Marius Moga, the Romanian producer with countless chart-topping international hits is now transitioning from the recording studio to the world of tech startups, as the co-founder of Revocalize AI. But don’t call it his first rodeo in the startup world. “Starting as a producer, you are a startup,” Marius says.
Revocalize AI is the brainchild of Marius Moga and Sebastian Dobrincu, born from one’s intimate understanding of the music industry and the other’s business acumen. The company’s AI technology allows for the quick creation of demos in any artist’s voice, potentially upending the traditional music production process.
The current challenges in the music industry
Marius paints a picture of an industry stuck in time, where finding the next big hit is like searching for a needle in a haystack. “To talk about revocalizing comparison, the pain point was actually Michael Jackson going into the studio and recording maybe 40, 50, 60 ideas,” he explains. This process is not only time-consuming but incredibly expensive, especially in the days of analog recording.
The current system relies heavily on A&Rs (Artists and Repertoire professionals) to sift through thousands of demos, trying to imagine how they’d sound in a particular artist’s voice. Marius gives a stark example: “I have a friend that said he’s working at Rock Nation and he said Rihanna gets around 5,000 demos per album. Who’s going to ever listen to those demos?”
AI: The new backup singer?
Enter AI. Marius’s excitement is palpable as he describes how Revocalize AI could transform this process. “Now you can have exactly 5,000 demos already into Rihanna’s voice,” he says. This technology doesn’t just save time and money; it opens up new possibilities for song selection and artist-song matching.
But it’s not just about mimicking voices. Marius envisions AI as a tool to complement human creativity. “You can create an artist that uses the technicality of one to do the technical stuff, but use the timber of the other one that’s actually ear candy,” he explains, hinting at a future where AI could help create the perfect vocal performance.
Democratizing music
Perhaps the most radical idea Marius proposes is the democratization of music creation. “Every human being that’s able to produce sound with their voice can create their AI voice,” he states. This could lead to a world where anyone can hear themselves singing their favorite songs or even create new music using their AI-enhanced voice.
Marius sees this as more than just a novelty. “It’s selling confidence to people because they know they can sing,” he says, touching on the emotional impact this technology could have. He envisions a future where people can explore their musical potential without the fear of judgment that often comes with singing in public.
The dual impact of Revocalize AI
Revocalize AI isn’t just about giving fans a voice; it’s also about supercharging the music production process. For producers and artists, it offers a way to quickly test how a song might sound with different voices, potentially leading to better-informed decisions about which tracks to pursue.
For fans, it opens up new ways to interact with music. “I’m going to wake up in the morning and re-vocalize,” Marius says, describing a potential future where listeners can hear any song in their own voice.
Looking ahead
Marius is under no illusions about the controversies this technology might stir up. Questions about live performances, artistic authenticity, and the very nature of musical talent are bound to arise. But he sees AI as an inevitable part of music’s future, much like how digital production tools have become standard in today’s industry.
“They’re not going to care if it’s AI made, if it’s human-made, as long as it delivers on what they need,” Marius says, predicting how future generations like Gen Z or Gen Alpha might view AI-created music.
As Revocalize AI continues to develop, Marius stands at the intersection of music and technology, ready to ride the wave of change. Whether this AI revolution will produce the next generation of hit-makers or simply give us all a chance to sing in the shower with perfect pitch remains to be seen. But one thing’s for sure – the music industry is in for some interesting times ahead.
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Click the image and check out the full conversation with Marius Moga in the latest episode of our podcast – Sweat, Tears and Equity
