AI ‘Band’ Velvet Sundown: Acknowledging Their ‘Art Hoax’ Identity

## Exploring the World of Art Hoaxes

“Personally, I find art hoaxes fascinating,” Frelon shares. “Take the Leeds 13, a group of art students in the U.K. They created fake photos depicting themselves spending scholarship funds at the beach, sparking a massive scandal. It’s intriguing how in today’s world, sometimes the fake can have more impact than the real, which complicates our reality. Should we ignore this situation, or should we engage with this blending of real and fake as the evolving language of the internet?”

## The Role of AI in Music Production

During a recent phone call, Frelon initially stated that AI was solely used for brainstorming in their music process. However, he later admitted to using Suno, although he insisted it wasn’t in the final product. Eventually, he acknowledged that some songs—“I don’t want to say which ones”—were indeed generated by Suno. He confirmed that he used Suno’s “Persona” feature, mirroring what Timbaland does with his AI artist TaTa, to maintain a consistent vocal style. Still, he claims this isn’t the case for every track.

### Debating Spotify Manipulation

Questions have arisen about potential playlist manipulation to boost Velvet Sundown’s Spotify presence. Frelon avoided providing a definitive answer, saying, “I’m not managing the Spotify backend, so I can’t really explain that.” He did mention the band landed on some heavily followed playlists, which seems to have initiated their growth. When asked if they might have used their own playlists for promotion, he admitted he couldn’t answer.

## The Velvet Sundown Mystery

The phenomenon surrounding Velvet Sundown kicked off in June when two of their albums unexpectedly surfaced on various streaming platforms, including Spotify, Amazon Music, and Apple Music. This seemingly unknown band quickly amassed hundreds of thousands of listeners with music described as “a fusion of Seventies psychedelic textures with cinematic alt-pop and dreamy analog soul.”

### Authenticity Concerns

Skepticism about the band’s authenticity arose as songs like “Dust on the Wind” seemed like generic versions of Seventies rock. Additionally, the photos of the group appeared to have AI-generated qualities. On platforms like Reddit, users labeled the band as “completely fake.” Musician Chris Dalla Riva raised questions about their existence on TikTok, and Deezer mentioned that “some tracks on this album may have been created using artificial intelligence.” Analysis from Music Ally suggested that most playlists featuring the band originated from just four Spotify accounts, raising further questions about their catalog’s placement.

## Response from Velvet Sundown

This week, the band posted on their X account, declaring, “It’s absolutely ridiculous that journalists are insisting the Velvet Sundown is ‘AI-generated’ with no evidence. This is real music created during long nights in a cramped California bungalow using real instruments and genuine creativity.” Responses on X ranged from requests for a live TV appearance to demands for proof in a video.

### Spotify and AI Music Policy

Spotify currently has no restrictions against AI-generated music. Glenn McDonald, a former data analyst at Spotify, noted that past challenges with fake listeners may have shifted towards fake music. He argues that Velvet Sundown’s rise can be attributed to multiple factors, including artists paying for playlist placements. The company’s algorithm now employs AI in ways that can suggest music based on audio characteristics rather than human-focused listening patterns.

## The Future of AI-Generated Music

McDonald posits that the dynamics of the music industry are akin to a lottery, making it increasingly plausible for a fabricated band to succeed. While many fake bands won’t catch on, the absence of protective measures raises questions about the implications for the industry. As for Velvet Sundown’s viral success, one anonymous A&R veteran pointed out, “It’s tied to their AI status, not the music quality. Authenticity feels lacking, but it’s inevitable that AI will create a hit song one day. When that happens, no one will care who made it; they’ll simply enjoy the melody.”

## Embracing AI in Music

Frelon emphasizes the need for music enthusiasts to embrace AI tools, noting that the fear surrounding them can be overstated. “I understand that people have passionate feelings about this,” he remarks. “However, it’s essential to allow artists the freedom to explore new technologies and approaches, enabling growth in music and culture. Progress stems from experimentation, which may sometimes yield unexpected results. That’s the spirit we aim to capture.”

What are your thoughts on the impact of AI in the music industry? Do you think it’s a trend worth embracing or a challenge to authentic artistry?