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Warner Music (WMG) Announce On Wednesday it acquired artificial intelligence attribution startup Sureel AI. Sureel’s patented technology creates the “AI DNA” of songs and breaks them down into component parts to track how AI models use those elements.
With the acquisition, WMG aims to better track when the works of artists and songwriters are used in AI-generated content or to train AI models.
“Bringing Sureel to WMG strengthens our ability to protect, control and monetize and ensures the creative community remains in control of its intellectual property, name, image, likeness and voice,” WMG CEO Robert Kinkel said in the press release.
The financial terms of the deal were not disclosed.
Founded in 2022, Sureel also offers IP sourcing, audit and compliance reporting, model optimization, and AI-based business intelligence. The startup also has a Name, Image, and Likeness (NIL) attribution group to track how artists’ voices, similarities, and performer identities are used in AI training and generation. This includes voice reproduction, AI-generated avatars, and pattern repetition.
WMG says the startup will continue to operate as a stand-alone platform serving the broader music and AI ecosystem.
“Right holders deserve to know how AI interacts with their work, and to share fairly in the value it creates,” Tamai Aykut, founder and CEO of Suriel, said in statements. “Sureel is designed to make this possible, and with WMG’s support, we can execute our mission at scale, build a more transparent and fair future and drive value growth for the entire music and entertainment ecosystem.”
WMG has embraced AI after initially opposing it, with the company originally suing music production startup Suno in 2024 and beyond. Signed the license agreement With the company last year. WMG said at the time that artists and songwriters will have full control over whether and how their names, images, likenesses, voices and tracks are used in new AI-generated music.
It’s worth noting that Sony Music Entertainment and Universal Music Group are still pursuing massive copyright infringement lawsuits against the AI-powered music startup.
WMG last year also settled its lawsuit against Udio and the AI-powered music startup Reach a licensing agreement With the company.
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