Universal Music Group (UMG) and AI audio firm ElevenLabs have signed a broad licensing deal to launch a new AI-powered music platform built on UMG's artist catalogue. The platform will let fans remix and mash up tracks, create new interpretations of songs, and generate "personalised vocal experiences", with further joint AI audio products planned. The deal marks a shift in how major labels are engaging with AI music technology, moving from cautious litigation towards direct collaboration and monetisation with licensed platforms.

The agreement follows a day after Suno launched its first label-backed AI models with Warner Music Group, Believe and BMG, underlining rapid movement across the industry towards licensed AI music tools. Unlike UMG's existing partnerships with AI firms such as Hook and Udio, the ElevenLabs deal involves building an entirely new platform from scratch. UMG and Sony Music remain locked in litigation against Suno over alleged copyright infringement, highlighting the contrast between labels' legal and commercial approaches to AI music firms. ElevenLabs, founded in 2022, raised $500 million in a Series D round earlier this year at an $11 billion valuation, and has already moved into music with its "The Eleven Album" series featuring artists including Liza Minnelli and Art Garfunkel.