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The Digital Shift: Label Owners Weigh in on AI within the Music Community



By The Metal Crawlspace,


The intersection of technology and creativity has long sparked debate in the music world. From the rise of synthesizers in the 1960s, which challenged the definition of ‘real’ music, to the shift from analog to digital recording in the 1980s, musicians and fans have grappled with the implications of new tools. The use of auto-tune in the 2000s further fueled controversy, with some artists embracing it as a creative signature and others decrying it as the death of authenticity. Even the use of industry-standard tools such as digital recording studios and virtual instruments still causes debate. Now, the introduction of AI-generated/assisted music is reigniting the conversation, as some see it as a way to enhance human creativity, while others fear it could replace the personal touch that defines truly meaningful music.


As more bands and producers adopt these innovations, questions arise about whether they’re enhancing the creative process or compromising the music's authenticity. To explore this evolving landscape, we spoke to several record label owners to gather their thoughts on the role of machine learning, VSTs, and digital production tools in shaping today’s sound. Their perspectives offer a glimpse into how the industry is adapting to these new technologies and where the future of music production might be headed.


The same evolution is happening in the visual arts, particularly in album artwork, where AI tools are increasingly being used to create cover designs. This transition mirrors shifts seen throughout the history of art in the music industry, from practical, hand-painted album covers to the embrace of digital art in the late '80s and '90s, as technology opened new possibilities for artists. Bands like Dream Theater have incorporated AI elements in their covers, showcasing the role technology plays in shaping their brand. Artists like Kerry King and other metal musicians have also experimented with AI art tools, igniting new discussions about the artistic value and authenticity of this process.


This evolution isn't new—consider the advent of CGI in the music video industry in the 1990s. Directors who once relied on practical effects began utilizing computer-generated imagery to bring more fantastical elements to life, with a notable shift seen in videos by artists like Tool. CGI has expanded what is possible visually, just as AI now challenges the boundaries of what is considered ‘real’ or ‘authentic’ in artistic creation.


In many ways, this echoes the development of digital tools in music. Just as virtual instruments became a staple in modern recording, AI is allowing artists to explore more expansive creative territories. However, like with any transition, it raises questions: Are these tools enhancing the creative process or diluting the human element? Artists and fans alike are debating this. What can’t be denied is the history of art and music evolving alongside technological advancements—whether it was the transition from vinyl to CDs or from brushes to digital tablets.


The future of both music and visual art will likely continue to integrate more AI technologies. But in the same way digital production did not replace the importance of skilled musicianship, AI-generated art won’t eliminate the need for human creativity. Instead, it’s shaping the future of storytelling, both visually and sonically. With high-profile names experimenting with these tools, and independent artists jumping on board as well, it’s clear that AI is becoming an influential player across all creative fields.


We reached out to several record label owners to gather their perspectives on this evolving topic. Their insights are shared below. Jairus Pascale - Owner, Rottweiler Records

"Personally, I’m not against AI as a tool in the music production toolbox. There’s a lot that can be accomplished using AI as a sort of placeholder for fellow members in a band to work off of.

There’s an almost endless amount of tinkering one can do that can help aid in the use of AI not taking from others' work. Not to mention the variations of ideas that can come to life and be worked off of because of the private use AI.


I’m less concerned about AI as I am bothered by the amount of drum and hit replacement that happens in modern metal today. That’s why so much metal sounds cold and detached. 


While AI is definitely a hot-button issue, most of all art innovations have come with some sort of pushback from different people. I’m not saying all (album) covers need to be AI, I’m just not going to write off a band for their use of AI art. 


Overall, the variations of modern technology in music production are quite diverse and come with pro’s and con’s - the way I choose to deal with it is always a case by case basis."  Bill Roxx - Owner, Roxx Records

"While I think AI technology is here to stay, it has its pros and cons in my opinion, by industry. As it pertains specifically to the music industry, I can see it being dangerous to most artists who put their heart and soul into their creations.


In regard to music creation, it can be very misleading, and again a threat to artists' livelihood. In other industries I can see some benefits, healthcare would be one example. I’ll leave it at that for now, this is a huge topic of discussion, and also a sign of things to come."


Seth Metoyer – Owner, Broken Curfew Records

"At Broken Curfew Records, our mission has always been clear—we're about 'Heavy, Extreme, and Experimental music.' Staying true to our experimental roots means exploring new avenues of creativity, and we are cautiously embracing modern technology to open the door to new and exciting possibilities.


Some of the bands we work with are exploring innovative production methods, blending traditional musicianship and production with modern techniques like machine learning technology to craft unique sounds.


We want to ensure that the human element remains at the heart of everything we release. We work closely with our artists to make sure that genuine human input is present within the production process. This collaboration guarantees that each piece of music is crafted with intention, passion, and creativity—even when modern tools are part of the journey.


It's worth noting that many bands across both secular and Christian music are already integrating Virtual Studio Technology (VST) and MIDI programs into their productions (and have been for years). Guitarists might use virtual instruments like Shreddage 3 Hydra for all their guitars, while drummers often turn to samplers like Battery or programs like FL Studio, Addictive Drums, Omnisphere, or Superior Drummer. Bassists might utilize tools such as EZ Bass. As you might know, some new modern music technology even incorporates generative artificial intelligence. For years, machine learning technology has played a role in post-production, with mixing and mastering programs like Ozone and Neutron. In fact, many physical mastering tools have transitioned to digital formats, further blending modern technology with traditional processes.


I understand that the use of modern techniques can be a polarizing topic. My goal isn't to sway anyone’s opinion either way. You might be surprised to learn that many bands you enjoy already use a mix of traditional and modern production methods. Ultimately, the quality of the music and artistic expression within the music is what matters most. Whether bands use these techniques or not, the goal is to deliver high-quality music characterized by solid production, profound lyrical content, exceptional mixing and mastering, and compelling visuals and branding. As someone who's worked as a professional artist and designer in the music, film, and book industries for over 30 years, and as a feature film composer, a musician in several bands (Mangled Carpenter, Pulpit Vomit, Brain Matter), and an audio engineer, I’ve seen technology evolve several times over the years. I’ve cautiously embraced AI to enhance my creative process, and I believe it’s important to view this new wave of AI technology as an opportunity, not something to fear. Tools like Adobe Photoshop and digital cameras, when first introduced, sparked similar fears about replacing designers and artists, yet today it’s indispensable. The idea that AI is causing job loss is a common fear during technological revolutions, but history shows us that advancements have also led to the creation of new jobs and industries. While AI may reduce the demand for certain traditional tasks, it offers artists and graphic designers the chance to expand their skill sets and explore new tools. In fact, many creative roles—like digital artists, sound designers, and video editors—only exist because of technological innovation. Rather than framing AI as a threat, it could be seen as an opportunity to enhance human creativity. For example, artists can use AI to speed up preliminary drafts, allowing them to focus on the more detailed, thoughtful work that requires human intuition and expertise. Regarding the concern that AI might take designers' jobs, my experience has been quite the opposite. By integrating AI tools like Midjourney and with my expertise in Photoshop and traditional graphic design, I've seen a significant increase in freelance work over the past two years—more than I had in the entire previous decade. AI has helped me draft ideas and generate multiple concepts much faster, allowing me to get on the right creative path quickly. Tools like Midjourney or Stable Diffusion also give smaller bands and independent artists access to high-quality visuals they might otherwise not afford. AI is essentially leveling the playing field a bit for bands with limited budgets and smaller teams, allowing them to compete alongside larger bands with greater resources. In the past, many smaller bands couldn’t realistically afford to spend $300 - $500 on a cover design. Now, with AI tools, they have affordable options that align with their creative vision and budget constraints.


In short, I don't believe AI is a replacement for creativity—it’s a tool that, when used properly, can amplify it. Rather than viewing it as a threat, we should embrace it cautiously and learn how to integrate it into our workflow without replacing the essential human factor.


Loyd Harp – Owner of Call and Response Records, and Writer for Heaven's Metal Magazine

"It’s 2024. I get it. Artificial Intelligence is all around us. We use it every day whether we

want to—or even realize it—or not. Predictive text on your mobile phone? That’s AI.

Your document correcting your grammar or spelling without you asking it to? That’s AI

too. And there are so many other ways our lives are being affected by it right now that

someone of my limited ability is hardly able to describe them all.


“Generative AI” is the term given to Artificial Intelligence when it’s used to create

something, rather than just correct something you’re already doing. This can be using

AI to write a paper for a college student, to produce a piece of art in a specific style

within seconds, or yes, even to compose music. Many of us in the music and arts

communities (as well as those in academia) are opposed to this type of generative AI,

for various reasons.


And before you shout, “You hypocrite—you already admitted you use it every day!” let

me explain why I’m opposed, specifically, to the use of generative AI in creative

projects. I can think of three reasons immediately, and there may be more that emerge

as we think through these things.


The first is that I fear for the jobs of my artist and musician friends. When it’s so quick

and easy—and cheap! —to produce quick art, why would anyone waste the time and

effort it takes to learn the skills and techniques in order to create art? My friends in

graphic arts may be facing unemployment any day now because instead of paying them

$200 (a very modest fee) for a brand logo, we can just AI to do it for cheap or free.

Sure, this has happened over and over throughout history (remember the cotton gin?)

but let me moan about it anyway!


The second is that AI art is soulless. By that I mean two things. Most AI art and music

is just bad. It looks and sounds artificial. It has no life to it. It will probably improve over

time as it ‘learns’ (yes, I’m aware of how ridiculous that sounds), but do we really want

that to happen? Can art and music products by robots ever surpass the emotion, the

heartbreak, the joy, the happy-sad feeling of something sewing their heart onto their

sleeve and belting out their best tune about lost love?


Third, and most importantly, I am against generative AI art and music for theological

reasons. I believe in a God who is a Creator—the ultimate Creator. The ultimate Being

who threw the cosmos into place across billions of years and billions of miles yet found

it worthwhile to make us measly humans. He breathed the breath of life into and made

us “in His image.” Scholars have debated for millennia what it means for humanity to be

in the image of God, but one thing I’m convinced that it means is that we too, are

creative. Whether we paint, play, sing, sculpt, or simply create really helpful

spreadsheets, design engines, maintain beautiful homes and families, all of use our

creative potential in some way. Art and all of its tributaries is intensely theological work,

because art is a human possibility. Every culture that has existed across the face of this world has produced art in some way, form, or fashion. And I’ll believe we’ll be damned

if we let robots take our place in the creative process."


Eric Shirey - Owner, The Charon Collective

"I have mixed feelings about it. One part of me feels that everything released by a band should be played by the members. That's what gives music it's heart and soul. Yes, in certain genres of music, keyboards, samples, and synthesizers are used. However, they're still crafted into the music by a human.


Another part of me feels that it really doesn't matter if a song is written using AI. If it sounds good, then just enjoy it. That's what it's all about in the end.


Of course, then there's the question of whether AI can create something that can or will stir up emotions in a sentient being. Do Androids Dream of Electric Sheep?


In a sense, a certain kind of AI has already been being used for over a decade or more now. In my opinion, plug-ins should be considered AI, because if you strip that sound away, that's not what is really there. The guitar, bass, or drum sounds you're hearing are fabricated samples taken from Metallica, Slayer, The Beatles, etc. Buuuutttt, it was still originally played by a human. I can almost guarantee it was copy and pasted and moved around using a computer program, though. It's extremely rare that anything is recorded TRULY live these days.


Have I answered the question posed to me? What was the question? Personally, I've messed around with creating AI music. I find it very fascinating what turns out when I simply drop keywords into a machine and hear what pops out. That's not to say I would or should release it as my own work.


Like anything, it boils down to how you are using the tool. Are you using it to enhance or better what you already created from scratch? Or are you using it as the sole basis and foundation of everything for a song or composition? If I were forced to 'choose a side' per say, I would prefer everything at least be originally played, performed, and written by a human. Enhancements using plug-ins and copying and pasting don't bother me. It's still a human performing the edits and choosing the sounds they want."


The perspectives shared by these label owners reflect a growing divide within the scene—but also an undeniable truth: technology is here to stay. Whether you view modern production techniques and AI as necessary tools or an unwelcome disruption, they’re reshaping the way we think about music and art. As these technologies evolve, so too will the conversation, leaving it up to artists, fans, and the underground community to define what’s next.

 

Got music news? Send it to metalcrawlspace@gmail.com.

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