Do Musicians Need To Be On Sora & Vibes?

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The Filter Bubble Problem

We all live in our own content bubbles now. You find yourself asking friends, "Is it just me? or is _____ all over the feed" because your algorithm might be making you crazy, sending you down rabbit holes that create blind spots. For me personally, I give strategic advice, so if I lose myself in a rabbit hole and can’t see the outside, I am worthless, so I have to work hard to look at different feeds and perspectives to keep objectivity.

Reality Checking Through Conversation

Part of the work involves discussing your reality with others and determining if it aligns with theirs. This week, I got flooded with texts about Sora content and realized this is most people’s experience. It wasn't just my feed, this platform is flooding everyone’s feed. People are genuinely excited to make silly things with AI and Sora, and to a lesser extent, Zuck's predictably mid-tier product release of Vibes.

I've grown to hate AI slop videos more than I hate bland corporate coffee (death before Blank Street), but I found myself genuinely amused this week. My buddy Goshfather made some clever ones recontextualizing his artistry. And let's be real, desecrating the deceased Stephen Hawking is ethically questionable, but watching him ride a skate ramp gave me a chuckle, dystopian as it is.

But I know you, you aren’t here for my doing a bad Mark Fisher imitation and diagnosing our descent into hell. I am also not going to get into the ethics of it since my friend John Strohm did that much better than I could on his newsletter (he was also a great guest on our podcast that is linked at the top of this newsletter and we get into the ethics of AI). I deleted what I had written here after reading his take. So let me do what I do best and tell you how to navigate these platforms for promoting your music.

Social media has created a cruel side effect for everyone. Whether you want to support a platform or not, claiming your name is smart because imitations can tarnish your image. I hate giving these platforms numbers that inflate their user growth statistics, but having an account does protect you (a bit more). When impersonators pop up, you have actual recourse to protect your intellectual property (I should say this advice is for the smaller artists, not the top artists with representation that can barge into these offices and get change done). People love creating fake profiles these days, and claiming your name makes that far less likely.

Enjoying this? Forward it to a music friend you’d like to be closer to and start a discussion!

I find it largely unethical myself, but I have no doubt some artists will do amusing things with it. The ability to add your own likeness opens up new expressions for artists, but we've seen this pattern with AI before. It's fun for a minute while we sit in awe of new possibilities, then slop pours over it at breakneck speed, and the audience gets numb to it and then gets angry at the artists, late to the game, flooding them with slop. We all find it boring and overdone in record time.

If you're trying to be a timeless artist, this isn't the move. If you're just trying to get attention by any means necessary…. well… you've already drawn your own conclusion.