Universal Music Strikes Strategic Deal With “Ethical AI Music Company” Klay Vision

Universal Music Group, led by chairman and CEO Lucian Grainge, is teaming up with L.A.-based AI music company Klay Vision on what they described as “a pioneering commercial ethical foundational model for AI-generated music that works in collaboration with the music industry and its creators.”

Klay is positioning itself to become “the backbone for a new era of innovation, powering new products and experiences, committed to the premise that AI can bolster and grow musical creativity and human artistry,” the partners said. Monday’s press release even called Klay an “ethical AI music company.”

The two companies said that they share “the conviction that state-of-the-art foundational AI models are best built and scaled responsibly through constructive dialogue and consensus with those responsible for the artistry that shapes global culture.” They added: “Building generative AI music models ethically and fully respectful of copyright, as well as name and likeness rights, will dramatically lessen the threat to human creators and stand the greatest opportunity to be transformational, creating significant new avenues for creativity and future monetization of copyrights.”

Klay is led by executives from the fields of music and technology, including music producer and tech visionary Ary Attie, Thomas Hesse, the former president of global digital business at Sony Music Entertainment, and Björn Winckler, who is set to join the firm soon from Google Deepmind.

“Klay is committed to serving artists and songwriters and those who support them, including music publishers and labels, distributors, and other rights holders across the major and Indie label landscape,” the company said. “Klay is developing a global ecosystem to host AI-driven experiences and content, including accurate attribution, and will not compete with artists’ catalogs in traditional music services.”

Michael Nash, executive vp and chief digital officer of Universal Music Group (UMG) said the music giant was excited “to explore new opportunities and ethical solutions for artists and the wider music ecosystem, advancing generative AI technology in ways that are both respectful of copyright and have the potential to profoundly impact human creativity. UMG has always endeavored to lead the music industry in driving innovation, embracing new technologies and supporting entrepreneurship while protecting human artistry.”

Added Attie, founder and CEO of Klay: “Research is critical to building the foundations for AI music, but the tech is only an empty vessel when it doesn’t engage with the culture it is meant to serve. Klay’s obsession is not just to showcase its research innovation but to make it invisible and mission-critical to people’s daily lives. Only then can music AI become more than a short-lived gimmick. Our great artists have always embraced the newest technologies – we believe the next Beatles will play with Klay.”

Klay said it is developing a new Large Music Model (KLayMM) to advance state-of-the-art music AI. “The company is currently in stealth but plans to launch in the coming months with a product that will revolutionize the way people think about music, presenting a new, intuitive music experience,” it added.

On Friday, UMG launched Brenda Lee’s Rockin’ Around The Christmas Tree in Spanish for the first time using SoundLabs AI technology, fully approved by the artist.

Universal has been partnering with new AI companies committed to respecting and helping to maximize the commercial impact and reach that responsibly trained AI can bring to artists. Its deals have come with the likes of YouTube/Google, ProRata.AI, Endel, SoundLabs, BandLabs, and Roland.

UMG is also in litigation with Anthropic AI, as well as being part of an industry-wide action against Suno & Udio.