Cover Sora AI tool created the MV Worldweight
Sora AI tool created the MV Worldweight
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As AI continues to evolve, its influence is rippling through the music industry, ushering in a new era marked by innovation and disruption.
As artificial intelligence continues to evolve, its influence is rippling through the music industry, ushering in a new era marked by innovation and disruption.
While debates over originality and copyright continue to swirl, an increasing number of artists are experimenting with AI in their creative work. The fast-paced advancement of this technology has unlocked fresh possibilities, offering both promise and uncertainty in equal measure.
AI has become more than a supporting instrument; it now serves as both muse and collaborator. Musicians are using it to compose melodies, develop harmonies, and even write lyrics that push the boundaries of conventional thinking. Producers, too, are turning to AI to refine sound design, generate effects, and create sonic experiences that captivate the senses.
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AI is slowly entering the music video production industry
In April 2024, audiences and creatives alike were taken by surprise with the release of Worldweight, a music video by artist August Kamp. What caught attention wasn’t just the visual splendour, it was the fact that the entire video had been generated by Sora, a video creation tool developed by OpenAI. Spanning over two minutes, the film guides viewers through dreamlike imagery of a world shared by humans and other imagined beings.
Above MV Worldweight by artist August Kamp
Soon after, in May, The Hardest Part, a new music video by Washed Out, was also crafted entirely with Sora’s technology. Reactions were mixed. The MV tells a wistful tale of two lovers, tracing their journey from youthful infatuation through to marriage, family life, and ultimately, parting from the world. Its aesthetic is romantic, tinged with nostalgia, and coloured with a slightly shadowed palette.
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Above The MV Worldweight impresses with its surrealistic frames (photo source: OpenAI)
The MV Worldweight impresses with its surrealistic frames (photo source: OpenAI)
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Paul Trillio, director of The Hardest Part, noted that with the support of Sora AI, they were able to effortlessly construct strikingly surreal visuals while exploring concepts that might otherwise remain out of reach. He remains optimistic about the possibilities AI could unlock for artists navigating the evolving creative landscape.
Both Worldweight and The Hardest Part drew a spectrum of reactions. Some were enthralled by the capabilities of artificial intelligence, while others pointed to lingering limitations in image quality and visual execution.
Above The Hardest Part was released later and also received mixed reactions from audiences and experts.
In Vietnam, on the occasion of the Liberation of the South on 30 April 2024, director Pham Viet Khuong released the MV Dai Viet Painting, created entirely using AI, in tribute to the country’s cultural and historical heritage.
The 32-year-old director relied on various mobile AI applications to craft visuals featuring natural landscapes, historical sites, and elements of traditional culture. Despite its creative ambition, the MV was launched with little promotion and consequently failed to capture much attention from the public or the media.
In July, Vietnamese pop star Dan Truong unveiled his latest MV, Em oi vi dau, and revealed that the production had been executed entirely using AI technology. However, the reception was far from favourable. The MV struggled to generate views and received an overwhelmingly negative response in the press.
Criticism centred on the MV’s visual execution. Viewers described the imagery as unappealing, lacking realism, and, in some instances, even disturbing. The AI tool used was never officially named, but the results suggested a platform significantly behind cutting-edge technologies such as Sora AI.
Could AI usher in a new era for the music industry?
As AI continues its swift ascent, the music industry finds itself in transition. Today, it is becoming easier than ever to compose songs or write lyrics. Anyone with a computer or smartphone can begin creating music with just a few clicks.
Yet, few well-established artists have embraced AI when producing music or videos. One reason lies in the limitations of current AI-generated visuals, which often fall short of the standards expected by discerning audiences. Dan Truong’s MV stands as a telling example.
Meanwhile, though The Hardest Part by Washed Out escaped major technical criticism, its reliance on AI technology sparked a different kind of backlash. Indie artist Youth Lagoon was among those who openly criticised the project, accusing Washed Out of compromising artistic integrity. Comments on the video’s YouTube page reflect widespread disappointment, with many expressing frustration over the use of artificial intelligence in place of human creativity.
Above MV The Hardest Part faced opposition from artists and audiences (photo source: Washed Out)
MV The Hardest Part faced opposition from artists and audiences (photo source: Washed Out)
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Sora AI’s debut project, Worldweight, also reveals the technology’s current shortcomings. Some visuals remain incomplete—fish that float passively in the current, for example, without ever appearing to swim—illustrating the limits of what AI can convincingly depict.
Nonetheless, emerging artists continue to explore AI video production for its affordability and accessibility. Music videos today are produced with a fraction of the budgets once considered standard.
Take, for instance, Taylor Swift. At the height of her video-making years, she astonished global audiences with big-budget releases like Bad Blood and Look What You Made Me Do, complete with lavish sets and celebrity cameos. In more recent years, however, she has shifted focus, prioritising vinyl releases and streaming platforms such as Spotify and Apple Music over cinematic music videos.
In this new context, AI presents opportunities. It may soon empower a generation of musicians brimming with ideas, yet lacking both financial resources and industry connections, to bring their creative visions to life.
Above Taylor Swift’s MV Look What You Made Me Do once stunned global audiences
Beyond technology, questions of originality, consent, and intellectual property continue to spark debate as AI becomes increasingly integrated into the music world. In late 2023, the anonymous artist Ghostwriter released Heart on My Sleeve, featuring AI-generated vocals mimicking Drake and The Weeknd, without either artist’s consent. The incident raised alarm over how musicians can retain control over their own voices in an age where imitation has never been easier.
Above Ghostwriter, the anonymous creator behind Heart on My Sleeve, used AI to imitate the voices of Drake and The Weeknd without permission (photo source: Billboard)
Ghostwriter, the anonymous creator behind Heart on My Sleeve, used AI to imitate the voices of Drake and The Weeknd without permission (photo source: Billboard)
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According to Associate Professor Josh Antonuccio of Ohio University, AI-generated songs, whether by emerging or established artists, will become increasingly common. In November 2023, YouTube Music unveiled its “Dream Track for Shorts” tool, designed to support users in crafting original music inspired by the styles of well-known artists such as Charlie Puth, Demi Lovato, Sia, and T-Pain. AI is now capable of composing new tracks in a matter of moments, drawing from an immense archive of online music.
Above YouTube Music announces the launch of the “Dream Track for Shorts” tool
While the artistic community remains divided, with some rejecting the trend outright and others embracing it, Mr Antonuccio suggests the most compelling question is not whether AI should be used, but how it will reshape the future of music. What happens when songs generated by machines manage to move listeners emotionally, or rival the quality of acclaimed compositions?
To this day, the discussion continues around creativity, and the roles of humans and machines in the artistic process. Yet, as Mr Antonuccio points out, art remains art. Over the past century, each wave of technological innovation has helped gifted artists craft remarkable work. In this light, the rise of AI may be seen as a natural chapter in that ongoing evolution even if many of its challenges remain unresolved.
