The music industry is in constant transformation, driven by advances in technology and new forms of artistic creation. Enter All Music Works, a record label based in Málaga, Spain, which focuses exclusively on music and artists developed through artificial intelligence (AI). Founder Carlos Zer talk to me Billboard Español about their innovative approach, the challenges they face and how they could redefine the rules of the game in the music scene.
“This project was born out of personal frustration,” says Zehr. “I have always been passionate about music. I studied piano from a young age and was a voracious consumer of concerts and festivals. But when I wanted to create my own music, I faced limitations in time, skills and resources to achieve what I envisioned.” This obstacle led him to explore artificial intelligence tools applied to music production, a path that changed his perspective: “I achieved results that were not only impressive in quality, but also explored sounds and styles that I would like to hear in the current market” .
Zehr has a diverse background that combines marketing and technology, and entrepreneurship. A 2014 graduate of the University of Granada, where he studied management and business administration, he has held leadership positions in marketing agencies and video game studios. In 2020, he founded Noname Hub, a company focused on branding and innovation. and in 2022, he launched Nonoki, a music and video streaming platform that became one of the most popular apps in Spain and South Korea. Both projects are still active today.
Unlike other projects that have used AI to launch individual virtual artists, such as video game-related bands such as League of LegendsAll Music Works proposes a much more ambitious approach: creating a collective of artists with their own stories, personalities and musical styles. “We design each artist's personality, visual style and musical genres from the ground up,” says Zehr. “Everything starts with a human process, with a detailed study and creative approach that we then augment with AI.”
The initial roster includes 10 iconic artists from genres as diverse as indie rock, reggaetón, alternative trap and drum & bass. Among them are The Good Dog, a group that combines Britpop and garage rock, and Cielo Roto, a Madrid-based group that combines indie, rock and cumbia.
But All Music Works is just getting started. “From here, we'll be launching capsules with three new artists over the next few months, while continuing to promote the current artists,” says Zehr.
The next step is to bring the virtual artists of All Music Works to the stage. The company now develops various presentation formats, from DJ sets to immersive experiences, depending on the identity of each artist. However, its main focus is on hologram technology. “We are working with production companies and are researching the implementation of holograms in our shows,” says Zehr. “We want the experience to be as impressive as it is innovative.”
The goal is not only to generate curiosity, but to establish the company as a leader in an emerging industry around virtual artists who combine creativity and technology.
Being a pioneer in such a disruptive field is not without its challenges. Zehr acknowledges that while the idea has generated curiosity and admiration, All Music Works has faced criticism and questions about the authenticity and ethics surrounding the use of AI. Being a trendsetter is “positive because we're blazing a trail,” he says, “but it also means being the first to face legal, ethical and creative challenges.”
All Music Works does not intend to replace human talent but rather to expand the creative landscape. “We're offering something that wouldn't be possible without technology, but the human element remains essential,” he says. For him, AI is a powerful tool, not a substitute, because the creative process is still anchored in human intervention, from artists' conceptualization to the most technical details. “We're using technology to push the boundaries of what we can achieve,” he says.
Being a pioneer in such a disruptive field is not without its challenges. Zehr acknowledges that All Music Works has faced criticism and questions about the authenticity and ethics of its use of AI. Being a trendsetter is “positive because we're blazing a trail,” he says, “but it also means being the first to face legal, ethical and creative challenges.”
From the lyrics to the musical arrangements, each piece of music is precisely designed, adjusting details such as the key or tempo to convey the desired emotions. This approach not only allows for the exploration of new styles but also ensures the authenticity of the creations.
According to Zehr, the company has generated unexpected interest in the music community. “We've had a flood of requests from real composers and musicians who want to work with us,” he says.
The group is also preparing to face legal challenges. Operating in uncharted territory, the firm helps set precedents for the industry, hand-in-hand with expert lawyers. “We're helping to define how these issues will be addressed in the future,” Zehr emphasizes.
According to Zehr, the company has generated unexpected interest in the music community. “We've had a flood of requests from real composers and musicians who want to work with us,” he says.
In addition to its roster of artists, the company is exploring partnerships with brands to develop virtual artist ambassadors. This approach offers an innovative way for brands to connect with their audience through personalized and creative experiences.
All Music Works ushers in a new era in music, challenging established norms and offering new possibilities for artists and the industry. “The question is not whether music will change with technology, but how we will adapt to that change,” says Zehr.
