Last month, Canadian singer, songwriter and record producer Grimes launched a new AI project in beta, inviting users to create songs using her voice in exchange for a 50% share of the master recording royalties.
Called Elf.tech, Grimes’ AI project requires creators to have “the legal right to all elements of their distributed recording,” except for the ‘GrimesAI-1 voiceprint.’
Grimes partnered with Los Angeles-based design and development studio CreateSafe to launch the project.
On Monday (June 12), TuneCore, owned by Paris-based Believe, announced that it has partnered with CreateSafe and Grimes to let TuneCore artists distribute collaborations created through Grimes’ Elf.Tech AI to all major streaming platforms.
Founded in January 2018, CreateSafe’s previous products include the ‘Record Deal Simulator’ and Droplink, and has worked with artists including Grimes, DJ Snake, Lady Gaga, Lil Nas X, Take a Daytrip, and Dom McLennon.
Elf.tech is a prototype white label of CreateSafe’s Triniti platform, described as an AI-driven platform that the company claims “revolutionizes the way music is managed, distributed and marketed”.
According to a media statement, through the partnership with TuneCore, Grimes “is able to consent to use of her voice in other creator’s releases, have control of the content that is distributed, and participate in the revenue from those releases at scale”.
Described as a “pilot program”, the partnership will allow “artists and fans” to use Elf.Tech to upload pre-recorded a Capellas or record their own original vocal tracks and transform them into a ‘GrimesAI voiceprint,’ which can be exported and included in the creator’s original compositions.
Those tracks can then be uploaded to TuneCore with GrimesAI as a main or featured artist at a 50% royalty split between Grimes and the creators, but only once Grimes has approved the collaboration.
TuneCore says that it “will review the content to ensure it adheres to DSP guidelines, validate accurate royalty splits and ultimately distribute the music to streaming platforms around the world”.
According to the companies, the Elf.Tech model for developing Grimes voiceprint “has been trained exclusively on vocals and content that Grimes owns” and “GrimesAI does not claim any ownership of the sound recording or the underlying composition (unless that composition is a cover of a Grimes song).”
The press release notes that parent company Believe Group’s “greater AI strategy” is “based on five principles: consent, control, adding value, sharing value, and properly identifying all AI-assisted tracks”.
“The use of AI allows artists to enhance their creativity, build a deeper relationship with their fans through co-creation, and establish a new revenue stream.”
Andreea Gleeson, TuneCore
Andreea Gleeson, CEO, TuneCore said: “The use of AI allows artists to enhance their creativity, build a deeper relationship with their fans through co-creation, and establish a new revenue stream. It also expands the pool of music creators by making it easier for people to create music.
“By joining forces with Grimes and CreateSafe, TuneCore becomes a first mover in the space, providing artists the opportunity to engage with AI technology in an innovative, streamlined process that provides tangible value and enables consent, control and revenue splits at scale. Going forward we’re eager to explore similarly innovative initiatives on behalf of our artists.”
“Through this unique pilot partnership, I can consent to the use of my voice in other creators’ releases, share revenue and easily distribute everyone’s work.”
Grimes
Grimes added: “Very stoked to be working with CreateSafe and TuneCore to enable their users to distribute collaborations with GrimesAI to all major streaming platforms!
“Through this unique pilot partnership, I can consent to the use of my voice in other creators’ releases, share revenue and easily distribute everyone’s work. Excited to be trying new things.”
“In partnering with TuneCore, we’re bridging the gap between the traditional music business and the future, streamlining cumbersome processes and reducing costs for the next generation of creators.”
Daouda Leonard, CreateSafe
Daouda Leonard, CEO, CreateSafe said: “Elf.Tech is the first showcase of our TRINITI operating system, a landmark platform for generative music AI.
“It empowers artists to train AI on their audio, visual, and literary IP, codifying and protecting their creative DNA and opening up pathways for other artists and fans alike to make new works that directly attribute and compensate the original source.
“In partnering with TuneCore, we’re bridging the gap between the traditional music business and the future, streamlining cumbersome processes and reducing costs for the next generation of creators.”
Music Business Worldwide
