Nvidia partners with Universal Music Group to expand AI-powered music discovery

Nvidia has partnered with top music giant Universal Music Group to “boost the use of AI” in the way people find music and how artists stay in control of their work, according to a press announcement by both companies on Tuesday.

The announcement said:

“NVIDIA and UMG will undertake collaborative research and development to promote shared objectives of advancing human music creation and rightsholder compensation.”

This deal comes after last year’s legal battle with AI music startups. In 2024, Universal, Sony, and Warner sued Suno and Udio for copyright abuse. But Universal and Warner later dropped the lawsuits and made partnership deals with Udio. Warner also reached an agreement with Suno to build new platforms for AI music creation and streaming.

According to the press release, UMG and Nvidia want to make sure artists get credited and paid when AI gets involved in music creation or promotion, vowing not to “replace anyone.”

The main tool behind all this is Nvidia’s Music Flamingo model, which works off the company’s Audio Flamingo architecture and can process full-length songs, up to 15 minutes, by studying harmony, structure, lyrics, and even cultural tone.

Music Flamingo uses what Nvidia calls “chain-of-thought reasoning.” It’s meant to think more like a human listener, which of course includes picking up on details like chord changes or shifts in tone that would normally go unnoticed by regular search tools.

The model already beats its competitors in more than ten music-specific benchmarks, including instrument spotting, lyric transcription in multiple languages, and music captioning, according to Nvidia.

Instead of showing fans the same songs labeled “pop” or “fast tempo,” Music Flamingo matches listeners to tracks based on themes, emotions, or even cultural moments. Nvidia VP of Media Richard Kerris said, “We’re entering an era where a music catalog can be explored like an intelligent universe; conversational, contextual, and genuinely interactive.”

Artists will test new tools and co‑create the AI music features, says UMG

There’s also a big push to bring artists directly into the development process. Universal and Nvidia are setting up an artist incubator. Songwriters, producers, and performers will test new AI tools in real-life creative settings. They’ll help shape what gets built—so that the outputs aren’t generic, lazy, or what Universal calls “AI slop.” The incubator will be focused on tools that boost originality, not copy-paste machines.

Universal already has experience training models with Nvidia’s infrastructure. Now they’re scaling it up. Their Music & Advanced Machine Learning Lab (MAML) will continue using Nvidia’s systems while working with both internal teams and outside labels, studios, and publishers. They’ll also bring in feedback from top-tier studios like Abbey Road in London and Capitol Studios in Los Angeles.

Sir Lucian Grainge, Universal’s CEO, called this deal a “ground-breaking strategic relationship,” saying it ties together the world’s top tech company and the leading music company to push AI forward responsibly.

Nvidia will also work directly with Universal’s artists for feedback on new features and models, both to fine-tune the tools and give rising artists more chances to be discovered.

Get seen where it counts. Advertise in Cryptopolitan Research and reach crypto’s sharpest investors and builders.