Spotify joins forces with major labels to develop ‘artist-first’ AI music tools

Spotify is joining hands with the world’s largest music companies — Sony Music Group, Universal Music Group, Warner Music Group, Merlin, and Believe — to develop AI-powered products designed to empower artists rather than compete with them.

The move comes as generative AI continues to reshape how music is created, distributed, and experienced. Spotify said the collaboration aims to ensure “responsible innovation” that protects artists’ rights, creative choices, and compensation in an increasingly AI-driven ecosystem.

According to the streaming giant, the partnership will focus on four key principles: upfront agreements with rights holders, artist choice in participation, fair compensation, and strengthening artist-fan connections.

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Spotify is building a dedicated generative AI research lab and product team to develop tools aligned with these principles. The company said it will work closely with artists, songwriters, and producers to shape future AI-powered music experiences.

“Technology should always serve artists, not the other way around,” said Alex Norström, co-president and chief business officer at Spotify. “Our focus is making sure innovation supports artists by protecting their rights, respecting their creative choices, and creating new ways for fans to discover and enjoy the music they love.”

Leaders across the music industry have voiced support for the initiative. Rob Stringer, chairman of Sony Music Group, said the partnership “acknowledges that direct licensing in advance of launching new products is the only appropriate way to build them”.

Lucian Grainge, Universal Music Group chairman and CEO, added that the move represents “critical steps forward” in creating a commercial landscape where artists, fans, and technology companies can all thrive.

In tandem, Robert Kyncl, CEO of Warner Music Group, also highlighted the importance of ensuring AI “works for artists and songwriters, not against them,” while Merlin COO Charlie Lexton praised Spotify’s commitment to “respecting and valuing copyright and creativity.”

Denis Ladegaillerie, founder and CEO of Believe, said the collaboration aligns with its vision of “value-creative AI”, tools that put artists and their careers at the centre, deepening fan engagement and creating new commercial opportunities. Spotify said more rightsholders and distributors will be invited to join the collaboration over time.

The partnership also reflects Spotify’s broader push to blend creativity and technology across its ecosystem. Most recently, Spotify Advertising launched “Tunetorials”, a playful campaign that turns marketing education into music through ad strategy–inspired tracks.

Designed to help marketers understand how to reach the right audience with the right message, the series blends entertainment and insight in true Spotify fashion, with each original song and video spotlighting different aspects of its advertising ecosystem, from multi-format campaigns to ROI tracking.

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