Amid the discourse surrounding generative A.I. and the potential negative impact it could have on creators, Swedish innovators Snafu Records are using A.I., not to replace human artists but to identify, uplift, and invest in them.
Snafu Records uses an A.I. A&R tool named “EMMA”
Snafu announced a $7 million round of funding in equity and credit. The round was led by Pophouse Entertainment and also brought along renowned music manager Marc Jordan, through his investment fund Blue Amber Investments, multi-platinum artist LP, Supercell co-founder Mikko Kodisoja, and Danish VC firm Blackwood Ventures. This round serves as validation of the success of Snafu Record’s existing label and excitement for its newly launched, SongFund.
Ankit Desai – CEO & Founder at Snafu Records
“When we founded Snafu, we had already recognized that A.I. was poised to be a catalyst for change in the music world. As creators at heart, we wanted to leverage this technology to uplift the numerous talented artists worldwide. Rather than focusing on generative A.I., our intent has always been to craft algorithms that spotlight undervalued talent across the globe.
There is already a wealth of incredible human-created music being released every day that does not have the opportunity to be heard. We got into this business because we were touched by the unifying power of music. We see that our goal is to use technology to bring people together with other people, not together with another algorithm.” – stated Snafu Records CEO & founder, Ankit Desai
Snafu Records A.I. A&R tool (fondly dubbed ‘EMMA’) has been trained to find undervalued artists based on a wide range of metrics. ‘EMMA’ has identified numerous rising stars for Snafu Records, such as the TikTok hit song, “maybe my soulmate died,” by iamnotshane, which has amassed over 75 million streams since its release last year.
“The response has been tremendous. In just a few months, we’ve paid almost $2 million in advances to independent artists. What’s more, many of them, including Edo and Jo and Matt Duncan, have more than doubled their monthly listenership since joining Snafu’s Song Fund. We are excited about what lies ahead.” – noted Mira Howard, who leads Snafu’s Song Fund
Recently, Snafu Records has also begun using its A.I. algorithm EMMA to identify existing strong catalogs that could be reaching wider audiences. Snafu Records invests in these artists through up-front cash advances and catalog growth strategies. These advances, funded by the accordingly named, Snafu Song Fund, provide artists across a wide range of genres and geographies with the crucial financing they need to focus on new music.
In an industry where A.I. is often seen as a threat to human creativity, Snafu Records and initiatives like the Snafu Song Fund are proving that A.I. can be an ally – a tool that discovers and amplifies the voices of talented creators who might otherwise go unheard.
“One of the biggest challenges independent artists face is financial. It costs money to tour, to finish an album, or even to make a living as a creative. What Snafu is doing with Snafu’s Song Fund, using A.I. to identify artists for financial support, can allow more artists to earn a living from their art. That’s where the future of the music industry is headed.” – stated Marc Jordan, manager and investor in Snafu Records
Snafu Records is a Stockholm-based startup committed to using A.I. to discover and elevate undervalued talent in the music industry. Since its founding in 2020, Snafu Records has leveraged A.I. technology to empower artists and create a music industry that better serves creators.
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