Musician Sharon Den Adel from the Dutch metal powerhouse WITHIN TEMPTATION discussed the singer’s decision to utilize artificial intelligence technology in creating the visuals for their recent tracks “Bleed Out” and “Wireless” during a recent interview with German television channel Radio Bob! Prior to adopting AI for their video production, Sharon expressed (as transcribed by BLABBERMOUTH) concerns about the various risks it presents, ranging from minor to potentially existential. She also echoed the sentiment that technology often outpaces regulatory frameworks, highlighting the need for laws to govern responsible use of such tools to prevent harm. However, she acknowledged that once innovation is unleashed, it can be challenging to control, drawing parallels to the shifts brought about by the industrial revolution. Embracing change and adapting to new technologies, though daunting, becomes imperative in navigating the evolving landscape.
Reflecting on their video production process, she elaborated, “What we did with our video, truly, we worked with the same number of people. As long as there is a solid script, we involved the film crew, director, and scriptwriter as usual. The only addition was an AI specialist throughout the entire process. Achieving the final result took us 1.5 months, a considerable timeframe, especially considering our meticulous approach to avoid discrepancies in the video or lip-sync issues.” She recounted an instance with the video for “Wireless,” where an AI-generated anomaly led to unexpected visual quirks, underscoring the complexities of working with AI and the iterative nature of refining the output to align with creative vision.
Despite the extended production timeline compared to traditional methods, Sharon emphasized the value of exploring this new avenue for creative expression and the collaborative process of evaluating its outcomes. She commended the AI specialist’s dedication and the unique perspective AI brought to their artistic endeavors, acknowledging the departure from their usual creative process. The integration of AI opened doors to novel possibilities, enabling the team to experiment and innovate in ways previously constrained by time and resources.
Notably, Sharon shared a realization that many creative professionals, including their longstanding collaborators, have begun incorporating AI into their work, signaling a paradigm shift in creative industries. The versatility of AI offers boundless opportunities to push artistic boundaries and realize projects that were once impractical due to constraints. While the accessibility of AI streamlines certain aspects of creation, Sharon underscored that the process remains intricate and demands dedication to harness its full potential effectively.
The latest track by WITHIN TEMPTATION, “Bleed Out,” was released in October, alongside other singles like “The Purge,” “Entertain You,” “Wireless,” and “Don’t Pray For Me” featured on the album.
Looking ahead, WITHIN TEMPTATION is gearing up for a headline tour across Europe in the fall of 2024, marking a return to indoor venues post their successful “Worlds Interact” tour, which included joint performances with EVANESCENCE. Their previous tour in 2022 saw them grace iconic European stages, including The O2 in London.
