The Evolving Role of AI in Music Production
The discussion surrounding artificial intelligence in brand music has shifted from initial excitement about speed and concerns about job displacement towards a hybrid model of production. Current industry practices demonstrate that AI functions as a production assistant rather than a composer.
The Value of Human Creation
A parallel is emerging between the “Made in Italy” label and the designation of music as “human-made.” Just as “Made in Italy” signifies craftsmanship, investment of time, and a unique quality not easily replicated, indicating both a method and a scale of production, declaring a piece of music was composed, played, and recorded by musicians is becoming a statement of value.
Brand Identity and Sonic Identity
For brands, the consideration is no longer solely about how music sounds, but about the message it conveys. Brands aiming for a premium and authentic image may find it inconsistent to base their sonic identity entirely on synthetically generated music.
The Importance of Interpretive Translation
A significant aspect of composing music for brands lies in the initial stages – understanding the brand strategy, creative direction, and various internal perspectives. Translating these complex and sometimes conflicting inputs into a cohesive musical direction requires relational skills and nuanced understanding, qualities not easily automated.
Transparency and Positioning
For marketing professionals, evaluating the extent to which a sonic identity relies on human input versus AI assistance and ensuring consistency with overall brand positioning is crucial. For music supervisors and creative directors, transparency regarding the production process—including the tools and conditions used—is becoming increasingly relevant in selection discussions.
A Category Assertion
For music creators, emphasizing the human contribution is not a defensive measure against AI, but a way to define a specific category of value. A company, Synchromusic, works with brands including BMW, LEGO, Disney+, HBO, Google and Samsung, and finds the most important part of their work happens in the initial phase – understanding the brand’s message and translating it into a musical direction. The quality of instruments and musicians are important, but the value begins before the first note is played. This is particularly relevant when considering creators accuse AI companies of mass human rights abuses in open letter.
