KLAY has signed AI licensing deals with the three major music companies — Universal Music Group (UMG), Sony Music and Warner Music Group (WMG) — on both the recorded music and publishing sides of their businesses.
Little is known about KLAY, which is set to launch “in the coming months,” according to a press release, but one source close to the deal tells Billboard the company will be a subscription-based interactive streaming service where users can manipulate music. In 2024, the company made its first licensing announcement with UMG, but back then, the service was described as a “Large Music Model,” dubbed “KLayMM,” which would “help humans create new music with the help of AI.”
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Since its inception, KLAY has stressed its interest in being a partner to the music industry, providing ethical solutions in the AI age, rather than an adversary. As its press release states, “KLAY is not a prompt-based meme generation engine designed to supplant human artists. Rather, it is an entirely new subscription product that will uplift great artists and celebrate their craft. Within KLAY’s system, fans can mold their musical journeys in new ways while ensuring participating artists and songwriters are properly recognized and rewarded.”
The company was founded by Ary Attie (a musician and now CEO), and Thomas Hesse (former president of global digital business and U.S. sales and distribution at Sony Music and now KLAY’s chief content and commercial officer). The company’s top ranks also include Björn Winckler (chief AI officer; former leader of Google DeepMind’s music initiatives), and Brian Whitman (chief technology officer; former principal scientist at Spotify and founder of The Echo Nest).
“Technology is shaped by the people behind it and the people who use it. At KLAY, from the beginning, we set out to earn the trust of the artists and songwriters whose work makes all of this possible,” said Attie in a statement. “We will continue to operate with those values, bringing together a growing community to reimagine how music can be shared, enjoyed, and valued. Our goal is simple: to help people experience more of the music they love, in ways that were never possible before — while helping create new value for artists and songwriters. Music is human at its core. Its future must be too.”
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Michael Nash, executive vp and chief digital officer at UMG, said: “We are very pleased to have concluded a commercial license with KLAYVision, following up on our industry-first strategic collaboration framework agreement announced one year ago. The supportive role we played with the capable and diversified management team of Ary, Thomas, Björn and Brian in the development of their product and business model extends our long-standing commitment to entrepreneurial innovation in the digital music ecosystem. We’re excited about their transformational vision and applaud their commitment to ethicality in Generative AI music, which has been a key foundation of our partnership with them from the very start of their journey.”
Dennis Kooker, president of global digital business at Sony Music, said: “We are pleased to partner with KLAY Vision to collaborate on new generative AI products. While this is a beginning, we want to work with companies that understand that proper licenses are needed from rightsholders to build next-generation AI music experiences.”
Carletta Higginson, executive vp and chief digital officer at WMG, said: “Our goal is always to support and elevate the creativity of our artists and songwriters, while fiercely protecting their rights and works. From day one, KLAY has taken the right approach to the rapidly-evolving AI universe by creating a holistic platform that both expands artistic possibilities and preserves the value of music. We appreciate the KLAY team’s work in advancing this technology and guiding these important agreements.”
