Suno, the emerging AI music platform, has hired veteran music executive Sam Berger to spearhead its artist partnerships. Berger joins Suno as Senior Director of Artist Partnerships, overseeing how the company’s AI tools collaborate with artists, managers and creative teams. This move underscores Suno’s strategy of deepening ties with the music industry: the company is “continuing to strengthen its ties with artists and rights holders” through Berger’s role.
Sam Berger’s Background and Career
Sam Berger brings a wealth of industry experience to Suno. He has held senior roles at Spotify and Patreon, and built a track record as an artist manager and digital music strategist. Notably:
Music Strategy at Patreon: Berger led music strategy at Patreon and co-founded Moment House, a live-streaming platform for artists like Justin Bieber, Tame Impala and Anderson .Paak. Under his leadership, Moment House sold over 2 million tickets worldwide before being acquired by Patreon.
Spotify Partnerships: He was a key member of Spotify’s global artist and label partnerships team, helping to bridge the streaming platform with the creative community.
Artist Management: Earlier in his career, Berger managed high-profile artists such as Charlie Puth, Portugal. The Man and Miguel.
Suno’s Chief Music Officer Paul Sinclair praised Berger as “one of the most respected artist and label partners in the industry,” noting that Berger has spent his career guiding artists through new technology and putting their creative vision first. In joining Suno, Berger emphasized trust and collaboration: “the future of music is being actively shaped, and establishing trust with our industry partners is more important than ever,” he said. His appointment reflects Suno’s goal of building technology alongside artists, empowering creators with new tools.
Suno in the AI Music Landscape
Suno has quickly become one of the leading companies in the generative AI music space. The platform (often styled “Suno AI”) lets anyone create original songs, including melodies and vocals, through text prompts. Launched in late 2023 by a team of AI engineers, Suno has sought to integrate with the traditional music industry as well as consumer tech. For example, it formed a strategic partnership with Microsoft (integrating into Microsoft Copilot) and is distributed by Warner Music Group.
Last month, Suno announced a landmark deal with Warner Music Group. This bespoke partnership will give Suno’s AI technology access to WMG’s artists and development resources, and signals Suno’s intent to be at the center of the debate over AI in music. In short, Suno is positioning itself as an industry partner rather than an outsider. Along with executive hires like Berger, the WMG deal suggests Suno is aiming to “open new frontiers” for AI and music, working hand-in-hand with labels and artists.
Supported by veteran music executives (Sunot’s team includes former colleagues from Snap, Twitch, and major labels), Suno casts itself as a music company first, with AI as its tool. In the words of Berger: Suno is “building alongside artists with real intention, and empowering creatives with the best tools and technology available”. The company’s emphasis on artist relations has already been evident in its public statements and partnerships.
Artist Partnerships in the AI Era
Berger’s hire reflects a broader industry trend: as generative AI enters music, labels and tech firms are putting a premium on artist partnerships and trust. Music platforms now emphasize “artist-first” AI, ensuring creators have choice and benefit from new tools. For example, Spotify recently outlined principles (in collaboration with Sony, UMG, WMG and others) stating that “all products… will put artists and songwriters first”, with “choice in participation” and fair compensation built in. This mirrors Suno’s approach of seeking upfront agreements and artist input.
In practice, strong artist partnerships mean building AI features with the creative community. Paul Sinclair noted that Berger’s track record includes “scaling new experiences that deepen the relationship between artist and fan”. Suno’s focus is on giving artists AI-powered creation tools not replacing them, so that musicians can stay in control of their vision. As Berger points out, we’re at a “critical point in time” for music’s future, making trust central to any AI initiative. By appointing a veteran like Berger, Suno signals that it wants to win artist confidence and collaborate on AI projects rather than conflict over copyright or ownership.
This emphasis on artist collaboration is growing across the industry. Rights holders have demanded transparency (the RIAA and WMG have even taken legal steps against AI firms lacking artist consent). In contrast, Suno’s growing team and partnerships suggest it is choosing a collaborative path. Berger’s experience and reputation indicate Suno wants its AI platform to reflect creators’ needs. In this AI era, those companies that align technology development with artists’ goals – ensuring artists have choice, compensation and creative input – are likely to gain support from both creators and the wider music industry.
Looking ahead, the Sam Berger hire positions Suno to expand its artist outreach at a pivotal moment. With Berger at the helm of artist relations, Suno aims to translate its cutting-edge AI into practical tools for songwriters and producers. For artists concerned about AI’s impact, Suno’s message is that its technology can amplify human creativity rather than threaten it. By strengthening its artist partnerships team, Suno shows that in the coming years of AI-driven music creation, collaboration between technology and artistry will be as important as ever.
