Step aside, Swift, there's a new star in town, and it doesn't need a microphone. Artificial Intelligence is now writing lyrics, composing melodies, and even creating its own tunes. What was once the domain of musicians is fast becoming a playground for algorithms. With tools like ChatGPT and LyricStudio, anyone can spin up poetic, emotion-packed lyrics in seconds. Want a melancholic ballad or an upbeat dance anthem? Just type in your vibe, and the AI delivers. Platforms like AIVA, Amper Music, and Soundraw take it further, allowing even non-musicians to create professional-grade instrumentals with a few clicks.
Your song is not just an Elton John classic. Elton John is now the face for the fight protecting 'their' song, constantly defending the rights of songwriters, musicians and singers. He had recently blasted UK ministers for pushing a Data Bill that would permit AI firms to train on copyrighted material unless artists impulsively opt out. In a Rolling Stone interview, Elton echoed earlier warnings that AI developers are poised to ride roughshod over artists' livelihoods, particularly those of emerging talent saddled with tour costs and little protection.
As AI infiltrates the music industry, it's also reshaping the wider world of the arts. From visual arts to performance, design to policy, AI is transforming how creators work, what they produce, and how their audiences engage.
But with innovation comes uncertainty. Conversations about AI's role in the arts often raise essential ethical issues; Who owns an AI-generated piece? And what happens to human jobs? According to the International Monetary Fund (IMF), AI could impact up to 40% of global employment, potentially deepening existing inequalities. The cultural sector, already precarious, is particularly vulnerable. In 2023, according to Eurostat, approximately 7.8 million Europeans were employed in the cultural and creative sector, encompassing roles such as musicians, artists, designers, dancers, and journalists. Various studies report poor working conditions, including abusive subcontracting, false self-employment, underpaid or unpaid work, and coercive contracts.
These are precisely the questions being explored in an ongoing local research project titled "Redefining Artistic Practices and Working Conditions in the Age of AI", for which I am serving as the lead researcher. The project is entrusted to Culture Venture, a leading Maltese cultural research and consultancy firm, and is funded by Arts Council Malta. Building on the success of two nationally funded projects that explored AI as a tool for audience development and footfall forecasting around cultural centres, Culture Venture is steadily establishing itself as a key authority in the field of cultural research and artificial intelligence.
AI is revolutionising cultural policy. Its ability to crunch vast datasets gives policymakers deep insights into how culture is consumed, who's being reached and who's being left out. Predictive analytics, real-time feedback, and digital archiving are now tools of the cultural governance trade.
Yet this digital leap also brings risk. There are valid concerns about algorithmic bias, transparency, and the possible erosion of humanistic approaches in culture. If not carefully designed, AI could amplify inequalities rather than reduce them.
That's why the cultural and creative industries (CCIs) must be active participants in shaping how AI is used. From IT and software to visual arts, marketing, and advertising, creatives aren't just reacting to AI, they're helping to design it. When used thoughtfully, AI can streamline production, enhance creativity, and expand access to underrepresented voices.
Prof. Valerie Visanich is an Associate Professor in Sociology