AI music company Suno has been on the bleeding edge of some of the most dubious AI music activity since its inception, giving anyone the ability to make a song in a matter of seconds by aggregating data stolen from actual musicians and copyright holders, which is the reason the company is currently being sued by multiple major labels and independent artists. Everything they’re doing is clearly illegal. But under the idea that you can’t make an omelette without breaking some eggs, Suno’s soldiering forward.
Suno’s stupid ads complaining about how “hard” it is to make and learn music, and how “anyone” can now become a musician with their tech are especially galling. The CEO Mikey Shulman infamously said recently, “It’s not really enjoyable to make music now… it takes a lot of time, it takes a lot of practice, you have to get really good at an instrument or really good at a piece of production software. I think the majority of people don’t enjoy the majority of time they spend making music.”
Such a shortsighted take on not just music and on being a musician, but on life in general.
AI musicians and AI music companies, and AI in general with its intrusive data centers have become extremely unpopular with the general public, especially with younger people who are seeing their futures mortgaged via the technology. But the hubristic notions of companies like Suno make them believe it’s all simply a public relations issue. They just need to signal more properly, and then the public will be on board.
It’s under this false pretense that Suno has just launched perhaps its most sinister campaign yet that is attempting to exploit independent and up-and-coming artists, and tug at the heartstrings of the independent music community. They’re doing it through a so-called incubator program called “Spark.”
Announced on Thursday (6-25), the company says,
“Making it as an independent artist isn’t easy. Every day, we meet talented artists with great ideas, unique perspectives, and a clear vision for their music, but who may not have the resources or connections to take the next step. At Suno, we want to help create a future where more artists have the opportunity to develop their craft, find their audience, and build sustainable creative careers. That’s why we’re launching Spark, a new incubator program designed to help independent artists bring their music projects to life through grants, mentorship, and dedicated marketing support.”
But of course, all of this is going on within the AI-generated music universe, encouraging these independent artists to utilize the company’s AI tools to write and develop songs.
The fact that the company thinks they can get away with selling the public on the idea that they’re here to support the very independent artists their technology is undercutting is quite hilarious. But the thing is, there are many independent artists out there with big dreams that are so desperate for any support or opportunity, they will take Suno’s dirty money and dubious “mentorship” in a heartbeat, and then turn around and give testimonials about how much Suno helped them and their career, while the whole time they’re eroding the entire musical ecosystem for themselves and everyone else.
“Spark” really is a double dose of twisted evil by Suno, almost so much so that you have to tip your hat to them. But most artists with any level of scruples will see right through this new program, and refuse Suno’s “help” built from bilking actual artists and their catalogs with no credit or recourse.
The news comes as Suno recently announced a new $400 million line in funding, and a $5.4 billion total market valuation. That doesn’t sound very “independent.”
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