Zambian anonymous artist The Second Voice has broken through internationally with the AI-assisted single Let Me Be, released on Spinnin’ Records. The track, blending Afrohouse and Amapiano, was created with artificial intelligence to overcome severe local infrastructure and vocalist shortages, and its campaign tested the music industry’s divided response to AI transparency.
AI-Assisted Production and Radical Transparency
The artist wrote the demo, melody, and lyrics entirely on an old laptop. AI was then used to assist with final production and to generate female vocals, a necessity given the lack of studio resources and available vocalists in Zambia. Lobke Sander, Senior Project Manager at Spinnin’ Records, and Clara Rescala, Streaming Strategy Lead, said the label chose to present the track to DSPs (digital service providers), radio, and partners with full openness from the outset, foregrounding the human story behind the technology.
“This would be an artist that two years ago could never have done this record on his own with the resources he had, and then AI really made it possible for an idea he had in his head to become a global hit,”
said Rescala.
Gatekeeper Resistance and the Human Narrative
That transparency met significant obstacles. While radio stations in Germany, France, and the Netherlands were receptive, UK radio and platforms such as Deezer pushed back or removed the track from playlists once AI involvement was disclosed. The team responded by repeatedly re-engaging editors with the artist’s story: a charismatic songwriter using accessible technology to bridge extreme geographical barriers. Organic audience demand, they argued, was sustaining the record’s momentum.
Rapid International Scaling
To capture early viral traction on TikTok and YouTube, Spinnin’ moved quickly. The label signed the record on a Friday and launched advertising and creator campaigns the following week. It partnered with South Africa’s Dreams Agency to produce authentic creator assets, which were then amplified directly into Europe and the US before European creators were onboarded via Round. This fast-turnaround approach shifted top streaming markets from African territories to Europe, driving significant traction on German radio and Spotify charts.
With the track’s momentum established, the team turned to long-term artist development. They navigated logistical challenges in Zambia to shoot an official music video and prepare the artist’s masked live performance setup.
Strategic Takeaways
- Understand how partners handle AI-assisted tracks. DSPs, radio stations, and platforms hold markedly different stances on AI, requiring tailored approaches.
- Pivot from track marketing to artist branding. For unknown or anonymous acts, heavy initial track promotion builds a footprint. Once a song gains traction, resources can shift toward developing the artist’s long-term identity and live proposition.
