Spotify Introduces AI Persona Labels for Artists
Spotify revealed this week its plan to label artists who are essentially AI-generated personas. This decision comes in response to user frustration over profiles that give the impression of being human but aren’t.
Starting in mid-September, the streaming platform will begin tagging profiles that showcase human-like figures created by algorithms rather than actual musicians. This shift follows a notable absence of regulation surrounding deepfake technology in the U.S., paving the way for an influx of AI-generated artists in streaming spaces.
“Listeners have expressed their preference for transparency, indicating they don’t want to discover that a seemingly human artist is, in fact, an AI creation,” Spotify stated. The new label will clarify that the identity of these artists is computer-generated and doesn’t correspond to a living person.
Those behind the AI personas will have an option to voluntarily identify themselves through Spotify for Artists, a platform geared towards musicians. Notably, a similar voluntary labeling system was suggested last month by organizations representing artists and record companies.
For profiles that choose not to disclose their status, Spotify plans to implement its own review procedure. The initiative will focus initially on artists who meet specific audience thresholds, although the company hasn’t detailed what those thresholds are.
This labeling will affect how AI artists are promoted on the platform. By default, artists labeled as AI personas won’t show up in Spotify’s algorithm-driven recommendations, unless the user is already following them. These labels will be visible next to the artist’s banner, in the About section, and within search results and playlists featuring their tracks.
Users will have the option to click on the label to see whether the creator of the AI persona disclosed their status voluntarily or if they were identified through Spotify’s review process, creating a motivation for creators to be honest.
The AI Persona label expands upon a feature called “AI Credits,” rolled out earlier this year, which allows artists to indicate when AI played a role in their song creation—like in writing lyrics. Spotify noted, “With AI Credits, we saw an eagerness from creators to share how they incorporate AI in their music, and we expect a similar openness from our AI personas.”
AI continues to spark debate within the music industry. While some musicians view it as a threat—citing concerns about copyrighted material being used to train AI systems without fair compensation—others are open to utilizing AI as a supportive tool rather than fully transferring their creative processes to it. A select few have made significant profits from AI tracks performed by entirely fictional artists.
For instance, there’s an “artist” named Enry Blue who boasts nearly 168,700 followers on Spotify and features an image reminiscent of an idealized Marilyn Monroe. His song, “Through My Soul,” reached No. 44 on Billboard’s Emerging Artists chart in October.
Yet, Enry Blue isn’t a real individual. According to Billboard, the project is quite profitable and was founded by songwriter Thong Viet, with “Through My Soul” garnering over 29 million streams and generating more than $145,000 in earnings.
Meanwhile, AI music generator Suno recently announced a licensing deal with BMG, marking its second partnership with a major music rights owner as it prepares to introduce new models trained on licensed works.
BMG Rights Management oversees rights for over 3 million songs from various artists including members of the Rolling Stones, Bruno Mars, John Legend, and more.
The impact of AI is being felt across numerous industries, including music. Wynton Hall, a social media director, authors a bestseller that discusses navigating the AI landscape while considering the implications for society.
