Spotify to partner with major labels on ‘artist-first’ AI tools

Singapore — Spotify has announced a new collaboration with Sony Music Group, Universal Music Group, Warner Music Group, Merlin, and Believe to develop generative-AI music products designed to prioritise artists and songwriters. 

The agreement, announced on October 16, 2025, responds to concerns that existing AI-driven music tools are often seen as short-term experiments rather than long-term support for the creative community. 

Spotify also emphasised that ‘the focus has been on utilising Gen AI technology to power features that connect fans and artists,’ such as its AI DJ and personalised daylist services. 

Under the partnership, all future products will adhere to four guiding principles: upfront partnerships with rightsholders, artist choice in participation, fair compensation and revenue generation, and enhancement of the artist-fan connection. 

Alex Norström, co-president and chief business officer at Spotify, said, “Technology should always serve artists, not the other way around. Our focus at Spotify 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.”

Moreover, Gustav Söderström, co-president and chief product and technology officer at Spotify, affirmed, stating, “AI is the most consequential technology shift since the smartphone, and it’s already reshaping how music is created and experienced. At Spotify, we want to build this future hand in hand with the music industry, guided by clear principles and deep respect for creators…”

Rob Stringer of Sony Music Group also underscored the importance of this collaboration, stating that this develops responsible generative AI offerings that broaden opportunities for artists and songwriters while enhancing music experience for fans.

Meanwhile, Lucian Grainge of Universal Music Group remarked that it is essential to work on a strategic partnership with Spotify as it enables Gen AI products to thrive within a commercial landscape ‘in which artists, songwriters, fans, music companies, and technology companies can all flourish.’ 

This was echoed by Robert Kyncl of Warner Music Group, sharing that they have been consistent in focusing on making sure that AI works for artists and songwriters, and not against them: “We support Spotify’s thoughtful AI guardrails, and welcome the opportunity to pioneer the future together.”

Moreover, Charlie Lexton of Merlin shared that their approach to the use of AI in music is straightforward, stating that Spotify’s principles on AI share the same commitment. In the same way, Denis Ladegaillerie of Believe added, “We have always seen two sides to AI and GenAI. On the one side is ‘responsible AI’, focused on artist and copyright protection. On the other side is ‘value-creative AI’. We are now thrilled to partner with Spotify to co-develop ‘value-creative AI’ tools.”

The initiative forms part of Spotify’s wider drive into responsible AI use, following steps earlier this year with new AI policies to protect artists.  Although specifics of the forthcoming AI products have not been disclosed, Spotify said it would build a new generative-AI research lab and product team, and will onboard further rightsholders and distributors over time. 

Industry observers also noted the move as a significant signal that major streaming platforms and labels are recognising the need to build AI tools that respect artist rights and creative integrity, rather than simply advancing innovation in isolation.