Guarding Against AI: Hollywood Union’s Music Giants Deal

Entertainment industry workers have reached a preliminary agreement with top record labels such as Warner Music Group and Sony Music Entertainment to secure higher minimum wages and protection against the use of artificial intelligence (AI). The agreement, known as the “Sound Recordings Agreement,” has received unanimous approval from the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) executive committee, representing around 160,000 actors and media personnel.

The proposed agreement addresses the challenge faced by the music industry, where generative AI allows internet users to replicate artists’ voices without their permission. Under this agreement, record labels must obtain consent and provide compensation before releasing songs featuring digital replicas of artists’ voices. The terms “artist,” “singer,” and “royalty artist” explicitly refer to humans in this accord.

In addition to protections against AI, the agreement also includes improvements in health and retirement benefits and an expanded portion of streaming revenue subject to contributions. The agreement is expected to be ratified by SAG-AFTRA members in the coming weeks.

The agreement reflects the growing concern over AI technology in the entertainment sector, which has been a dominant topic in discussions between SAG-AFTRA and major studios. After months of strikes, negotiations concluded in November with this contract agreement. Duncan Crabtree-Ireland, SAG-AFTRA national executive director and chief negotiator, emphasizes the importance of preserving the authenticity of music, stating, “This agreement ensures that our members are protected. While technology can enhance the creative process, the essence of music must always be rooted in genuine human expression and experience.”

In January, SAG-AFTRA also reached an agreement with Replica Studios, an AI voice technology company, regarding the use of AI voices in video games. This agreement grants performers the right to negotiate and provide consent to the AI company, as well as the ability to opt out of further use of their voices in new projects.

While AI presents tremendous potential in film, particularly in virtual filmmaking with lifelike sets and cost efficiency, the AI protection deal aims to ensure fair credit for industry contributors. Despite its transformative power, it is crucial to maintain fair compensation and recognition for human performers in the industry.