Katarzyna Petru
ElevenLabs – a company that gained fame for generating voice using AI – has just announced the debut of a new service Eleven Music. This tool allows users to generate their own music based on a simple description in natural language. There’s no need to know about composition – just type something like: “create smooth jazz with a 60s vibe, strong lyrics and an atmosphere perfect for a Friday afternoon” – and the artificial intelligence will create a track with vocals and instrumentation in a matter of minutes. For content creators, filmmakers, app owners, or small businesses, this could be a huge change – lower costs, less red tape, more creative control.
Playing Open Cards with Record Labels
To avoid the same problems as its competitors, ElevenLabs has chosen the path of legalisation and collaboration. The company has already signed agreements with Merlin Network, which represents independent record labels, and with Kobalt Music Group, a well-known player in the world of copyright management and music publishing. For now, they are determining which catalogs will be used to train the model, but the mere fact that these discussions are taking place is a signal: ElevenLabs wants to operate wisely. Importantly – the company emphasises that it does not use music from the major labels (UMG, Sony, Warner), but hopes to negotiate collaboration terms with them soon. This is significant because without permission to use the data, training AI on others' recordings is legal roulette.
Security First
Of course, that doesn't mean ElevenLabs doesn't see the threats. The company immediately implemented restrictions to prevent the generation of songs featuring specific artist names, with quotes from albums or lyrics that could be illegal, offensive or inciting violence. The aim is to avoid instances of "deepfake hits" with Drake's voice or unauthorised songs impersonating existing artists. ElevenLabs wants to build a tool that gives users freedom while not crossing ethical and legal boundaries.
Who is this all for?
The new service is aimed at creators who care about music for advertisements, apps, films or games – basically anywhere where you usually have to pay for a licence or hire a composer. According to ElevenLabs, already 20 companies and creators are testing the system. It’s not clear who exactly, but example applications include television productions, games, meditation apps, or even fitness ones. Industries such as automotive, telecommunications, or creative agencies can also quickly hop on this bandwagon – especially since AI can replace expensive stock music for literally “a fraction of the price”.
Creators vs Technology
However, not everything looks like paradise. Organisations protecting creators' rights – like ASCAP – warn that AI can be a threat if it does not operate fairly. Creating models based on someone else's works without permission is a risk not only of lawsuits but also of destroying the income of entire professional groups. As Elizabeth Matthews, the head of ASCAP, said, AI can be an innovation, but only if it respects the rights of the people who have created music over the years. And it’s hard to disagree with that – because while technology is advancing rapidly, creativity should still be grounded in respect for human labour.
Client Delight or Consumer Anger?
There’s also the issue of image. Even if the music generated by AI is legal and works flawlessly, it can still pose a problem for many consumers and clients. Analysts, such as Mike Proulx from Forrester, warn of backlash – social support for “real artists” and concern for human jobs are very strong emotions today. Companies that begin to heavily rely on AI instead of hiring people may face backlash – in terms of image, emotionally, and in some cases, financially.
