This year’s label showcase was “Dedicated to Hip-Hop,” complete with performances from German rappers – and words about Universal’s vision for AI.
. At this point, of course, Universal Germany also has its own roster of Deutschrap stars, including Kontra K, badmómzjay, Sido, Luciano, Chapo102 and DJ Desue — all of whom performed later in the evening.
Briegmann also spoke about the more technical parts of the business, including the idea that there are more places than ever where labels can connect artists with fans – including smart automotive audio systems, fitness machines and metaverse platforms. “We have gone from being labels to architects and builders of these integrated worlds,” he said. “Together with our artists, we create experiences that go far beyond pure audio consumption.”
One will be Universal’s “YOUniverse,” an interactive platform developed by Universal Music Central Europe that does not seem to exist yet in the U.S.The music industry’s potential could still be limited, Briegmann said. He spoke about how the “value gap,” which labels and industry groups once invoked to point out that user-upload platforms like YouTube paid less than Spotify and Apple Music, still applied to short-form-video platforms.
Briegmann also spoke about how artificial intelligence would affect the music business, including Universal’s recent deal with YouTube to develop AI technologies and protect artists from their misuse. The new technology is here to stay, and “we are united by the desire to view and develop AI tools from an artist’s perspective,” Briegmann said. “At the heart of our shared vision is the goal to build a safe, responsible and profitable ecosystem for music and video content.
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