Deezer's AI Music Move: A Win for Artists & Platforms?

The music industry is undergoing a seismic shift, driven by the rapid advancement of artificial intelligence (AI). While AI offers exciting new possibilities for music creation, it also presents significant challenges, including copyright infringement, fraudulent streaming, and the potential devaluation of human artistry. Last year, Deezer took a bold step by introducing an AI detection tool designed to identify and flag fully AI-generated music. Now, they’re extending this technology to other streaming platforms, aiming to foster transparency and protect the interests of musicians. This move raises a crucial question: is Deezer’s initiative a genuine win for both artists and the platforms themselves?

The Rise of AI-Generated Music and the Problem of Fraud

The proliferation of AI music generators like Suno and Udio has led to an explosion of AI-created tracks. Deezer reports a staggering 60,000 AI tracks are uploaded daily, totaling a massive 13.4 million AI-detected songs. This is a significant increase from June of last year, when AI-generated music accounted for 18% of daily uploads – over 20,000 tracks. However, a substantial portion of this content is problematic. Deezer’s data reveals that a concerning 85% of streams from fully AI-generated tracks are deemed fraudulent.

This fraud takes various forms, from bot-driven streaming to the exploitation of royalty systems. In a recent case, a North Carolina musician was charged by the Department of Justice (DOJ) with using bots to generate billions of streams for AI-created songs, resulting in over $10 million in stolen royalties. The emergence of AI “bands” like The Velvet Sundown, accumulating millions of streams, further highlights the issue.

Deezer’s AI Detection Tool: How it Works and its Accuracy

Deezer’s AI detection tool is designed to identify music created by major generative models, including Suno and Udio. The company claims an impressive 99.8% accuracy rate in identifying AI-generated tracks. Beyond simply flagging the content, Deezer takes several key actions:

• Removal from Recommendations: AI-generated tracks are excluded from algorithmic and editorial recommendations, ensuring human artists receive greater visibility.
• Demonetization: The tool prevents AI-generated music from earning revenue.
• Exclusion from Royalty Pool: AI-generated tracks do not contribute to or receive from the royalty pool, ensuring fair compensation for human musicians and songwriters.

Expanding Access: Offering the Tool to Other Platforms

Recognizing the industry-wide nature of the problem, Deezer is now offering its AI detection tool to other streaming platforms. According to Deezer CEO Alexis Lanternier, there has been “great interest” in the tool, with several companies already conducting “successful tests.” One notable early adopter is Sacem, the French management company representing over 300,000 music creators and publishers, including prominent artists like David Guetta and DJ Snake.

While Deezer hasn’t publicly disclosed pricing information, a spokesperson indicated that the cost will vary depending on the specific agreement. This flexible approach suggests Deezer is aiming to make the tool accessible to a wide range of platforms, regardless of size or budget.

Industry Reactions: From Bans to Licensing Deals

The response to AI-generated music has been varied across the industry. Bandcamp took a hardline stance, completely banning AI-generated music from its platform. Spotify, on the other hand, has updated its policies to address the rise of AI tracks, focusing on clarifying AI usage in production, reducing spam, and prohibiting unauthorized voice clones.

Interestingly, major record labels have adopted a more pragmatic approach. Universal Music Group (UMG) and Warner Music Group (WMG) have both struck deals with Suno and Udio to license their music catalogs. These agreements aim to ensure artists and songwriters are compensated when their work is used to train AI models, acknowledging the potential benefits of AI while protecting intellectual property rights.

The Importance of AI Training Data Transparency

A core concern revolves around the use of copyrighted material to train AI models. The licensing deals between UMG, WMG, and AI startups represent a step towards addressing this issue, establishing a framework for fair compensation and acknowledging the value of existing musical works. However, ongoing vigilance and robust enforcement mechanisms are crucial to prevent unauthorized use of copyrighted material.

Deezer’s Commitment to Transparency and Ethical AI

Deezer’s proactive approach to AI extends beyond detection and licensing. In 2024, the company became the first music streaming platform to sign the global statement on AI training, joining a coalition of creatives advocating for responsible AI development. This commitment demonstrates Deezer’s dedication to ethical AI practices and its support for the creative community.

The Future of AI and Music Streaming: Challenges and Opportunities

The integration of AI into the music industry is inevitable. AI tools can empower artists with new creative possibilities, streamline production processes, and personalize the listening experience. However, it’s crucial to address the challenges posed by AI-generated content, including fraud, copyright infringement, and the potential displacement of human artists.

Deezer’s decision to offer its AI detection tool to other platforms is a significant step towards establishing a more transparent and equitable ecosystem. By fostering collaboration and promoting responsible AI practices, the industry can harness the power of AI while safeguarding the interests of musicians and ensuring the continued vibrancy of the music landscape.

Will Deezer’s Move Set a Precedent?

The success of Deezer’s initiative hinges on widespread adoption by other streaming platforms. If more companies embrace similar AI detection and filtering mechanisms, it could significantly reduce fraudulent streaming and protect the revenue streams of human artists. Furthermore, continued dialogue and collaboration between artists, labels, streaming services, and AI developers are essential to navigate the evolving landscape of AI and music. The future of music may well depend on finding a balance between innovation and fairness, ensuring that AI serves as a tool to enhance, rather than replace, human creativity.

The move by Deezer, and the subsequent interest from companies like Sacem, signals a growing awareness of the need for proactive measures. Whether this translates into a widespread industry standard remains to be seen, but the conversation has undoubtedly begun. The stakes are high, and the future of the music industry hangs in the balance.