Universal Music Group has struck a new partnership with NVIDIA, positioning the collaboration as a step towards what the companies describe as more “responsible” uses of AI across music discovery, creation and fan engagement.
Under the agreement, NVIDIA’s AI infrastructure will be paired with Universal’s catalogue of millions of tracks to enhance how music is created, discovered and experienced by audiences globally.
The two companies will also collaborate on research and development focused on supporting human creativity while protecting rightsholder compensation.
AI will be utilised to elevate discovery, engagement, and consumption beyond current search and personalisation constructs. The companies will pursue new approaches to leverage AI to protect artists’ work and ensure proper attribution for music-based content.
Ground-breaking partnership
“We’re excited to establish this ground-breaking strategic relationship which unites the world’s leading technology company with the world’s leading music company in a shared mission to harness revolutionary AI technology to dramatically advance the interests of the creative community and the role of music in global culture,” said Lucian Grainge, Chairman and CEO of Universal Music Group.
“We eagerly embrace the opportunities that AI presents, and the fact that NVIDIA is choosing to take a leadership position in the tech industry in their commitment to responsible AI principles is critically important. We look forward to working closely with NVIDIA to direct AI’s unprecedented transformational potential towards the service of artists and their fans as we work together to set new standards for innovation within the industry, while protecting and respecting copyright and human creativity.”
Universal’s Music & Advanced Machine Learning Lab (MAML) previously trained its models using NVIDIA’s AI infrastructure.
The collaboration will employ both companies’ research capabilities, establishing creative laboratories that foster comprehensive input from artists, songwriters, music labels and publishers, in part by leveraging Universal’s world-class studio operations such as Abbey Road Studios in London and Capitol Studios in Los Angeles. In addition, Universal will use NVIDIA’s AI infrastructure to develop responsibly trained AI-driven business and creative processes.
Throughout the collaboration, NVIDIA will work with Universal and its artists to obtain in-depth feedback on product development that will empower established artists to engage with their fans in more profound, more interactive ways, while also providing emerging artists with unprecedented opportunities to be discovered and connect with new audiences worldwide.
“We’re entering an era where a music catalogue can be explored like an intelligent universe – conversational, contextual, and genuinely interactive,” said Richard Kerris, VP/GM of Media at NVIDIA.
“By extending NVIDIA’s Music Flamingo with UMG’s unmatched catalogue and creative ecosystem, we’re going to change how fans discover, understand, and engage with music on a global scale. And we’ll do it the right way: responsibly, with safeguards that protect artists’ work, ensure attribution, and respect copyright.”