IMPALA is calling for coordinated action on artificial intelligence (AI) and the environmental impact of digital music ahead of COP31, scheduled for 9-20 November in Türkiye. It wants digital services, labels, distributors and governments to work together on the recommendations in its digital music plan.
Published earlier this year, the plan sets out five priorities for a digital music market that is culturally, financially and environmentally sustainable. IMPALA is now working with partners across the sector to put its recommendations into practice.
AI content, fraud and emissions
The plan’s fifth priority calls for labels and services to label AI-generated content, curb mass uploading and act against AI-related fraud. It also proposes reporting measures that would show the carbon and other impacts of hosting generative AI content.
IMPALA says lower energy and water use will require more efficient data handling, fewer formats, less catalogue duplication and fewer excessive uploads. It also sees a role for AI in monitoring content and fraud.
The group is asking digital service providers (DSPs), labels and distributors to identify where impacts are concentrated, agree on reductions and report measures including:
- Emissions per track stored and per play.
- The impact of fraud and AI-generated content.
Responsibilities across the sector
Independent labels and distributors are encouraged to set targets and use IMPALA’s member tools, which include training, guidance and a carbon calculator. The Music Climate Pact provides guidance on emissions up to delivery to services; DSPs are responsible once music is under their operational control. The pact has also issued tips for fans on reducing the impact of streaming, including AI use.
IMPALA also points to engagement with artists, fans and suppliers, and to climate investment facilities such as Murmur. Peter Quicke, chair of Ninja Tune and IMPALA’s Sustainability Task Force, called for shared emissions measures with DSPs and action on fraud and AI-generated content. Ian Stanton, Beggars Group’s head of sustainability, said the company’s work on physical music production must be accompanied by efforts to address digital emissions and AI.
Richard Phillips, music lead at Julie’s Bicycle, cited its research on AI and the environment and its Creative Climate Action AI resource. Helen Smith, IMPALA’s executive chair, called for companies to measure AI’s impact and for governments to invest in clean energy at scale. Established in 2000, IMPALA represents more than 6,000 independent music companies in Europe.
