From the first vinyl records to music streaming, from studio recording to digital audio workstations, technology has always shaped the way artists create and distribute their music. Today, generative AI is undoubtedly the technological development that will have the greatest impact on music artists in the years to come. At Believe, we think it is also one of the biggest creative opportunities in decades.
At a time when generative AI is rapidly gaining ground and is already influencing the entire music industry, we have chosen to take a resolute yet optimistic stance. We view generative AI as a tool that amplifies artists’ creativity and enables them to reach new heights.
We firmly believe that emotion, aesthetics, culture, and the creativity that comes from a human touch are essential to musical creation. We also believe that generative AI can be a powerful tool for creative development if it is shaped in a right, responsible way.
Driven by four core principles – consent, control, compensation, and transparency – Believe aims to become the reference partner for responsible innovation in the field of generative AI within the music industry in the next few years.
The choice in front of us is clear: we can either let AI evolve in an unstructured way and dilute value, or we can take control as an industry and unlock one of the greatest creative opportunities of our time. I genuinely believe that Gen-AI will democratize creativity. And out of that democratization will come new forms of very powerful music
Denis Ladegaillerie
Founder & CEO of Believe
To translate these principles into concrete actions, we have established key responsible partnerships with AI platforms, securing music licensing agreements with Udio and Elevenlabs, and we teamed up with Google to give artists looking to expand their creative horizons access to Flow Music, an AI-powered music creation tool.
While these partnerships are designed to help artists continue to grow, it is also essential that they retain control over their work and receive a fair share for their work. To this end, we have developed tools to detect music created using unlicensed generative AI models and systematically block its distribution. Because we see protection as a crucial first step to clear the path for genuine innovation.
The core mission of Believe has always been to support artists and labels in their development. As we journey through this technological revolution, a new priority has emerged alongside our primary one: to play a leading role in responsible innovation in generative AI. For we are convinced that this is the only way to build trust and unlock the potential of generative AI to create value for our artists and labels.
