Universal Music signs a new AI deal with Nvidia
Universal Music Group is partnering with Nvidia to bring a new AI model to one of the world’s largest music catalogs. Among other initiatives, Tuesday’s announcement touts the extension of Nvidia’s music AI model Music Flamingo, which is designed to mimic how humans understand music by recognizing nuanced elements like song structure, harmony, emotional arcs, and chord progressions.But UMG’s statement stresses that its collaboration with Nvidia pursues “responsible AI” meant to make it easier to discover, engage with, and create music. On that last point, the companies will promote their “shared objectives of advancing human music creation and rightsholder compensation.”The Music Flamingo model, which was published in November 2025 by Nvidia and researchers at University of Maryland, College Park, can process tracks up to 15 minutes long. Details are scarce about exactly how the model will be incorporated into UMG’s catalog, but artists will be able to use Music Flamingo to better analyze their own music, as well as describe and share the music “with unprecedented depth,” according to the statement. Fans, meanwhile, can find music in new ways beyond genre or playlist, such as with emotion or “cultural resonance.”The announcement is similarly vague about how the partnership will work when it comes to AI-driven music creation tools, but promises a “dedicated artist incubator” to help design and test out tools, “serving as a direct antidote to generic, ‘AI slop’ outputs, and placing artists at the center of responsible AI innovation.” What that means in practice remains to be seen.While not UMG’s first partnership with an AI company, Nvidia is perhaps its highest-profile collaboration within the sector. UMG is embracing “the opportunities that AI presents,” hoping to “direct AI’s unprecedented transformational potential towards the service of artists and their fans,” UMG CEO Lucian Grainge said in a statement.Nvidia’s AI model coupled with “UMG’s unmatched catalog and creative ecosystem” will “change how fans discover, understand, and engage with music on a global scale,” Nvidia’s vice president and general manager of media, Richard Kerris, said in a statement. “And we’ll do it the right way: responsibly, with safeguards that protect artists’ work, ensure attribution, and respect copyright.”
