Bacardi mixes up generative AI album with Boi-1da

Dive Brief:

Bacardí is once again partnering with Grammy award-winning producer Boi-1da, this time on an AI-powered music activation that leverages generative AI to drive collaboration with musicians, according to a press release.
This year’s iteration of the brand’s ongoing “Music Liberates Music” program centers around the release of “The Concept A.I.bum” in November. The album will feature five up-and-coming artists and showcase how generative AI can be leveraged for a collaborative recording process.
For the fifth iteration of the program, a limited-edition vinyl will be available for purchase, with all proceeds benefiting the artists involved.

Dive Insight:

Amid ongoing discussions around AI’s role in music, Bacardí is hoping the technology spikes consumer interest in its most recent music-based activation. Each of the five participating musicians will feed their tracks into a generative AI tool trained on Boi-1da’s musical style. Then, the artists — Bellah, Blackway, Floyd Fuji, Kyle Dion and Savannah Ré — will work with the producer to refine the tracks. The resulting album will be the first-ever AI-powered EP released by Boi-1da.

The activation comes a few months after the Grammy’s parent organization, The Recording Academy, released updated rules on how AI can be used in music up for awards consideration. According to the organization, only humans are eligible for awards. While AI can be used, humans must “meaningfully contribute” to the work in order for it to be eligible.

“We know the conversation around AI has been a challenging one, so approaching this project with the utmost respect and protection for the artist was key in developing this new tool,” said Laila Mignoni, global head of brand marketing communications for Bacardí. “The technology is, and always should be, complementary to each artist's work and protective of all the creatives involved."

Bacardí’s “Music Liberates Music” program has long leaned on technology. In its previous iteration, the rum brand released a line of wearable QR codes meant to promote up-and-coming artists. Boi-1da also worked with Bacardí on that project.