Since the release of Sora, OpenAI's text-to-video tool, technology-enabled creator tools have never been more accessible. As this latest artificial intelligence innovation begins, the question arises: how will AI impact brand and audience integration, and will this change define a new era of marketing, especially in the music industry? .
According to OpenAI, Sora “can generate an entire video at once or expand the generated video to make it longer.” By giving the model the foresight of many frames at once, we solved the difficult problem of ensuring that the subject remains the same even when it is temporarily invisible. ” The ability to weave technology into what was once film, now video, and now virtual moving images is amazing to anyone who grew up as a product of the MTV generation.
During this era, music videos such as Madonna's “Vogue,” Paula Abdul's “Opposites Attract,” and Beastie Boy's “Sabotage” interpreted pop culture for audiences, while at the same time reinforcing visual style and culture. It was a time when integrating music and storytelling by making it accessible sparked possibilities.
It was also the perfect moment for entertainment marketing. Audiences have always looked to musicians for style and influence, so the music video era was the first time musicians were approached with such regularity, long before social media was established, impacting the potential for huge growth. It was a smart brand to invest in product placement within the music video that could give it that.
At this cultural tipping point, OpenAI CEO Sam Altman called out: on X Information to help people share: “Create captions for the videos you want to watch.” What are the potential implications for CMOs? How to rethink what is possible?
To answer this question, let's take a look at the impact AI will have on the 2024 Grammy Awards. As more than 16.9 million viewers celebrate key moments in the music industry, what better way to bring musicians and fans together than with this annual homage to an industry where live music is predicted to bring in more than $30 billion in revenue? , there seems to be no better representation of tools and strategies for growing new audiences. 2025 — according to Statista.
Given the current climate of constantly evolving technology, this year's post-Grammy buzz could be summed up as an exercise in looking back. Key moments include Oprah's fiery introduction to the Tina Turner tribute, a rare performance of Tracy Chapman's “Fast Car” with Luke Combs, and a moving rendition of Joni Mitchell's classic “Two Sides Now.” It included a performance. The opportunity to feature these artists, pillars on which the music industry has stood for generations, was rich in sentimentality, but also in the large scale that clearly influences both music and entertainment. Signs of the evolution of emerging technologies in the world were noticeably absent from events.
Perhaps this was due to alarm over the explicit AI-generated photos of Taylor Swift that went viral on the internet just before the awards ceremony, and lawmakers are calling for a “decision to hold accountable those responsible for the spread”. ) law. Non-consensual and sexually explicit “deepfake” images and videos. ”
This may be due to TikTok's inability to reach an agreement with Universal Music Group to renew licensing rights, in part due to concerns about AI-generated content and artist payments, host Trevor Noah said. mentioned this in his monologue. TikTok, you copied the artist. That's Spotify's job! ”
Or perhaps there were concerns about the intense competition that AI-created moments and influencers have enabled in the music industry itself.
Noonori announces contract with Warner Music
From https://www.instagram.com/noonoouri
But in 2023, brands leveraged technology in their marketing and creative efforts to an extent never seen before.
Warner Music Group has signed Noonuri, an AI-generated model designed by Jorg Zuber, the first digital-only pop star to land a record deal. Noonuri celebrated the moment on Instagram, writing, “Music has played a huge role in my life since the beginning. It uplifts my mood, feeds my visions and ideas, and acts as a driving force within me. We will make them happen.”
The Beatles released “Now and Then,” which was billed as their notable “last song,” thanks to the development of AI technology that allowed audio from deceased band members to be reused in this new song. Sean Lennon said in the documentary, “His father was never shy about experimenting with recording techniques, so I'm sure he would have loved it.”
With these and many more integration points across music and AI being introduced, why did the Grammys show a little less respect for the emerging technology crossovers that have occurred in music? Artistry And has the cultural moment surrounding digital innovation reached its zenith?
It's hard to make that decision after looking at the Super Bowl halftime show sponsorship that Apple will take over from Pepsi in 2022. said Oliver Schusser, vice president of Apple Music and Beats at the company, a leading figure in the convergence of music and technology.and AP“We're looking to extend this campaign beyond Sunday afternoon shows.” Although the event didn't announce an AI approach, it certainly understands the cultural relevance of cross-market billing in the entertainment industry. was doing.
You can see the potential marketing value of Apple's featured halftime performer Usher's white outfit, complete with a Vision Pro headset as the ultimate jewelry accessory. Or, like The Weeknd's 2021 halftime performance, which was panned as “claustrophobic, dizzy, and Zoom-induced chaos,” there's certainly an opportunity to leverage spatial computing to enhance the viewing experience. This could have been an opportunity to introduce the immersive 3D capabilities of . 2024.
This year's Super Bowl halftime performance took place just one week after the Grammys and the same month that Apple released its Vision Pro headset. This certainly provided various opportunities to foster the connection between music and emerging technologies.
However, this did not materialize, and while much of the hype around AI at this year's Super Bowl was driven by advertising leveraging the technology, the value and impact of Creator Tools is clearly not clear. It was not tied to.
So what happens to marketers who continue to swim in the realm of possibility as they try to envision how to leverage new AI tools and business-ready technologies to connect with audiences in the music, entertainment, sports industries, and beyond? ?
With the launch of Sora, this question has become even more unclear as we wait to understand the potential this technology has and the impact it will have on the various channels that marketers and creators tend to participate in.
grimes expressed her opinion about X In response to users' concerns about how the release of Sora will affect the film industry, the company said, “The majority of young people who enter the film industry have their dreams dashed and end up doing lighting for music videos etc.'' Music videos are essentially impossible to monetize, are one of the biggest expenses for artists, and film professionals are usually forced to take a pay cut to do such creative work. ”
So while Sora doesn't yet have the ability to build music videos that define the connection between viewers, artists, and, by extension, the brands they work with, they're at least mediating the conversation around improving creativity. This release creates opportunities for artistic collaboration across film, music and technology, setting the stage for marketers to work with their audiences to co-create this new content channel pathway. And our role as marketers is to at least listen, but at most to help shape how we leverage these ever-evolving tools to bring creativity and connection to our audiences.
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