Expert Advice: The Sound of A.I. in HollywoodActors and writers reached their agreement with A.I. What about sound designers?

After some long and painful fights, the issue of A.I.—at least for actors and writers—has been resolved. For the rest of us in Hollywood, however, the unpacking of A.I. has only just begun. Navigating the future of the sound design industry will depend on engineers and editors understanding how to maximize the capability and productivity of A.I. tools. 

While filmmaking and production were shut down for most of the year by the long and painful strike, the industry of Hollywood has continued to churn. Though the “Barbenheimer” craze over the summer cushioned the economic blow for some studios, the last six months have seen major Hollywood studios bend over backward to improve profitability. 

Studios direct-to-consumer offerings—streamers—have borne the brunt of these efforts; in this grand experimentation, everything from storytelling structure to pricing models have been on the table. Streamers have merged, shifted, and cut entire projects in an attempt to impress investors with their bottom line. 

It’s a reasonable concern, then, that having failed with the actors and writers, other, less powerful and more technical groups—such as sound engineering—may be on the line for A.I. replacement and the presumed associated cost savings. And it’s not necessarily a wild leap: it’s inevitable that A.I. will, as with other industries, dramatically shift what the workflow for sound engineers will look like.

Sound engineers looking to forge their future not only during these tumultuous times in Hollywood, but also in the “civilian” sector, need to be smart about how they deploy A.I. There are already tools available that can help us speed up our processes and projects. Two good examples:

• Sound cataloging and library management: Finding a specific sound in a sound library can be an incredibly time intensive process. I know that my own library is made up of over two terabytes of various sounds, and digging through it to find a specific one can take hours. There are A.I. tools on the market that can not only uncover a sound, but also generate timestamps inside each audio clip.

• Audio description mixing: Mixing for audio description can be a rote process. Clients have specifications they want met, and save for a bit of artistry, the process is fairly straightforward. A program’s audio needs to drop at a certain point before the narratives begin, and resume shortly after it ends. A.I. can automate the process, doing an effective first draft of the work, creating time for the engineer to check and fix any mixing issues after the first rendering. 

As in other industries, these tools offer methods of speeding up delivery and service, and will eventually become the standard practice. As cost savings continue to be a major priority for studios, expect to see A.I. technologies implemented to a greater and greater extent. 

But will sound engineers face an existential crisis as a result of A.I.? 

Yes—and no. 

As the more basic tasks of sound design— such as sound effects cataloging and audio description mixing—are outsourced to A.I. tools, other novice positions, like interns and PA roles, will likely dry up. If companies can find cost savings by using technology, they will, and the impact will likely be fewer roles for individuals just getting started and learning the business. 

At the same time, sound design—like many other post-production positions—is both an art and a science. The best among us have the technical skills needed to create a cohesive soundscape, while also having the artful ear that can create a character out of the audio. Part of being a sound designer is having the ability to translate a director’s vision into a rich and immersive sound experience. 

In an industry that runs on connections and creativity, removing the position of sound engineer likely won’t happen, especially at the highest levels. Certainly, the lower tier and newer streaming services—those who are just creating content for content’s sake—may turn to some emerging A.I. tools to churn out fast, good enough sound designs that simply gets the job done. As TikTok and TikTok-like mini productions grow in popularity, rapid turnaround will be prioritized over quality. 

But there will continue to be a happy medium for sound design and engineering. Work in this industry long enough, and you know that relationships are everything. Directors are on the lookout for partners who have the emotional sensibility and creativity to translate their vision, add to it, and produce something even better. 

The Oscar-winning directors of the world aren’t likely to give up that relationship soon, attached as they are to the individuals who help to drive the creative process alongside them. Similarly, independent artists and filmmakers, who are driven by creativity and passion, aren’t likely to pursue ease over art. 

Soft skills will still win the day for sound designers, but smart studios can, and will, start bracing themselves for an A.I.-driven future.

Smart move by #majors in #MusicBusiness.
Posted Reaction by PublMe bot in PublMe. “Major label reach on your terms”: ReverbNation and Warner Music partnership aims to empower emerging artists. ReverbNation, the artist opportunities platform of BandLab Technologies, has teamed up with Warner..."

Last Week in DIY & Indie Music: TikTok • Bandcamp • Playlist pitches • Threads • MoreThis week, our news, tips, and advice for independent and DIY artists covered TikTok, playlist pitching, Bandcamp updates, how to optimize your email marketing, what's changed with the Latin Grammys, and more.....
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New Music Industry Week In Review: Spotify news • TikTok ultimatum • MoreIt was a busy week by any definition, and the music industry was no exception. There was the news from Spotofy, the TikTok ultimatum, copyright regulations run amok, Mark Mulligan. Continue reading
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Country Artist Alli Walker And Manager Brad Turcotte Join Vector ManagementNashville’s Alli Walker, a rising country artist, has taken another significant step in her career as her manager, Brad Turcotte, signs with Vector Management. 

"Signing with Vector Management is an incredible milestone for my career,” shares Alli. “I'm thrilled to join their esteemed roster and work alongside Brad and the entire team. This partnership marks an exciting new chapter, and I'm looking forward to what lies ahead.” 

"We are excited to have Brad and Alli  join our Vector family,” says Jason Murray, President of Vector Management.  “We are looking forward to doing some great things together!” Brad Turcotte adds “Joining forces with Vector is the fifth gear that Alli needs, and the team that Ken and Jason have assembled are second to none.”

(L-R): Vector Management’s Brad Turcotte, Alli Walker, Jason Murray (President, Vector Management)Photo credit: Vector Management

In conjunction with this exciting announcement, Alli’s latest single, “Creek,” is available today via RECORDS Nashville. Fans can watch the visualizer, directed by Justin Key, HERE. Co-written by Alli along with April Rose Gabrielli, Jacob Kulick, and Gigi Rich, and produced by David Fanning, “Creek” captures the essence of Walker’s dynamic rock/country style, offering listeners an infectious anthem about embracing the country lifestyle, perfect for the summer season.

Alli is currently working on new music and gearing up for more tour dates. For additional information visit www.alliwalker.com 

Is it time to look for alternatives to TikTok to market music?There's a year and many lawsuits between now and when TikTok may be banned in the U.S. But a new report that TikTok owner ByteDance will shut down the app before it sells it does underscore the possibilty that this effective music marketing tool could disppear.....
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From the bidding war for Hipgnosis Songs Fund to ByteDance’s battle for TikTok in the US… it’s MBW’s Weekly Round-UpThe five biggest stories to hit our headlines over the past seven days…
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Bandcamp improves its Music DiscoveryBandcamp has added robust tag search and tag combinations as well as dark mode support to improve music discovery on the platform.....
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Music industry veteran Richard Stumpf launches Hawkeye Music PublishingNew company has named Round Hill Music as a strategic partner
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TikTok will shut down rather than sell to U.S. owner, Reuters reportsTikTok owner ByteDance will shut down the app rather than sell it if legal options fail to combat legislation to ban the app in the U.S., but the reasons behind. Continue reading
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"The worst get-rich-quick scheme in the universe" - #MusicBusiness

Songwriter Profile: Mama BLegacy Work

With over 20 years as an artist and music executive, Jacq Becker—under her moniker Mama B—is releasing a second children’s album, following the success of 2021’s collaboration, Zoology (which amassed 50+ million digital and 14+ million YouTube streams). Having performed as a pop artist at Los Angeles’ Hotel Café, The Mint, Harvelle’s, Room 5, etc., and shows in Sweden, Nashville, and the Caribbean, Becker has placements in major TV and film (including Top 5, Pretty Little Liars and Seven Days in Utopia), and leads prominent songwriter and publishing teams, helping artists develop their creative vision and monetize their work. 

First studying classical music before switching to jazz, then pop, Becker holds a deep love of lyrics and melody, emphasizing her affinity for ‘’timeless songs and energy,” and was drawn to Norah Jones and the idea of audiences sitting quietly and truly listening. First writing as a teen, her focus expanded to business in her 20’s, and she is passionate about helping women improve their music business and publishing education, and exploring options. Says Becker, “I get the pleasure of helping expand their business and shining light on songwriters and producers. I feel very lucky to be doing it.” To have a sustainable career in music, Becker advises a focus on learning about publishing, rights management, monetization, and exploring the organizations that manage it all.

Leading with melody, then tone of voice and production, Becker says that what resonates most in music for her is the collaboration, emphasizing the dramatic difference between the sound that comes out of a collaborative project versus the energy felt from constant ‘session-churning.’ “You can hear that trust in each other,” she says. “I listen for musicianship of the whole song (not just melody and lyrics) [and] how it came together.” In repeat collaborations, she says, “I trust their instincts. It’s [about] bringing the right people together with different skill sets that meld together.” See differences as an enhancement, not a threat, and when entering first-time collaborations, Becker says to be as prepared as possible by bringing a few concepts or lyrical ideas.

Struggling to find children’s music she could listen to when she became a mom, Becker felt she could add something and, inspired by the musings of her children and their friends, worked to make music from their perspective while adding contemporary production. Says Becker, “We’re trying to take everything we know about song composition and structure and not do anything different because it’s for kids and families. Why would the formula change?”

Starting organically with guitar and piano melodies, using live instruments and no corner-cutting, Becker wanted to deliver purpose and meaning. Taking two years to complete, some sessions had starting points (“Princess In A Castle” was a request of her son’s classmate), or incorporated elements she heard her children jamming out to (Harry Nilsson’s “Coconut” inspired “Puffer Fish”). Finding a lightness and joy that was missing in the pursuit of pop affirmation, children’s music reignited her songwriting passion. “There were no restrictions on creativity. The fact that we took so much time with it speaks to the integrity of the project,” says Becker. “Everything about it was pure, honest, and no pressure, which is a good place to be when you're releasing music.” 

Imaginology feels like Reading Rainbow-meets-The Spice Girls: fun, catchy, and equal parts soothing and enjoyable for all ages. Set for release on Mother’s Day.

Contact Jon Bleicher, Prospect PR - jon@prospectpr.com; 

Experience Mama B at instagram.com/mamabsongs

ByteDance would rather shut TikTok in the US than sell if legal challenge against ban law fails (report)Citing sources, Reuters reports that TikTok's parent 'would prefer' to shut the app down in the US if court challenge is unsuccessful
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Billie Eilish and Green Day among 250+ artists backing US Senate bill to reform ticketing industryThe bill would require disclosure of a ticket's final sales price before purchase, and strengthen enforcement of laws against ticket-buying bots
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Threads has 150M monthly users, 50% of Instagram time spent is on ReelsMeta shared some stats on the 3.24 billion people using its family of apps daily, a total that is up 7% year over year.....
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