Helping an iconic indie label navigate the AI frontier

Generative AI is changing the music industry fast. Over 120,000 new tracks hit streaming services every day, so independent labels like Locked On are fighting for attention. Artists like Simone face new problems too: copyright theft, deepfakes and protecting their own voice.

Locked On's founder and CEO came to us directly, and we worked with him to decide how the label should respond. We wrote an AI x Music report covering trends, tools and use cases, from voice cloning to generative composition. To make it easy to use, we also loaded it into an AI knowledge base for the business to use and evolve.

We then pitched creative ideas made for Locked On and Simone: multilingual UKG education formats, a chat interface trained on the label's archive, and an ambient pirate radio ASMR broadcast. We also set up workflows for using AI in day-to-day social content, and recommended fair partnership models to keep artists' rights protected.

The label now has a clear plan for using AI safely and creatively. With licensing options, avatar ideas and new formats mapped out, Locked On and its artists can find new ways to create and earn without giving up control of their work.