Optimism, Ownership & Identity Report
How Artists Are Defining the Next Era of Music
The future of music
Epidemic Sound’s new report, Optimism, Ownership & Identity: How Artists Are Defining the Next Era of Music, explores how artists see the future of music in the AI era. Based on research with 1,000 UK and US artists, the findings show they are optimistic about what AI can bring, with 93% already using it across their creative workflows.
But that optimism sets higher expectations for how the technology is developed, interrogated, and used. This report investigates the need for greater transparency around AI’s role in the creative process, alongside a demand for ethical use that protects, rather than exploits, human creativity.
Key findings: Artists are optimistic about AI, but demand more control
Artists are adopting AI quickly and see real opportunity in it. 84% agree that AI can enhance creativity when used responsibly, and 73% say it will increase opportunities in their profession.
Artists are equally clear about the conditions they set. 89% say control over their music, data, and creative identity will define their long-term success. 79% say disclosure is essential for trust, and 98% say it’s important that AI has permission before using their music or voice.
Artists are open to AI. Control, transparency, and consent decide how far.
73% of artists say AI will increase opportunities in their profession
AI is opening up new creative territory, and artists are leading the way. 80% expect to increase their AI use over the next 12 months, and 77% say it lets them experiment with ideas they wouldn’t otherwise explore. It also helps them work faster, reach new audiences, and build new income streams.
Not all artists share these appetites, with younger individuals expressing more ambivalence toward the technology. Only 42% of those aged 18–24 say AI can expand creative possibilities without replacing human artistry, compared with 73% on average. This chapter explores how artists are putting AI to use, and where they see the greatest opportunities.
89% of artists say control over their music defines long-term success
AI may become part of the creative process, but human authorship remains critical. 91% of artists are concerned about how AI is used. Not because they oppose it, but because of what it could mean for their work, authorship, and fair compensation.
The biggest concern is fully AI-generated tracks released without disclosure (47%), followed by AI replicating an artist’s voice or style (44%), and AI systems being trained on their work without permission (42%). This chapter looks at artists’ concerns with AI and why consent, control, and compensation are becoming the conditions for them to take part in an AI-heavy future.
79% of artists say AI disclosure is essential for trust
The line between human-made and AI-generated music is increasingly blurred. 78% of artists say it’s essential for audiences to know which is which, and 76% say transparency around AI improves content performance.
Two types of transparency matter here. Listeners need to know whether they’re hearing AI or a human, and artists need reassurance that their work won’t be used without attribution and fair remuneration. This chapter explores why both are needed in the AI landscape.
81% of artists say human-made content is becoming a premium
AI makes content creation easier to scale, but it can’t automate a distinctive identity or a genuine connection with an audience. 86% of artists say human-made music or sound strengthens emotional connection, and more name a strong connection with fans (37%) as their long-term goal than creative freedom (33%).
That’s pushing artists to foster direct relationships with audiences: 57% say social media is essential to building a music career. This chapter explores why identity and connection are becoming more valuable than ever.
AI changes the tools, not the importance of human creativity
Optimism, Ownership & Identity: How Artists Are Defining the Next Era of Music shows that artists approach AI as they have approached every new technology: by looking for the creative possibility in it. The opportunity is not to choose between human creativity and AI, but to create the conditions in which the two can coexist responsibly.
That means putting human creativity at the center of AI innovation, making consent clear, being transparent about where AI is used, modernizing remuneration, and shaping new tools together with artists. This creates an opportunity for platforms, companies, and the music industry as a whole to set the standard for what ethical AI looks like.
- The future of music will be shaped by optimism, ownership, and identity. Here’s how artists are defining the next era.
Epidemic Sound for artists
Epidemic Sound uses AI to empower human creativity, not replace it. The company works with real artists, and its AI tools let brands and creators find and adapt their tracks to fit their content. Artists remain in control and are paid when their tracks are used in the tools, and those who prefer not to take part can opt out.
Epidemic Sound artists earn over $60,000 per year on average, with top earners making as much as $200,000. With music soundtracking over 3.5 billion average daily views of YouTube and TikTok videos, artists also have a direct route to millions of potential fans.
About Epidemic Sound
Epidemic Sound is a global leader in music and sound for content creation, offering an extensive catalog that’s heard over 3.5 billion times every day. Its user-friendly licensing model allows brands and creators to access music with full usage rights while providing tools to elevate their content. Epidemic Sound partners with artists across all genres, providing them with financial support through a 50/50 royalty split, upfront payments, and bonuses. With the world’s only 100% IP-owned, worry-free catalog of music and sound effects powered by innovative software, integrations, and AI solutions, Epidemic Sound is the world’s leading soundtracking platform.
Methodology
Optimism, Ownership & Identity: How Artists Are Defining the Next Era of Music
The survey was conducted among 1,000 artists across the UK and US. The interviews were conducted online by Sapio Research in March–April 2026 using an email invitation and an online survey.
Sapio Research is a B Corp Certified full-service market research agency. Sapio Research is an MRS Company Partner, and employs members of, and abides by, the MRS Code of Conduct and ESOMAR principles.