UMG, SME, and WMG Ink KLAY Vision Licensing Deals, Say the AI Company Is Working ‘To Include All Independent Labels, Artists, Publishers, and Songwriters in This Framework’

Another day, another AI deal – or more specifically deals, inked this time between KLAY Vision and the major labels as well as their respective publishing divisions.

The majors confirmed those “separate AI licensing agreements” in a joint release today. As with other recently announced gen AI pacts – involving Udio and Stability, to name a couple – the announcement is light on concrete details about what the partnerships will entail in practice.

However, unlike Udio and Stability, KLAY has long been billed as an “ethical AI” developer and still has yet to launch its platform; the LA-based company announced a Universal Music strategic collaboration back in October 2024.

Now, the leading label, Sony Music, and Warner Music are apparently working to build on the tie-up. As described by the businesses, the “agreements establish terms on which KLAY will help further evolve music experiences for fans” while simultaneously respecting IP rights.

Under the initiative, KLAY-created experiences “will enhance, rather than replace, human creativity,” the majors also indicated. Furthermore, amid well-documented criticism of the Universal Music-Udio deal’s alleged lack of transparency, the same entities stressed KLAY’s ongoing “efforts to include all independent labels, artists, publishers, and songwriters in this framework.”

“Together, KLAY and its partners across all sectors of the industry are establishing the guardrails, attribution systems, and cultural dialogue necessary for AI to serve as a force multiplier for artistry,” they continued.

Elsewhere in the release, the majors touted the “unmatched experience” of KLAY brass, including former Sony Music higher-up Thomas Hesse (chief content and commercial officer) and Spotify vet Brian Whitman (CTO).

Unsurprisingly, execs’ statements echoed the enthusiasm. Warner Music chief digital officer Carletta Higginson applauded KLAY’s “holistic platform that both expands artistic possibilities and preserves the value of music,” with Michael Nash (who holds the identical role but at UMG) underscoring the “transformational vision” at hand.

“We are pleased to partner with KLAY Vision to collaborate on new generative AI products,” added Dennis Kooker, Sony Music’s president of global digital business. “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.”

Lastly, KLAY founder and head Ary Attie stressed a broader objective of unlocking new revenue streams for creatives.

“Technology is shaped by the people behind it and the people who use it,” the CEO added. “At KLAY, from the beginning, we set out to earn the trust of the artists and songwriters whose work makes all of this possible. 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,” Attie concluded.