The rush to inject AI into music has raised fears of creative replacement. But the real shift is more nuanced: freeing artists from busywork, simplifying low-stakes tasks, and sharpening the value of expert craft where it matters most. Faye Ehrich is Head of Marketing at DISCO, a platform for professionals to manage and pitch music. She sees AI less as a disruptor and more as a chance to redraw the lines between craft and convenience.
Shortcut, not substitute: "Think about how design was democratized by tools like Canva and Squarespace. It didn’t eliminate the need for expert designers," says Ehrich. "You still see a premium put on experts in their craft. People still work with design teams to build the foundation, but they don't need a designer to spin up an Instagram post."
Ehrich sees AI not as a threat to creative expertise, but as a way to sharpen its value by drawing a clearer line between foundational craft and everyday execution. "I hope we see a similar thing with music, where the core is still done by experts, but maybe editing a track for a marketing asset becomes simpler."
Creators gonna create: She champions a human-centric approach that frames AI as a helpful assistant, not an autonomous replacement. “The positive spin around AI is that it’s giving you time back to do the intellectual, creative work—the reason you got into your field in the first place,” she explains. “In our platform, AI’s output is all editable by humans. We give you a first draft, but it’s not static or final.”
Bop or slop?: “The world is kind of intrigued right now with 'AI slop'. It's novel and funny, but that will wear off. I hope that it will always come back to an appreciation of craft and creativity.” That craft, Ehrich argues, is still out of AI’s reach. “AI is building upon what has already been. Music, more than anything, shows us what can be,” she says. “Old traditions can become radically new; genres can get mixed and sounds from a wide variety of backgrounds can come together. I haven't heard AI-generated music that is even close to being that possible.”
Stance speaks volumes: In the high-stakes world of sync and licensing, trust is currency. Unlike consumer discovery, this B2B ecosystem runs on precision and relationships, where a misstep can cost real deals. That’s why, Ehrich says, a company’s AI stance isn’t just about workflow—“it’s a core brand decision.” “What’s your stance and how do you support the creatives you work with?” she asks. “That’s an evolving conversation every team should be having internally. It’s not a static decision.”
Use it or lose it: For Ehrich, the real risk of AI isn’t job loss; it’s creative atrophy. “This is the existential question, isn't it? Does it become this crutch that dulls our capabilities and our senses, and keeps us from thinking those complex, connected thoughts?” she asks. “It's one thing to ask ChatGPT what to make for dinner with the ingredients in your fridge. It's another thing entirely for it to continuously take away the big thinking about your work, your brand, or a campaign.”