Long post alert. Hope you have time to read through this.

I wanted to share my thoughts and experiences regarding a significant development in the music industry: the commercial launch of Norway’s (and the Nordics’) first viable business model for AI-generated music with actual artistry and relevance in the commercial top 40-type music scene. This project represents a major milestone, not just in terms of technological innovation but in its commercial potential and impact on traditional music production.

We’ve launched an AI artist known as “Backstreet” in Norwegian, and this venture demonstrates the commercial viability of AI-generated music. But before diving into the implications, let me explain what we have done and why it matters.

What is russemusikk?

Russemusikk is a specific genre popular among Norwegian high school students who buy songs for their “russ” celebrations—a unique Norwegian tradition where graduating students celebrate with parties, parades, and other festivities. The genre is characterized by its club and hip-hop influences and has a somewhat disassociated view of artistry, focusing more on the brand and the experience rather than the individual artist. Traditionally, producers in this space charge significant fees—anywhere from $1,500 to $13,000 per track—and retain ownership of the music. The students, in turn, promote the song as part of their brand, helping it go viral.

What have we done?

Our approach leverages AI to produce high-quality songs at a fraction of the cost, offering brand association rather than ownership. This model allows us to provide top-notch music while maintaining a viable business. We have already made our first sales, associating group names with songs and integrating these names into the lyrics and titles. This venture demonstrates how generative AI can compete with and even surpass traditional music production methods. It’s a significant development because it shows that AI-generated music can take market share from traditional musicians, which is both perplexing and highlights the need for the industry to adapt.

The broader implications

The music industry is currently grappling with the rise of generative AI. Despite numerous efforts to ethically train generative music AIs—efforts that are both admirable and necessary—the quality often falls short compared to companies like Suno and Udio. While I do not condone their methods and support the lawsuits against them, it is important to recognize the significant impact these companies are likely to have on the creative industries.

As someone who has been both a songwriter and a producer, I’ve identified a major pain point in the music creation process: it is extremely time-consuming. Typically, only one out of every twenty songs has a placement opportunity. For a songwriter who writes one song a day, it could take twenty days to produce something that justifies the time and effort invested. This reality presents a huge challenge, particularly for songwriters who struggle to make a living from their craft. It often takes years of hard work and perseverance to reach a point where their music can support them financially, and even then, there is no guarantee of significant returns compared to a traditional job.

Generative AI stands to change this dynamic dramatically. One of the most significant benefits I’ve observed is the speed at which AI can help generate ideas. Over the past four months, I have created around 3,000 songs using Suno, testing the boundaries and exploring the potential of AI in music creation. What I have found is that AI can significantly expedite the idea generation process. For example, I can take a well-crafted lyric and use AI to explore multiple directions for production and melody quickly. This capability is particularly valuable in the early stages of songwriting, where having a clear direction can make all the difference.

By using AI, songwriters can create high-quality demos quickly and cheaply, allowing them to better understand the potential of their songs. This is a game-changer because one of the barriers to getting song placements is the cost and time involved in producing demos. With AI, songwriters can generate multiple high-quality ideas in a fraction of the time it would take using traditional methods. This increased efficiency could significantly improve the chances of getting song placements and ultimately different types of songwriters make a living from their music.

Ethical considerations

It’s also important to clarify that we do not register any songwriters’ copyright on these songs. It would be unethical to do so when we cannot ascertain who exactly contributed to the melody, arrangement, and production. We support AI:OK in these efforts!

Why am I doing this?

As an entrepreneur running a venture studio, I have a responsibility to explore new technologies and their impact on the industries we operate in. I believe that leaning into AI and understanding its potential is crucial for the future of music. By engaging with these technologies, we can better prepare for their inevitable influence and ensure that we are at the forefront of innovation.

I recognize that this development is controversial. Many in the music industry are wary of AI, and rightfully so. There are significant ethical and legal questions that need to be addressed. For instance, we have been in contact with lawyers to navigate the complex legal landscape surrounding AI-generated music. However, I believe that by confronting these issues head-on and engaging in open dialogue, we can shape the future of music in a way that benefits both creators and consumers.

Additionally, the russmusikk genre itself is often viewed with skepticism and controversy. It’s a genre that isn’t traditionally held to high ethical standards and is primarily about partying and enjoying the moment as 18-year-olds. This cultural context makes it an ideal space to introduce AI-generated music without significant pushback from the public.

Looking ahead

In the long run, we need to understand how we, as entrepreneurs, can create opportunities for artists to use AI for telling great stories. Can we more effectively launch artist careers? Are there certain genres we can more effectively monetize and create? We envision an augmented artistry where AI acts as an extension of the artist, enhancing their uniqueness and context. The future of music lies in this synergy between human creativity and AI capabilities.

Amplitude Ventures, our venture studio, is deeply involved in this innovation. We are working with early-stage music tech companies, helping them position themselves for investment and financing. We assist in building and communicating viable business models to attract investor capital. While we have a waitlist, we welcome inquiries from companies needing support in these areas.

We have significant media coverage already, with articles out now and more national media to come in the coming days with the release of the song on Friday. I’ll link the song in the comments for you to listen to and form your own opinions.

I understand that this is controversial, and I might receive significant pushback from this LinkedIn post. However, I believe it is essential to explore and understand the future of the music industry. As someone with a long career ahead, I intend to take charge in my way by commercializing business opportunities in music.

I invite all of you to join the conversation. Let’s discuss the pros and cons of generative AI in music, explore the potential consequences, and consider how we can navigate this new landscape ethically and effectively. I believe that by working together, we can harness the power of AI to enhance creativity and innovation in the music industry.