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AI Stole Hollywood's Creativity · What the Flux

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  Speaker 1: This is what the flux. I'm Larissa and it's Wednesday,
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  Speaker 1: the twelfth of August. Here are the three biggest news
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  Speaker 1: stories today. For our first story, the Reserve Bank has
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  Speaker 1: held Australia's interest rates at four point three five percent.
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  Speaker 1: Inflation off the back of the Middle East conflict hasn't
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  Speaker 1: been as bad as expected, but the RBA says headline
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  Speaker 1: inflation is still too high. For our next story, Westpac,
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  Speaker 1: one of Australia's big four banks, has revealed total mortgage
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  Speaker 1: applications slumped by a fifth since tax changes in the
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  Speaker 1: Federal budget, and west PAC's predicting investor property demand will
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  Speaker 1: take a major hit over the next couple of years.
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  Speaker 1: For our final story and video, the AI chip making
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  Speaker 1: giant has teamed up with some of Wall Street's biggest
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  Speaker 1: banks and investors to raise five hundred billion USD to
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  Speaker 1: develop AI infrastructure. In this series Going Deep, we'll be
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  Speaker 1: doing bite sized explorations into the most interesting industries, businesses,
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  Speaker 1: and economic events in Australia and around the world. For
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  Speaker 1: today's episode, we're diving into the war between artificial intelligence
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  Speaker 1: and the entertainment industry. AI can now clone a voice
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  Speaker 1: in seconds and put a did actor back on screen.
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  Speaker 1: But the question is whether AI can actually replace the
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  Speaker 1: thing that makes music and film matter in the first place.
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  Speaker 1: I'll be breaking this down with justin Thanks Lorisa. So imagine,
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  Speaker 1: go to see the new Tom Hanks movie, except Tom
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  Speaker 1: Hanks looks eerily young. We're talking Forrest gump yng Okay.
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  Speaker 2: The reason is because he's been digitally recreated from his
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  Speaker 2: back catalog and looks twenty five years old again and
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  Speaker 2: running like the.
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  Speaker 1: Wind, while the real Tom Hanks is at home watching
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  Speaker 1: the movie on Disney Plus wondering if he gets a cut.
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  Speaker 2: Yeah, that was a conversation that Hollywood studios were literally
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  Speaker 2: having at the bargaining table in twenty twenty three and.
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  Speaker 1: Just over the past few years. The music and film
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  Speaker 1: industries just had their biggest fight in a generation.
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  Speaker 2: Yeah, but this time it wasn't against Arrival Music or
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  Speaker 2: Arrival Film studio. It was against technology. We're talking technology
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  Speaker 2: that can clone your voice, steal your face, and recreate
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  Speaker 2: you without you ever asking.
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  Speaker 1: AI can now reconstruct an actor's face or clone a
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  Speaker 1: voice just from a few audio clips.
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  Speaker 2: It can also insert a performer inter scenes they never filmed.
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  Speaker 1: Or Adam musician's voice to an album they never even recorded.
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  Speaker 2: Which means you could wake up tomorrow to discover Harry
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  Speaker 2: Styles has released three new albums overnight, amazingly without him
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  Speaker 2: even working up. Yeah.
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  Speaker 1: AI can execute that formula in just under two seconds,
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  Speaker 1: pretty much for free.
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  Speaker 2: Yeah. In fact, an anonymous producer called ghost Writer dropped
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  Speaker 2: a song called Heart on My Sleeve using AI clones
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  Speaker 2: of Drake and The Weekend's vocals, and it went viral
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  Speaker 2: in twenty twenty three, not.
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  Speaker 1: The first time Drake has gotten into beef with another musician.
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  Speaker 2: Yeah. This song even led the CEO of the Grammys
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  Speaker 2: to say that cloned vocals aren't Grammy eligible.
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  Speaker 1: The fact he even had to clarify this shows how
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  Speaker 1: popular it's becoming.
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  Speaker 2: Yeah. Then, on the other hand, we've got Tom Hanks,
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  Speaker 2: who personally gave a warning to his Instagram followers that
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  Speaker 2: AI generated ads using his likeness to sell dental plans
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  Speaker 2: and miracle cures were entirely fake and made without his consents.
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  Speaker 1: So does where are we at today?
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  Speaker 2: Well? Scarily, the technology to replicate actors and musicians already.
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  Speaker 1: Exists in film studios are already using digital doubles and
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  Speaker 1: AI voice replication.
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  Speaker 2: Yeah. The late James Dean, who actually passed away in
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  Speaker 2: nineteen fifty five, was cast in a war film in
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  Speaker 2: twenty twenty.
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  Speaker 1: Three, and the potential for this is huge.
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  Speaker 2: Yeah. By this right, Vin Diesel will still be racing
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  Speaker 2: Fast and Furious six hundred and fifty three in twenty
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  Speaker 2: years using AI.
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  Speaker 1: And just from a pure commercial perspective for film studios,
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  Speaker 1: this is a dream.
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  Speaker 2: Yeah. There's no scheduling conflicts.
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  Speaker 1: There's no diva behavior, there's no lead.
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  Speaker 2: Actor going on a podcast and requiring a PR crisis
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  Speaker 2: team by Monday.
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  Speaker 1: But from an actor's perspective, it's an absolute nightmare.
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  Speaker 2: And then from a musician's perspective, it's also an absolute nightmare. Yeah.
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  Speaker 2: Get this.
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  Speaker 1: And a blind test of nine thousand respondents, ninety seven
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  Speaker 1: percent could not tell the difference between a human made
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  Speaker 1: track and an AI generated one.
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  Speaker 2: And it's growing more and more. The global AI music
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  Speaker 2: market hit over five billion US dollars in twenty twenty four,
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  Speaker 2: and it's projected to reach around sixty billion US dollars
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  Speaker 2: by twenty thirty four.
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  Speaker 1: And AI generated music could account for twenty percent of
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  Speaker 1: global streaming revenue by twenty twenty eight.
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  Speaker 2: Sol back in twenty twenty three, movie studios had proposed
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  Speaker 2: scanning background extras once for a single day's pay, but
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  Speaker 2: gaining exclusive and indefinite rights to their digital likeness.
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  Speaker 1: That means the studios would be able to insert them
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  Speaker 1: into any scene, any project forever.
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  Speaker 2: And that's when things got real. Fran Dresser. Yes, the
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  Speaker 2: nanny herself is now the president of sag AFTRA, the
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  Speaker 2: Screen Actors Guild.
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  Speaker 1: Turns out she wasn't just protecting the Sheffield children, she
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  Speaker 1: was protecting literally every actor in Hollywood.
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  Speaker 2: Yeah, and in twenty twenty three, the sag AFTRA went
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  Speaker 2: on strike for one hundred and eighteen days.
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  Speaker 1: Finally, after one hundred and eighteen days, they secured an
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  Speaker 1: agreement which sid consent is always required, compensation is always required,
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  Speaker 1: and transparency is always required.
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  Speaker 2: But the problems still persists, both in movies, in music
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  Speaker 2: and video games.
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  Speaker 1: In Australia, the Australasian Performing Rights Association warned that without protection,
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  Speaker 1: twenty three percent of Australian creator's revenue would be at
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  Speaker 1: risk by twenty twenty eight.
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  Speaker 2: Okay, so where do we all go from here?
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  Speaker 1: Well, the growth and AI platforms that develop music and
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  Speaker 1: film aren't going on.
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  Speaker 2: The major labels are across this. Some have sued the platforms,
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  Speaker 2: others have settled with the platforms, and others have done
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  Speaker 2: both and then taken equity stakes in the platforms. Yeah.
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  Speaker 1: For example, Warner Music Group, the label behind Lady Gaga, Coldplay,
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  Speaker 1: The Weekend and Sabrina Carpenter sued Suno, the music generating
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  Speaker 1: AI platform, for copyright infringement.
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  Speaker 2: Then shortly after Warner CEO announced they'd settled the lawsuit
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  Speaker 2: and signed a new partnership with Pseudo.
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  Speaker 1: In his words, we have seized this opportunity to shape
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  Speaker 1: models that expand revenue.
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  Speaker 2: Translation, if you can't beat them, take a cut of them.
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  Speaker 1: So it's looking like the winners of this new world
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  Speaker 1: are the artists and studios who go to the table first.
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  Speaker 2: Yeah, the ones like Warner Music who have consent frameworks
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  Speaker 2: locked in and licensing royalties that are flowing.
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  Speaker 1: And the losers are likely the independent artists and voiceover
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  Speaker 1: actors with no union and no legal team.
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  Speaker 2: Yeah. But Luisa, here's the thing I keep coming back to.
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  Speaker 2: An artist's fan base has a parasocial relationship with them.
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  Speaker 1: Yeah, the Swifties aren't just following her card progression. They're
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  Speaker 1: following her breakups, her personality, and her Easter eggs hudden
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  Speaker 1: in every post which I can attest to.
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  Speaker 2: AI can write a song that sounds exactly like Taylor Swift,
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  Speaker 2: but it can't make you feel emotionally connected to her.
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  Speaker 2: Yeh And Larisa Frandresher wasn't on the picket line for
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  Speaker 2: one hundred and eighteen days for nothing.
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  Speaker 1: No, she was fighting for the idea that a person
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  Speaker 1: behind a performance has value, and that.
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  Speaker 2: Value can't be scanned and reproduced for a one time
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  Speaker 2: day rate.
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  Speaker 1: The optimistic version of all of this is that AI
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  Speaker 1: becomes a tool that expands what artists can do.
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  Speaker 2: Yeah, helps them deliver more music to their fans, appear
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  Speaker 2: in more movies, and potentially more royalties actually flow to
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  Speaker 2: the people who made it all possible.
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  Speaker 1: Yeap that. The pessimistic version is that studios settle with
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  Speaker 1: AI platforms, even get equity stakes, and start deprioritizing real artists.
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  Speaker 2: So Larisa Well, AI might be able to perfectly imitate
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  Speaker 2: Taylor Swift's voice, it can't recreate the feeling of screaming
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  Speaker 2: cruel Summer with one hundred thousand strangers of the MCG
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  Speaker 2: I don't think anything could do that, Fox Tam. We
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  Speaker 2: hope you enjoyed our deep dive into how AI is
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  Speaker 2: reshaping Hollywood from both a music and a film perspective.
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  Speaker 2: On Friday, doing a deep dive into the NBN debarcle,
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  Speaker 2: our forty three billion dollar promised became a seventy billion
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  Speaker 2: dollar cost that overpromised and underdelivered. Thanks for listening and
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  Speaker 2: we'll see you on Friday