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Wednesday, July 17, 2024

The Grammys just took the toughest AI stance in all of entertainment – IndieWire


On Friday, the Recording Academy is artificial intelligence What film and television haven’t done: it draws a line. Quite simply, AI can’t win a Grammy. Only humans can apply for, nominate or win music’s top honors.

IndieWire convenes a real person who is the President and CEO of The Recording Academy harvey mason jr, giving us an idea of ​​his position. Perhaps the notable Writers Guild and possibly the notable Screen Actors Guild can use this as leverage.At least, it should provide Pending Board of Directors agreement.

Bottom line: Songs or albums without “human authorship” are not eligible for Grammy submission any category. Humans have to compose music and/or lyrics, and humans need to play music.

However… that doesn’t mean AI is banned. If songwriters use AI to create AI-generated soundtracks, human writers can still get Grammys for the underlying music. If an artist performs a track entirely generated by artificial intelligence, the singer may be nominated for a Grammy Award for Performance.AI still has a place grammy awardsbut only as a tool for the artist behind it.

“There’s a question of how AI is going to affect us all. We know an indisputable fact that AI is going to work in music, performance, art and entertainment,” Mason told IndieWire. “We’re not banning AI recording at all. We’re saying we know AI is going to play a role in the music-making process. We’re not giving AI or a Grammy to a computer. I don’t even know what that’s going to look like. What we’re trying to say is that only human creativity or human performance qualifies for a Grammy nomination or win.”

So, is “Heart on the Sleeve” okay? A collaboration between Drake and the AI ​​version of The Weeknd, which became a hit on TikTok but was quickly removed for copyright reasons — winning a Grammy? Complicated answer: AI Drake or the Weeknd can’t, but anonymous @ghostwriter977 (actually a guy) can.

“Let’s make things clear so people don’t get it wrong,” Mason said. “First of all, this song qualifies; we’re not going to give a Grammy to an AI version of Drake or the Weeknd, or anything that’s not a real human version.” The artist of the voice or vocal performance. Whoever wrote the song, whoever wrote the track and the music, is eligible for the award. We’ll look at the publication and say, this was created by a human, it qualifies. ”

In the case of “Heart on My Sleeve,” Mason said he had spoken to the “Ghostwriter” behind the hit (no, he didn’t tell us who), and he informed the Academy of some of his thoughts on these bigger ideas. question.

Harvey Mason Jr. attends the Recording Academy's Los Angeles chapter gala ahead of the 65th Annual Grammy Awards at Spring Place on January 28, 2023 in Beverly Hills, California.  (Photo: Gilbert Flores/Variety via Getty Images)
Recording Academy President and CEO Harvey Mason Jr.Variety via Getty Images

“We spent a lot of time discussing it, how he used it, what the process was, what his thoughts and concerns were,” Mason said. “He was very knowledgeable and gave us great ideas and insights into how the future of music might use this technology.”

Artificial intelligence is nothing new to the music industry. Bedroom artists and garage bands have long used apps and tools to create entire background tracks or manipulate their sounds. Mason, however, said that Ghostwriter was “a turning point. He’s made a record that we all stand up and pay attention to. Something is happening with this technology. Let someone use artificial intelligence to make a hit record, which is actually a hit record, and listen. It sounds like something we all love, bringing a sense of excitement and concern to the industry, all creative communities and the academy.”

The Grammys’ AI rules allow songwriters and producers to use the technology like a synthesizer or sampler. Mason quotes Grimes, explain She’ll share the royalties with anyone who wants to make a song using her voice, synthesized by the AI.

Her stance is divided among creators. Some people think that just by making it clear that a song is not an original Grimes song, but identified as AI Grimes, this is a great opportunity to create some hits, improve your profile, and even provide market research to understand what fans might want Next. (All with proper pay and attribution, of course.) Others saw it as a threat to their brand, likeness, and artistry.

“It’s encouraging that artists still feel like there’s an opportunity to use this technology to enhance our work,” Mason said. “You never want to see it take away our creativity or replace it, but after having these conversations, I’m hearing more people excited about its potential to enhance or amplify our creativity. People are nervous, I’m worried, we’re all worried, as far as artists are concerned, there needs to be a fair and equitable way for them to retain ownership of their voices and likenesses to make sure no one else is affected. Don’t use their individual talents unscrupulously, voice and voice.”

AI Grimes still can’t win a Grammy, but Mason made it clear that the current rules around AI are the norm “for this year.” So not today, but maybe one day it will happen.

Grimes, New York, USA, 2013 (Credit: Fairchild Archive/Penske Media via Getty Images)
Grimes 2013Fairchild Archives via Getty Images

“As our industry evolves, technology evolves, our community, creators, and members change the way they make music, and if something else happens that we didn’t think about, we’ll modify it again,” he said. “Not this year, I said that on purpose. Not this year.”

writer, directorand actor People are terrified of artificial intelligence, and so is the recording industry. Mason said he’s heard everything from “extreme fear” to “enormous excitement” from creators and tech professionals alike. Some believe AI has the potential to revolutionize the industry like Napster did. Many fear it could take away jobs from those who have spent their lives behind soundboards. He wants the Recording Academy to take the lead in creating legislation to regulate the use of artificial intelligence.

However, he said it was up to fashion leaders and professionals to figure out whether AI would work.

“AI doesn’t generate clicks by itself,” he said. “Especially musicians. We’re resilient, we always find a way. We’ve been told all our lives that your music is bad, your voice is bad, but we can always find a way to recover. So I think it’s a Similar challenges. AI is going to play a role in our creative process and in our music and entertainment. But we are resilient and we will find a way to use it to create great things.”


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