Earlier this month, 760 stations under the ownership of iHeartMedia collectively supported a new single: The Beatles’ “Now and Then.” This move was unexpected given that the band disbanded in 1970 and two members are no longer alive. The genesis of “Now and Then” dates back to a home recording by John Lennon many years ago. Recent advancements in AI-powered audio technology facilitated the isolation of the demo’s vocal and piano components, allowing the surviving Beatles to build a complete track around them, generating significant excitement among fans.
According to Arron Saxe, who manages various estates such as Otis Redding’s and Bill Withers’s, the extensive buzz surrounding The Beatles dominated popular culture discussions for three days. This surge in attention greatly benefits the estates of John Lennon and George Harrison, as well as the current status of the two surviving legends.
For many individuals, 2023 signifies the moment when artificial intelligence technology transitioned from science fiction to an integral part of daily life. While AI tools have the potential to revolutionize various sectors of the music industry, they hold particular intrigue for those overseeing the legacies and catalogs of deceased artists.
The utilization of AI presents unique opportunities and challenges for estate managers. As AI capabilities improve, the ability to amalgamate existing materials into new, authentic-sounding creations becomes more feasible. Natalia Nataskin, Chief Content Officer for Primary Wave, highlights the evolving role of AI in estate management, noting its potential impact on estate valuation based on available assets.
Managing an estate involves seeking revenue-generating opportunities, especially for clients who are no longer present. As Arron Saxe emphasizes, the key is to navigate these opportunities cautiously to avoid compromising the integrity of the artist’s legacy. Jeff Jampol, who oversees the estates of The Doors, Janis Joplin, and others, stresses the importance of protecting the legacy and being vigilant when exploring new ventures.
To address the complexities surrounding AI integration, WME established an AI Task Force to educate agents on various platforms and tools. Chris Jacquemin, WME’s Head of Digital Strategy, underscores the collaborative effort between different divisions within the agency to navigate the legal and strategic implications of AI utilization.
While the use of AI to recreate a star’s speaking voice is relatively straightforward, replicating a singing voice requires access to a substantial amount of the artist’s recordings, necessitating consent from multiple rights holders. Industry professionals caution against AI-generated creations without proper approval, emphasizing the need to preserve the artist’s authenticity and legacy.
Despite the potential of AI in music, industry experts remain cautious about its widespread adoption. Mary Megan Peer, CEO of peermusic, expresses reservations about attributing new creations to deceased artists without their explicit approval. The global perspective on AI experimentation varies, with companies like Tencent Music Entertainment in China exploring AI-generated vocal tracks from deceased singers.
At present, Primary Wave focuses on leveraging AI for enhancement rather than creating entirely new content. Paul McCartney clarified that AI technology was used to refine existing recordings for “Now and Then,” dispelling any misconceptions about synthetic creations. The gradual integration of AI in music production has already demonstrated transformative potential, enabling tasks such as stem separation for remixing and restoration purposes.
The responsible use of AI technology in music presents both challenges and opportunities for estate managers and industry professionals. As the landscape continues to evolve, the careful balance between innovation and preservation remains paramount in honoring the legacies of iconic artists.
