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Suno CEO Mickey Shulman found himself in an unexpected place for the founder of an AI-powered music company: a songwriting class at Berklee College of Music.
“It’s like walking into a lion’s den,” Schulman said on stage at TechCrunch Disrupt 2024. “The approach of just walking in there and saying, ‘Don’t worry, there’s no disruption here, everything’s fine,’ probably isn’t the ideal solution.” “. “The right approach.”
How did he manage (at least try) to win them over? Shulman had students use Suno to learn what it means to create a song using artificial intelligence.
“You realize that it’s actually quite an empowering tool, and it’s viewed from a slightly different perspective,” he said.
AI creators might argue that they are making tools to help creative people enhance their work, like a drum machine or a synthesizer. Some artists may say that these tools practice outside of their work without getting approval to market a product for them that could take their jobs. But some entrepreneurs see these powerful music, video and image generators as inevitable.
“I defy anyone to tell me that photography is less valuable now than it was 50 years ago,” Shulman said. Throughout the crowd, people use their iPhones to take photos and videos of the discussion, illustrating how global smartphones have become.
“This is the promise of technology – technology isn’t done, or any technology arc isn’t done until it’s literally in everyone’s hands,” said Amit Jain, CEO of Luma AI.
Digital photography is certainly more prevalent now than it was in the era of the flip phone, and some people may be less likely to hire professionals to capture photos or events. But there is still a fundamental difference in quality between the work of professional photographers and snapping quick photos on a smartphone.
“I think those people with flair and skill will be able to do more,” Jain said.
On the other hand, there are companies like Splice, which has been providing services to musicians for years, but has only recently begun to incorporate AI.
“Over the past two years, we have launched these new AI-driven tools that really help our customers (…) take their career to the next level,” said Kakul Srivastava, CEO of Splice.
However, the entertainment industry’s reaction to these tools is mixed. Hollywood writers have campaigned for protection from losing their jobs to artificial intelligence. In the music industry, companies like Suno have been involved in lawsuits from record labels, alleging unauthorized use of copyrighted songs in their training data. However, musician Timbaland is Sono’s strategic advisor.
“Maybe there will be jobs lost, but I actually think there will be more artwork, because more of us will have the ability to bring this reality to life,” Srivastava said.
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