Hollywood Union Secures Agreement with Music Giants to Limit AI Utilisation

The entertainment industry has reached a preliminary agreement with major record labels like Warner Music Group and Sony Music Entertainment, aiming to establish higher minimum wages and safeguards against the use of artificial intelligence (AI).

The agreement, known as the "Sound Recordings Agreement," spans from 2021 to 2026 and has garnered unanimous approval from the executive committee of the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA), representing approximately 160,000 actors and media professionals.

With the rise of generative AI producing songs that replicate artists' voices without their consent, the proposed agreement mandates that consent and compensation be obtained before releasing songs featuring digital replicas of artists' voices.

According to SAG-AFTRA, terms such as "artist," "singer," and "royalty artist" specifically refer to humans under this agreement.

Additionally, the agreement includes improvements in health and retirement benefits, as well as an expansion in the share of streaming revenue subject to contributions.

A final vote for ratification by members is expected in the coming weeks.

This agreement reflects growing concerns about AI technology in the entertainment sector, which dominated discussions between SAG-AFTRA and major studios in 2023, culminating in a contract agreement in November.

Duncan Crabtree-Ireland, the national executive director and chief negotiator of SAG-AFTRA, emphasizes the importance of preserving music's essence as stemming from authentic human expression and lived experiences:

"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 consent and negotiate with the AI company, as well as the ability to opt out of the "continued use" of their voices in "new projects."

While AI holds significant potential in film, particularly in virtual filmmaking, the AI protection deal aims to ensure fair credit for industry contributors amidst this transformative technology.