ChatGPT is a chatbot powered by artificial intelligence that is knocking on Spotify’s door. ChatGPT utilizes Endel’s sound engine that is trained on thousands of in-house “stems” to create personalized, dynamic soundscapes for listeners, taking into account real-time variables such as heart rate, temperature, and time of day. It is even possible to program features like sticking to the C-major scale. The album ‘While Wind Down’ carries Blake’s name and face, however, the finale of the album was created using Endel’s technology as opposed to being made entirely by hand by Blake.
The use of Endel’s technology has caused concern amongst record labels and streaming platforms, due to the potential fracturing of the market and potential wealth and power imbalance between streaming services, artists, and labels. Universal Music Group even went as far as to demand that streaming platforms take action against AI services that are attempting to scrape the back catalogues of their artists.
Endel is trying to make it clear that AI services like ChatGPT are not meant to replace artists like Taylor Swift or the Weeknd, but to create ancilliary content such as alternate versions of existing music in the spirit of Artist Brian Eno. There might come a point where ChatGPT is able to create music from scratch, but for now Endel is focusing on providing music for tasks such as rocking babies and providing soundtracks for adult listeners.
This year, Endel has established partnerships with Amazon and Canadian electronic artist Grimes to create their AI Lullaby, and continues to grow in popularity with more than 2 million monthly listeners across all streaming platforms. This type of progress is concerning for record labels and the record-producing industry, as it has the potential to transform the future of the music industry. It is yet to be seen if these platforms will be replace humans, or if they will have a supporting role in an artist-centric music streaming industry – as well as the implications on the level playing field of the music industry this might have.
