Google just announced a partnership with Believe, a global artist development and scouting company, to bring its Flow Music tool to Believe and TuneCore artists. Flow Music, formerly known as ProducerAI, is Google’s collaborative tool for creating music. It leans on Google’s own Lyria 3 Pro AI music generation model and is designed to help musicians with lyrics, melodies, genre experimentation, and other aspects of creating music.
This partnership is particularly interesting because of what Believe actually does. The company scouts and develops music talents from all over the world. That means Google is effectively trying to get the next generation of musicians to use AI as part of their creative process from the start. Although established artists aren't immune to AI either, investing in fresh talent that will ultimately dictate music trends in the future is probably a better return on investment.
Flow Music runs on Lyria 3 Pro, Google's advanced music-generation AI model, which can produce tracks up to three minutes long. Users can prompt specific song structures like intros, verses, choruses, and bridges, with control over vocals, style, and tempo.
As part of the deal, Believe and TuneCore will select artists and producers to meet weekly with Google's product team to help improve Flow Music. It works like some kind of a feedback loop, where artists help Google make the AI better, and then use that same AI to create their own music.
The biggest question here is how audiences will receive music made this way. Spotify has already faced significant backlash for pushing AI-generated music, and people generally don't view AI-generated content favorably.
Companies are now betting that getting emerging artists to normalize AI in their work would put the younger generation on better terms with it, and possibly cause a change of heart with the older audience.
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