In announcing the new incubator and the three principles — which boil down to embracing the new technological possibilities while protecting creators and establishing content and safety policies — UMG chairman/CEOfor YouTube’s blog, in which he acknowledged both the possibilities and the potential dangers of AI.
In reference to the collaboration with YouTube, Grainge points to the video streamer’s development of its ContentID system, which helps screen user-generated content uploaded to the service for copyrighted works, and helps get creators paid for their use on the platform. That type of collaboration between DSP and music companies is foundational to the work YouTube and UMG are beginning with respect to AI, Grainge says.
“The truth is, great entertainment doesn’t just reach audiences on its own,” he writes. “It also requires the global infrastructure, new business models, scaled distribution, innovative partnerships and effective safeguards that enable talented artists to create with freedom and receive fair compensation.