TECH NEWS

Warner Music acquires AI attribution startup Sureel AI

Warner Music Music (WMG) announced on Wednesday that it’s acquiring AI attribution startup Sureel AI. Sureel’s patented technology creates “AI DNA” for songs and breaks them down into component parts to trace how AI models use those elements.

Through the acquisition, WMG aims to better track when its artists’ and songwriters’ work is used in AI-generated content or for training AI models.

“Bringing Sureel into WMG strengthens our capability for protection, control and monetization and ensures that the creative community remains in control of its intellectual property, name, image, likeness, and voice,” said WMG chief executive Robert Kyncl in a press release.

The financial terms of the deal were not disclosed.

Founded in 2022, Sureel also offers intellectual property provenance, audit and compliance reporting, model optimization, and AI business intelligence. The startup also has a name, image, and likeness (NIL) attribution suite to track how artist voices, likenesses, and performance...

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