Records labels must provide permission and payment in accordance with the proposed agreement before songs including computerised renditions of artists’ voices are released.
Worker protections against the use of artificial intelligence (AI) and increased minimum salaries were secured through a preliminary deal reached by entertainment industry employees with major record companies such as Warner Music Group and Sony Music Entertainment.
The “Sound Recordings Agreement” includes the years 2021–2026 and has been approved unanimously by the executive committee of SAG-AFTRA, which represents approximately 160,000 actors and media professionals, according to a statement on the website of the Hollywood actors’ union, Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA).
The proposed deal with record labels requires consent and payment before releasing songs featuring digital copies of artists’ voices. This is because the music industry is facing the challenge of songs created by generative AI, which allows internet users to easily replicate the voices of artists — often without the artists’ permission. Under this agreement, SAG-AFTRA claims that the phrases “artist,” “singer,” and “royalty artist” refer only to human beings. The agreement also includes increases to health and retirement benefits and the percentage of streaming revenue that is subject to contributions. In the upcoming weeks, members are expected to cast their final vote of ratification.
The deal was reached at a time when AI technology is a big worry in the entertainment industry and will likely dominate talks between major studios and SAG-AFTRA in 2023. Negotiations resulted in a contract deal in November after months of strikes.
Duncan Crabtree-Ireland, chief negotiator and national executive director of SAG-AFTRA, feels that the fundamental source of music should always be real human expression and lived experiences. The protection of our members is guaranteed by this agreement. The creative process can be aided by technology, but true human expression and experience are the foundation of music.
SAG-AFTRA and Replica Studios, a provider of AI voice technology, came to an additional agreement in January on the usage of AI voices in video games. Performers will be able to refuse “continued use” of their voices in “new projects” and give their assent, negotiate with the AI business, and withdraw from the arrangement.
AI filmmaking has a lot of promise, particularly for virtual filmmaking. It provides economical pricing and lifelike setups. This technology has the power to totally change the filmmaking process because of its increased creative flexibility and less production expenses. In spite of its revolutionary potential, the AI protection agreement seeks to guarantee equitable recognition for industry participants.