ElevenLabs strikes first major label deal to launch AI-powered music platform with UMG

Universal Music Group and AI firm ElevenLabs have partnered for a multi-year licensing agreement and wider strategic collaboration, with plans to launch a new AI-powered music platform and AI audio products for artists.

The new deal marks ElevenLabs’ first with a major label, and is said to reflect a shared belief that “AI-enabled music innovation should be built responsibly, respect human artistry, and enable artists and songwriters to share in the value created”, as per a press release shared with MusicTech.

The new music creation platform, which is currently in development, will be built on licensed music and artist participation. Details at this time are scarce, but it will “give fans new ways to co-create with music from participating artists and songwriters”, including remixes, new track interpretations, and personalised vocal experiences.

The agreement also includes the development of additional products and fan experiences in the months and years to come. The new platform will be distinct and offered separately from ElevenLabs’ existing Music API music models and the Eleven Music creation app.

“The most exciting possibilities for AI and music are those that put artists, songwriters, and fans at the centre. UMG and ElevenLabs are aligned that responsible AI can inspire discovery, deepen engagement between artists and fans, and unlock new revenue opportunities for the creative community,” says Sir Lucian Grainge, Chairman & CEO, Universal Music Group.

“ElevenLabs’ leadership in AI audio brings a new dimension to our growing ecosystem of partners committed to expanding what’s creatively and commercially possible for human artistry.”

ElevenLabs cofounder and CEO Mati Staniszewski, adds: “AI opens up incredible possibilities for interacting with our favourite music and artists. By combining UMG’s global community and rights management expertise, with our AI models and products, we’ll enable artists and songwriters to create powerful new experiences for their fans, and ensure they are fairly compensated.”

Both UMG and ElevenLabs have been expanding their horizons with new collaborations over the past couple of years. While ElevenLabs partnered with Splice earlier this year on new AI tools, UMG has been going all out on a number of significant deals involving AI.

UMG has already joined forces with Spotify on an AI-powered remix feature, with chipmaker giant NVIDIA to pioneer “responsible AI” for music discovery, and also with Splice – just to name a few examples.

Learn more about ElevenLabs and Universal Music Group.

Rachel is a DIY musician who began learning guitar and keyboard from her bedroom at 14. She has written news and features for MusicTech since 2022, and also has bylines across Kerrang!, Guitar.com, and The Forty-Five. Though a lover of heavy music, her guilty pleasure is 2000s pop.