The evolving usage of AI in the creative industry is not entirely new.
The usage of AI in video and photos has been something we have used for quite some time. Starting out with editorial service by e.g. Adobe Photoshop and with the addition of ‘Filters’ from Snapchat, AI in creative services is something we have been quite familiar with. But there’s an exception, and that is AI within the sound domain. Because the innovation of sound and AI has not been focused on, but there’s a shift happening. As the actual creators are being more in control due to the rise of the DIY artist, more AI tools are becoming available that allows for more creative control for the artists themselves.
One of these tools is Masterchannel, a unique AI-service that allows an artist to get studio-quality sound with a click of a button in under 10 minutes, for any songs. Masterchannel is a Norwegian start-up focusing on sound enhancements and is founded by the German sound engineer Simon Hestermann, the Norwegian serial entrepreneur Christian Ringstad Schultz and the Norwegian DJ and producer Matoma.
The music industry is being democratized. Ever since music was being monetized and made into an actual industry, the major labels have been the gatekeepers. For the last few years this gatekeeper role has been shifted towards the streaming platforms such as Spotify, Tidal and Apple Music. But there is a third shift on the way, which is the gatekeeper role being put into the hands of the creators themselves. This shift is happening due to the emergence of new technologies which makes it possible for an artist to be in charge of all aspects of its career without being dependent on a third party. These new technologies started with easier distribution through digital distribution platforms and marketing platforms. Now new technology is also helping artists with the actual creation of songs. This includes new and easier DAWs (Digital Audio Workstations), but also the infusion of AI in technical aspects such as Mastering.
One company that is leading the way in this field is the Norwegian Start-Up Masterchannel. Masterchannel has created a unique AI-service that allows an artist to get studio-quality sound with a click of a button in under 10 minutes, for any songs.
