GRAI believes AI can make music more social, not replace artists

GRAI's AI music platform focuses on fan-led remixing, aiming to enhance social interaction around music rather than replacing human artists. | Contesto: cronaca

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• GRAI believes AI can make music more social, not replace artists

Contesto

In a move challenging the prevailing narrative of artificial intelligence as a creator of original music, London-based startup GRAI has launched a platform predicated on a different vision: that fans primarily want to interact with and reshape existing songs, not generate entirely new ones from scratch. The company's co-founder, Leo Trott, revealed the platform's first partnership with electronic artist salute, allowing fans to deconstruct and reassemble elements of his track "Peach." This initial foray, announced this week, marks a deliberate shift in the AI music conversation from pure generation to participatory social experience. The core of GRAI's technology is a sophisticated audio separation engine. Unlike generative AI models that create novel melodies and lyrics, GRAI's system is designed to 'listen' to a licensed song and isolate its core components—such as vocals, drums, basslines, and synth layers—into individual, editable stems. Users can then manipulate these stems within a simplified digital audio workstation directly in their web browser, adjusting levels, applying basic effects, and rearranging sections to create personalized versions. "We're not about typing 'make a pop song' and getting a result," Trott explained. "We're about giving people the tools to play with the music they already love." This philosophy emerges from extensive user research conducted by the GRAI team. Their findings suggest a significant gap in the market. While headline-grabbing AI song generators have sparked both fascination and fear within the music industry, GRAI's surveys and prototype testing indicated that most casual listeners felt little desire to become prompt-based composers. Instead, a strong latent demand existed for more accessible, creative engagement with favorite artists' work—a digital extension of the longtime fan practices of making mixtapes or sharing covers. The startup believes its remix-centric model better aligns with these organic, social music behaviors. The implications for artists and rights holders are notably different from those posed by generative AI. GRAI operates on a licensing model, securing direct permissions from artists and labels...

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Categoria: cronaca