A mysterious band, The Velvet Sundown, rapidly gained over a million Spotify listeners, sparking debate and confusion. Initially denying AI involvement, a spokesperson later claimed it was an "art hoax" using Suno AI. However, this claim was also revealed to be part of a larger deception, leaving the true origins of the band shrouded in mystery and raising significant questions about AI's role in the music industry.
The Enigmatic Rise of The Velvet Sundown
In a perplexing turn of events, The Velvet Sundown, an indie psych-rock band, swiftly ascended to prominence on Spotify, amassing over a million monthly listeners. Their sudden popularity, coupled with a complete lack of digital footprint for its supposed members—Gabe Farrow (singer), Lennie West (guitarist), Milo Rains (bassist), and Orion 'Rio' Del Mar (percussionist)—raised immediate suspicions. Promotional photos of the band also bore the hallmarks of AI generation, further fuelling speculation.
The Hoax Within a Hoax
The controversy deepened when a man using the pseudonym Andrew Frelon claimed to be a spokesperson for The Velvet Sundown, admitting to Rolling Stone that the music was created using Suno AI as an "art hoax." Frelon, who later confessed his entire identity and involvement were fabricated, stated his intention was to highlight the ease of creating deceptive content and the media's verification processes. This revelation, however, was quickly countered by the band's official channels, which disavowed any connection to Frelon, stating he was attempting to "hijack the identity" of the band. The official Velvet Sundown X account eventually admitted to being a "synthetic music project guided by human creative direction, and composed, voiced, and visualized with the support of artificial intelligence."
Key Takeaways
Rapid Rise to Fame: The Velvet Sundown quickly gained over 1 million monthly listeners on Spotify, despite having no discernible human presence or history.
AI Accusations: The band's music, imagery, and lack of human footprint led to widespread accusations of being AI-generated.
The Andrew Frelon Deception: A man named Andrew Frelon claimed to be the band's spokesperson and admitted to using Suno AI for the music, only to later reveal his entire story was a fabrication.
Official AI Admission: The Velvet Sundown's official X account eventually confirmed they are a "synthetic music project" utilising AI.
Industry Implications: The saga highlights the growing challenges for the music industry in distinguishing between human and AI-generated content, and the potential for AI to disrupt traditional artist development and royalty structures.
Broader Implications for the Music Industry
The Velvet Sundown saga has ignited a crucial debate about the future of music in the age of artificial intelligence. Deezer, a rival streaming service, has already implemented AI detection tools, flagging The Velvet Sundown's music as "100 per cent AI-generated." While Spotify's CEO, Daniel Ek, has indicated no plans to ban AI-generated music, the incident underscores the urgent need for clear guidelines and transparency.
Artists like Sir Elton John and Dua Lipa have voiced concerns about AI's impact on copyright and intellectual property, advocating for stronger legal frameworks. The ease with which AI-generated content can achieve mainstream success, coupled with the difficulty in identifying its origins, poses a significant threat to human artists and the integrity of the music ecosystem. The question remains: how will the industry adapt to a landscape where the line between human creativity and algorithmic generation becomes increasingly blurred?
