During the "Creator Boom: How the Industry Can Transform" panel at SXSW, singer Jvke and SoundExchange's president and CEO Michael Huppe discussed artists' rights, AI and what it's like in today's digital industry.
Huppe disclosed that SoundExchange paid out over a billion dollars to artists last year that would not have been paid otherwise. This type of payment can be make-or-break to the 'middle class' of artists who were previously left out of the compensation pool.
Jvke spoke a bit about his process, how he used TikTok and other platforms to get his music in front of the right audience via algorithms. Will he be signing to a label? Not any time soon. He also disclosed that he will probably just be releasing songs versus a full album in the future, noting that previous models were that an artist would release an album and have the pressure to make sure everything was, 'just right,' before releasing, whereas he can release something and see if his fans are into it before deciding to make it go officially 'live.'
The panel then discussed plans for the future of music with AI: Will Jvke use AI in the future with his music? "Absolutely."
Jvke said he is looking forward to AI taking over those 'menial' tasks that are burdensome, when all he really wants to do is be in the studio making music. He also said he perhaps will allow AI to create some lyrics or chords and then he will tweak them or 'add to them' and build on what AI has created for him, as he said he thinks that's what artists are doing already, 'receiving all of this input and then exporting something creative from that data.'
Huppe also spoke about Web3 and the possibilities for artists to reach audiences in that space. Jvke said he's open to virtual touring also so that he can reach more fans without the burnout real-life touring often brings.