Fender CEO Edward “Bud” Cole has addressed the backlash against his comments concerning AI after they were re-circulated last month.
During a conversation with T3 earlier this year, Cole likened cover bands to a form of “analog AI”. It came as part of a wider conversation discussing AI’s place in the guitar world.
His sentiments were scrutinized by the online guitar community. Key figures such as Rhett Shull, Josh Scott, and Samuraiguitarist were among those to take issue with Cole’s stance.
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Cole has now addressed the controversy in a statement issued to Fast Company, in which he dives further into his view of AI.
“I had a conversation a few months ago about AI in music,” Cole says. “My intent was to talk about how technology can help artists and players learn and grow, but I realize I didn’t fully convey that perspective
“Music is an inherently human experience, and great songs are born out of people’s lives, their creative energy and the countless hours spent learning their instruments – something no machine can ever replicate.”
Cole had received criticism for his apparent oversight in failing to recognize the importance of that latter point.
By comparing cover music to artificial intelligence, Cole’s comments seemingly ignored the craft required to learn the music and instrument, and the innate human experience that comes with playing in a real band.
Cole now admits his original words were misguided, recognizing that music is first and foremost a human discipline. And, while he continues to champion AI’s place in music, he also recognizes that musicians cannot be jeopardized in doing so.
“Many of the concerns people have about AI are real,” Cole continues in his Fast Company statement. “Conversations need to happen about how to advance AI while protecting artists and upholding respect for their work.”
However, while Cole does recognize the innate human aspect of music, he doesn’t directly address his comments specifically on cover music. Rather, he doubles down on the notion that AI should be used by players to explore “their own creative ideas”.
Indeed, Fast Company notes that Cole views AI as a supporting tool that should be used to help beginners learn and give seasoned artists “new ways to explore, refine and experiment with their own creative ideas”.
“Music starts and ends with people,” Cole says. “It always will.”
It’s the latest controversy for the firm, after its high-profile legal campaign to protect the Stratocaster body shape has come under fire. In a recent development, Fender sued Thomann for copyright infringement.
