Universal Music Group Partners With ElevenLabs for AI Remix Experiences

Universal Music Group (UMG) announced a new partnership with AI voice technology company ElevenLabs, focusing on AI-powered music creation and remix experiences. This agreement represents ElevenLabs' first deal with a major record label, building on its prior collaborations with Kobalt and Merlin.

The partnership encompasses both a licensing component and a product development initiative. UMG and ElevenLabs will jointly develop "AI audio products for artists and songwriters," mirroring UMG's existing collaboration with Stability AI.

A core outcome of this collaboration is a new AI-powered music creation platform. This platform will be built on licensed music and artist participation, designed to facilitate "remixes and mashups, new track interpretations, and personalised vocal experiences."

UMG specified that this new platform will operate distinctly and separately from ElevenLabs' other music offerings, including its ElevenMusic creation tool. Royalty splits for recordings and publishing on this new UMG-ElevenLabs platform have not yet been confirmed, unlike ElevenMusic's commitment to equal royalties for publishers and labels.

This deal reinforces two of UMG's immediate priorities in the evolving AI music landscape: providing advanced tools for musicians and developing engaging remix and mashup experiences for fans. The features planned with ElevenLabs align with UMG's broader strategy for fan interaction.

UMG has similar initiatives underway, including plans for fans to "reimagine your favourite song in a new genre" on Udio. The label is also working with Spotify on a tool for fans to create covers and remixes and with Klay Vision on an immersive, interactive listening platform.

The music industry faces the challenge of licensing AI-music platforms appropriately, seeking a balance between technical feasibility, fan demand, rightsholder willingness to license, and artist opt-in. Remix experiences currently meet the criteria for technical possibility and rightsholder licensing.

The next challenge for UMG and other rightsholders involves persuading enough artists and songwriters to opt into these new AI deals. This artist participation is crucial for the success and legitimacy of such platforms.

Market research indicates potential fan demand for these experiences, but the true measure of success will emerge upon the launch of these new AI-powered remix platforms. Their ability to generate meaningful and additive revenue streams for rightsholders and musicians will depend on fan willingness to pay.