools.
UMG Chairman and CEO Lucian Grainge expressed his enthusiasm for this strategic relationship.
"We are excited to build this innovative strategic relationship that unites the world's leading technology companies with the world's leading music companies in a shared mission to leverage revolutionary AI technology to dramatically advance the interests of the creative community and the role of music in global culture," said Grainge, quoted by Variety, Wednesday, January 7.
"We enthusiastically embrace the opportunities offered by AI, and the fact that NVIDIA chose to take a leadership position in the technology industry in their commitment to the principles of responsible AI is very important," he continued.
In line with this, NVIDIA VP/GM Media, Richard Kerris, said that the industry is entering an era where the music catalog can be explored as an intelligent, contextual, and interactive universe.
"By expanding NVIDIA's Flamingo Music with UMG's unparalleled catalog and creative ecosystem, we will transform the way fans discover, understand, and interact with music on a global scale," said Kerris.
"And we will do it the right way: responsibly, with protections that protect the work of artists, ensure attribution, and respect copyright," he added.
This strategic move underscores UMG's proactive position in embracing AI technology amid the challenges of digital copyright protection. With NVIDIA's infrastructure, this collaboration is expected to become a new standard for the music industry in integrating artificial intelligence technology without neglecting the humanitarian values and legal aspects of creators.
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