Sony Music has taken significant action against the rising prevalence of 'deepfakes', urging platforms to remove over 135,000 fraudulently-created tracks impersonating its artists.
The songs created using generative AI feature some of the industry's biggest stars, including Beyoncé, Queen, and Harry Styles. This effort comes amid growing concerns about the commercial damage these deepfakes inflict on legitimate artists, particularly during promotional periods for new album releases.
In the worst cases, [the deepfakes] potentially damage a release campaign or tarnish the reputation of an artist, said Dennis Kooker, president of Sony's global digital business, explaining how the deepfake issue targets artists who are currently promoting their music.
Sony Music noted that this is not an isolated problem; the number of affected songs is likely just a fraction of the total uploaded across streaming services. Since last March, Sony has identified 60,000 songs portraying false collaborations, which further emphasizes the magnitude of the issue.
The situation is exacerbated by the affordable nature and accessibility of AI technology, which enables more individuals to create such fraudulent content.
Alongside these challenges, the industry is experiencing growth. The International Federation of the Phonographic Industry (IFPI) reported a 6.4% increase in recorded music revenues last year, driven by the resurgence of streaming subscriptions following a prolonged decline due to piracy.
The event at which these revelations were announced coincided with the UK's discussions on regulation concerning AI technology in the music industry, where concerns were raised about striking a balance between innovation and copyright protection.
Victoria Oakley, CEO of IFPI, expressed optimism that the regulatory discussions represent a necessary pause to protect artists' rights in a rapidly evolving landscape.
Proponents argue for greater transparency in the market, advocating for measures that could identify AI-generated content to help listeners discern between authentic music and artificially-created tracks.
