How A Musical Artist Used AI To Land A Record Deal

In July, Hallwood Media signed Oliver McCann, known professionally as imoliver, marking the first record deal for an AI music creator. McCann, aged 37 with a visual design background, uses AI tools to produce music without traditional musical training. His song "Stone" garnered over 3 million streams on the Suno platform, leading to the contract with Hallwood.

McCann employs AI models to generate multiple song versions, often iterating up to 100 times before finalizing a track. His music spans genres including indie pop, electro soul, and country rap. Under the contract, "Stone" was re-released across all streaming platforms on Fri, Aug 8, 2025, with a debut album expected in October.

Hallwood Media, led by former Geffen Records president Neil Jacobson, views the deal as an illustration of technology's role in music creation. McCann's work is seen as indicative of future trends in the music industry. Suno CEO Mikey Shulman also acknowledged this development as a significant milestone for AI music.

Although McCann is the first AI creator to secure a traditional record label contract, many creators have already found audiences using platforms like Suno and Udio. These platforms enable music release without conventional instruments or studio access, allowing AI-generated songs to compete with traditional artists on platforms such as TikTok, YouTube, and various streaming services.

AI-generated music constitutes a minor portion of total music streams. Deezer reports that only 0.5% of its streams are AI-generated, with up to 70% of these plays artificially inflated by bots or repeated streams. Despite this, 18% of daily song uploads to Deezer are AI-generated, highlighting the significant volume of music produced using these tools.

The global recorded music market reached $29.6 billion in 2023, with streaming contributing approximately $20 billion. The specific impact of AI music on these figures remains unclear, as platforms like Spotify have not disclosed relevant data. Both Suno and Udio operate on free and premium tiers, complicating precise measurement of their scale.

AI tools have democratized music creation, reducing the need for traditional studio setups. This trend mirrors the early 2000s shift when file-sharing platforms transformed music distribution. Experts predict continued growth in AI-generated music as these tools become integral to younger generations' creative processes.

In March, Spotify released its first songs featuring AI-generated singers. Spanish artist Pedro Sandoval, known for digital art, introduced AI voices ZKY-18 and Dirty Marilyn. These voices closely mimic human performers, challenging listeners to discern the difference. The project, developed over three years, debuted at an event in Madrid, attended by art, music, and technology professionals.

Sandoval considers AI a tool that expands creative possibilities, contingent on the artist's input and refinement. Spotify has certified these tracks as the first of their kind in Spain.

AI voice usage follows other synthetic music experiments. Projects like Velvet Sundown demonstrate AI's capacity to generate entire albums and artwork. However, legal challenges have arisen, with record companies such as Sony, Warner, and Universal filing lawsuits against platforms like Suno and Udio over copyright issues. More than 1,000 musicians, including Kate Bush and Annie Lennox, have expressed concerns about potential legal changes affecting their creative control.

Despite these disputes, some artists continue to explore music and AI, with figures like Will.i.am, Timbaland, and Imogen Heap engaging with the technology. AI tools offer opportunities for creators lacking traditional skills, although established musicians may perceive this trend as an exploitation of their talents under the guise of innovation.

Based on reporting by techround.co.uk.