The deal, which spans from January 1, 2021, to December 31, 2026, has been unanimously approved by the SAG-AFTRA Executive Committee and is now awaiting ratification from its members. This agreement establishes clear guidelines for the ethical and responsible use of AI in music production.
I applaud SAG-AFTRA's proactive approach. The rise of generative AI has led to growing concerns over the creation of songs that mimic artists' voices without their consent. It's a troubling trend that threatens to undermine human creativity.
Under the terms of the agreement, the labels "artist," "singer," and "royalty artist" will be reserved for human performers only. Moreover, any sound recording that uses a digital replication of an artist's voice will require explicit consent, minimum compensation, and clear details of the intended use. These measures are crucial in ensuring that artists maintain control over their creative output and are fairly compensated for their work.
SAG-AFTRA's National Executive Director and Chief Negotiator, Duncan Crabtree-Ireland, hit the nail on the head when he stated, "While technology can enhance the creative process, the essence of music must always be rooted in genuine human expression and experience."
However, this agreement is only relevant up to the end of 2026 in its current form. Given the breakneck speed at which AI technology is advancing, it's crucial that SAG-AFTRA remains proactive in protecting its members' rights. The union may need to start the renegotiation process well before the 2026 end date to ensure that artists are not left vulnerable to the whims of AI.
While this tentative agreement is a significant victory, it's important to recognise that it's just one battle in a larger war. As AI continues to reshape the creative industries, we must remain committed to finding ways to harness its potential without sacrificing the livelihoods and artistic integrity of human creators.
The agreement also includes other notable gains for artists, such as increased minimums, health and retirement improvements, and a higher percentage of streaming revenue to be covered by contributions.
It is hard to look at any industry five years, or even two years, into the future. Things are changing so rapidly. But for now, SAG-AFTRA’s members can sleep a little easier until closer to the 2026 end date.
As we move forward, it's essential that unions, artists, and record labels continue to work together. By fostering open dialogue, collaboration, and a shared commitment to protecting human artistry, the music industry can remain a vibrant and sustainable ecosystem for generations to come.