The Silent Takeover: Ted Gioia on AI's Threat To Music

In this interview, music historian, critic, and futurist Ted Gioia discusses the impact of AI on the music industry. He expresses concern over the secretive use of AI by major platforms like Spotify and TikTok, suggesting it could be used to cut costs and deceive consumers. Gioia shares stories of AI-generated music and the lack of transparency regarding its authorship, hinting at potential exploitation of royalties. He also addresses the shift from an active to a passive culture, where algorithms and technology make choices for us, and stresses the importance of nurturing new talent and supporting creative freedom. Gioia believes that the music industry, like other cultural sectors, is facing stagnation due to an over-reliance on formulas and a lack of risk-taking. He advocates for a return to creativity and humanism, encouraging the next generation of artists to challenge the status quo and push boundaries.

Takeaways

• 🤖 The use of AI in the music industry is a hot topic, but there's a lack of transparency regarding its extent and application, which could be a red flag.
• 🎶 AI-generated music might be used by platforms like Spotify to save on costs by attributing songs to non-existent artists and keeping royalties for themselves.
• 📈 Record labels and music platforms are shifting towards intellectual property management, focusing more on owning rights to existing music rather than investing in new talent.
• 👵👴 There's a belief that the music industry, like other areas of culture, goes through cycles, and we may be due for a resurgence of complexity and creativity in music.
• 💰 The economic model of streaming services like Spotify is flawed, leading to cost-cutting measures and deceptive practices that hurt musicians and the music ecosystem.
• 📉 Subscription-based models for content are struggling, with companies like Netflix and Spotify facing challenges in maintaining growth and profitability.
• 🚫 There's a lack of trust in mainstream media and cultural institutions, creating an opportunity for microcultures and individual creators to build direct relationships with their audiences.
• 🌱 The rise of microcultures and individual creators is a sign of a healthy, growing, and vibrant alternative to the stagnation seen in macroculture institutions.
• ☕ The over-complexification and loss of seriousness in products like coffee at Starbucks reflect a broader cultural trend of stagnation and a lack of risk-taking.
• 🎥 The movie industry's reliance on formulaic blockbusters has led to a decline in box office revenues, indicating a need for more diverse and creative content.
• 👑 Taylor Swift's success with her recent tour demonstrates the enduring appeal and financial viability of live music experiences, suggesting that direct artist-fan connections are still highly valuable.

Q & A

What is Ted Gioia's main concern about AI in the music industry?

Ted Gioia is primarily concerned about the lack of transparency and disclosure regarding AI's role in the music industry. He suspects that AI-generated music is being used to save costs and potentially deceive consumers, without them being aware that they are listening to AI-created content.

How does Gioia relate the use of AI in music to other creative fields?

Gioia draws parallels between the use of AI in music and its use in other creative fields like writing and journalism. He mentions instances where AI-generated articles or books are not clearly disclosed to the public, which he sees as a deceptive practice that harms the original creators and consumers.

What is the 'reflexivity theory' by George Soros, and how does Gioia apply it to cultural trends?

The reflexivity theory by George Soros suggests that trends continue until they reach an extreme point, at which they reverse due to the public's dissatisfaction. Gioia applies this theory to cultural trends, predicting that the oversimplification of music and formulaic movie production will eventually lead to a resurgence of complexity and originality in these fields.

How does Gioia perceive the shift from an active to a passive culture in the context of music consumption?

Gioia perceives a shift from an active culture, where individuals actively chose the music they listened to, to a passive culture where algorithms and AI-driven playlists dictate what people listen to. He believes that this passive consumption can lead to a lack of connection with the music and the artists, which is detrimental to the music culture.

What is Gioia's opinion on the role of major record labels in the current music landscape?

Gioia is critical of major record labels, suggesting that they have lost faith in the record business and are more focused on managing intellectual property, particularly for older songs. He argues that this focus on the past over the future is unhealthy for the music culture and stifles the development of new talent.

How does Gioia view the impact of technology on the music industry, and what should be the role of artists?

Gioia views the impact of technology, particularly AI, as a double-edged sword. While it can be useful, he believes it can also lead to a homogenization of music. He argues that artists should challenge and make demands on their audience, providing a unique and transformative experience rather than simply catering to existing tastes.

What is the significance of Taylor Swift's recent success, according to Gioia?

Gioia sees Taylor Swift's recent success, particularly her record-breaking concert tours, as a positive sign for the music industry. He views it as an example of an artist connecting directly with fans in an active and engaging way, which stands in contrast to the passive consumption facilitated by technology.

Why does Gioia believe that the music industry should take risks and invest in new talent?

Gioia believes that taking risks and investing in new talent is crucial for the health of the music industry. He argues that a focus on established artists or formulaic, AI-driven content stifles creativity and innovation. By nurturing new talent, the industry can foster a diverse and vibrant music culture.

How does Gioia approach the discovery of new music and artists?

Gioia dedicates several hours a day to listening to new music from artists around the world and across various genres. He immerses himself in the experience, allowing himself to be excited and invigorated by fresh and innovative music, which he believes is essential for maintaining his creativity and relevance as a critic.

What advice does Gioia give to young people pursuing a career in the creative arts?

Gioia advises young people to follow their passions and interests, even if they lead them outside of their comfort zones. He encourages them to take risks, learn from new experiences, and not to be afraid of exploring different directions and capacities. He also emphasizes the importance of being open to opportunities and having a mindset that there is a destiny for each individual in the world.

How does Gioia's educational background influence his approach to understanding and predicting trends in the music industry?

Gioia's educational background in English, philosophy, politics, economics, and business administration has equipped him with a diverse set of analytical tools. He applies these tools not only to financial and business situations but also to creative and artistic endeavors. This unique approach allows him to delve into the financial reports of companies like Spotify and Universal Music Group, uncovering insights that inform his predictions and analyses of industry trends.

Outlines

00:00

🎤 Interview with Music Critic Ted Joya

In this segment, the host Rick Biato interviews Ted Joya, a well-known music historian, critic, and futurist. They discuss Ted's work, including his Substack where he writes about the future of AI in music, his predictions, and his personal interests. The conversation touches on the secretive nature of AI's role in the music industry and the lack of transparency, which Ted finds concerning. They also delve into the implications of AI-generated music on musicians' royalties and the potential for record labels to exploit AI for cost-saving measures.

05:03

🤖 AI and the Music Ecosystem

Ted Joya expresses his apprehensions about the use of AI in the music industry. He shares an anecdote about a Spotify user who noticed identical songs with different names and artists, suggesting that AI-generated music might be attributed to non-existent artists to save on royalty payments. The discussion moves to the power dynamics between tech platforms and music labels, with Ted highlighting the inability of labels to negotiate better terms with platforms like TikTok and Spotify. He also talks about the lack of love for music among tech platform executives and the passive listening experience they promote.

10:03

📈 The Streaming Model and Its Flaws

The conversation shifts to the business model of streaming platforms. Ted analyzes the numbers and concludes that the current subscription model is unsustainable, as it cannot generate enough revenue to pay all stakeholders. He mentions the eventual need for platforms like Spotify to raise their subscription prices. The discussion also covers the lack of transparency in subscriber numbers by Netflix and the broader implications for the entertainment industry, including the potential for a shift towards passive consumption of content.

15:06

🔁 Cultural Cycles and the Decline of Cool

Ted talks about cultural cycles and how the concept of 'coolness' has evolved over time. He discusses his book 'The Birth and Death of Cool' and how coolness has shifted from being a personal quality to a marketing tool. He also touches on the idea that society goes through cycles of complexity and simplicity in art and culture, and how we might be reaching a point where the current trend of simplification in music and movies will reverse.

20:07

🎧 The Future of Creativity in Music

The discussion focuses on the future of music and the need for the industry to take risks and foster creativity. Ted argues that the current state of music is not conducive to nurturing new talent, with record labels focusing more on managing intellectual property than discovering new artists. He emphasizes the importance of record labels investing in the future of music and the need for a cultural shift towards valuing creativity and artistic expression.

25:09

📚 The Importance of Input in Creative Output

Ted shares his approach to maintaining creativity by managing his input, which includes spending a significant amount of time reading and listening to music. He believes that to increase creativity and productivity, one must optimize their input. He also discusses the difference between fluid intelligence, often seen in younger individuals, and crystallized intelligence, which comes with age and experience. Ted emphasizes the value of both in contributing to the richness of creative output.

30:11

🌐 The Impact of the Internet on Creativity

The final part of the interview discusses the dual impact of the internet on creative fields. While acknowledging the internet's role in disrupting traditional institutions, Ted highlights its benefits in allowing direct contact with the audience. He shares his personal journey from being a jazz pianist to becoming a writer and futurist, emphasizing the importance of following one's passions and stepping outside of one's comfort zone. Ted also offers advice to students and emphasizes the significance of the internet in enabling creatives to connect with a global audience.

Keywords

AI in Music

Artificial Intelligence (AI) in music refers to the use of algorithms and machine learning to create, analyze, and influence music. In the context of the video, Ted Gioia discusses concerns about AI's role in the music industry, suggesting that it may be used to cut costs and deceive consumers by generating music that is attributed to non-existent artists, thus potentially harming genuine musicians and the music culture.

Record Labels

Record labels are companies that manage the production, distribution, copyright management, and promotion of music and music videos. They also organize music recording sessions and coordinate the technical aspects of sound recording. In the video, the discussion touches on how record labels, along with delivery systems like Spotify, are incorporating AI, which could impact musicians' royalties and the authenticity of music creation.

Spotify

Spotify is a digital music service that gives users access to millions of songs from artists all over the world. It is mentioned in the video as a platform that might be using AI to generate music and attribute it to fictitious artists, raising questions about the transparency and integrity of music distribution in the digital age.

Royalties

Royalties are payments made to those who help create a piece of music, such as the songwriters, performers, and producers, based on the sales or use of the music. The video discusses the potential for AI-generated music to disrupt the traditional royalty system, as it could allow platforms like Spotify to avoid paying royalties to human musicians.

Music Ecosystem

The music ecosystem refers to the interconnected network of individuals and organizations involved in the creation, production, distribution, and consumption of music. Ted Gioia expresses his concern that the use of AI in music could damage this ecosystem by reducing the vibrancy and diversity of music culture and leading to stagnation.

Deceptive Marketing

Deceptive marketing involves promoting products or services in a way that is misleading or false. In the script, it is suggested that AI-generated music might be an example of deceptive marketing if it is presented as being created by real artists, thereby misleading consumers about the true source of the music.

Music Industry

The music industry includes the businesses involved in the production and sale of music, including recording, publishing, and distribution. The video discusses the challenges facing the music industry, such as the shift towards AI-generated content and the impact of technology on traditional models of music creation and consumption.

Streaming Model

The streaming model refers to the business model of providing music, movies, and other media content over the internet in a continuous stream, often requiring a subscription. The video questions the sustainability of this model, particularly for platforms like Spotify, which may need to raise subscription prices or find new ways to cut costs.

Music Culture

Music culture encompasses the social and cultural significance of music, including the ways it is created, performed, and experienced by individuals and communities. The conversation in the video highlights the potential erosion of music culture due to the passive consumption of music facilitated by AI and algorithm-driven platforms.

Creative Freedom

Creative freedom is the autonomy given to artists to express their ideas and create their work without excessive constraints. The video suggests that the current state of the music industry, with its focus on AI and cost-saving, may be limiting creative freedom and leading to more formulaic and less innovative music.

Musical Royalty

Musical royalty refers to the financial benefits that rights holders, such as songwriters, composers, and publishers, receive from the use of their music. The script raises concerns that AI-generated music could impact the traditional royalty system, as it may not require human creators and thus disrupt the flow of royalties to musicians.

Highlights

Ted Gioia discusses the pervasive yet secretive use of AI in the music industry, suggesting it's being used to cut costs rather than enhance music quality.

Gioia raises concerns about the lack of transparency regarding AI-generated content in various fields, including music and journalism.

The interview touches on the case of Sports Illustrated using AI to write articles without disclosure, which led to the虚构 (fabrication) of author identities.

Gioia shares an anecdote about a Spotify user encountering identical songs with different names, suggesting AI-generated music may be used to claim royalties.

The conversation highlights the fear that AI is being used deceptively in the music industry to the detriment of musicians and fans.

Gioia criticizes the current state of the music industry, where record labels are focusing more on managing intellectual property than nurturing new talent.

The interviewee points out the decline in the complexity of commercial music over the decades, suggesting a cyclical nature to cultural trends.

Gioia argues that the current trend of passive listening facilitated by streaming services is detrimental to a vibrant music culture.

The discussion includes the idea that the microculture of individual creators is poised to triumph over macroculture institutions that are slow to adapt.

Gioia emphasizes the importance of taking risks and being edgy in creative work, as opposed to relying on formulas that lead to stagnation.

The interview explores the concept of 'reflexivity' in cultural trends, where things continue until they reach an extreme before reversing.

Gioia predicts a future where the roles of major record labels will diminish, and artists with existing followings will have more power.

The conversation suggests that the current state of the music industry is not conducive to discovering and growing new talent, which is unhealthy for the culture.

Gioia and the interviewer share a belief in the power of microculture and the importance of direct relationships with audiences.

The interview concludes with a call for more trust, honesty, and risk-taking in creative fields, as these are the elements that foster a vibrant culture.