UMG makes another move towards ethical AI music practices in new partnership.

Universal Music Group (UMG) has taken another step in shaping the role of AI in music by partnering with stealth-mode startup KLAY. Founded by former Sony Music executive Thomas Hesse, producer Ary Attie, and AI expert Björn Winckler from Google DeepMind, Klay aims to create a “global ecosystem” of AI-driven music experiences focused on ethical practices.

In this partnership, UMG and Klay are positioning AI as a tool to empower musicians rather than compete with traditional music catalogs, providing attribution tools to protect artist rights and original works.

KLAY’s unique mission is already drawing attention; it’s part of Amazon’s AWS Generative AI Accelerator, where it focuses on creating a “foundational model for music” with the potential to shift production standards in AI. Co-founder Attie shared a bold vision for KLAY’s role in the industry, saying, “Our great artists have always embraced the newest technologies – we believe the next Beatles will play with KLAY.” This statement captures the company’s goal to harness AI innovation in ways that uplift and inspire creators rather than replace them.

UMG’s collaboration with KLAY fits into its broader “ethical AI” initiative, through which UMG has struck deals with a range of companies using AI responsibly. Partnerships with companies like Endel, SoundLabs, and BandLab show that UMG is not only embracing AI but actively shaping how it can benefit artists without threatening their rights. For example, SoundLabs’ work with licensed vocal models allows for creative transformations of iconic tracks, with Brenda Lee’s Christmas classic getting reimagined in Spanish recently.

The impact of UMG’s strategy goes beyond the major label sphere, setting a promising precedent for independent musicians as well. With KLAY, artists of all levels may soon have access to AI tools that help them explore new creative avenues without risking loss of control or revenue. As major players define “ethical AI,” independent musicians stand to benefit from innovations that offer new creative possibilities while safeguarding artistic integrity.

UMG’s choice to champion ethical AI aligns with its commitment to artists’ rights and reflects its understanding of AI’s powerful potential. Independent musicians should watch these developments closely, as they point to an industry future where AI could become a supportive partner in music creation rather than a competitive force.