The Rise of Deepfake AI in the Music Industry: Vybz Kartel Stars in Latest Video

The Story

Vybz Kartel, the incarcerated Dancehall star, has made a comeback of sorts in the music video of Rvssian and American rapper Trippie Redd’s new track “Sixteen” thanks to Deepfake AI technology. The video was directed by Shane Creative and produced by VFXByRez. The use of deepfake AI tech for the creation of a music video is a first for the dancehall industry, and much of the success behind it is within the impressive use of AI technology used to create a semblance of the deejay. Shane Creative’s direction and VFXByRez’s skills have managed not only to create a convincing image of Vybz Kartel but also to bring a much-needed dose of nostalgia to the song which celebrates friendship and loyalty.

The Implications

The use of deepfake AI technology in the entertainment industry has been around for some years. However, this marks a different and potentially worrying trend. As AI technology becomes more efficient in mimicking reality to near perfection, is it possible that the music industry, and other entertainment mediums, may start to use deepfake AI as a crutch to recreate the performances of artists who have either retired, passed away, or like in Kartel’s case, been incarcerated? While this use of technology has the easy potential to exploit artists’ images and further blur the line between human performance and simulation, it could also present a new way of showcasing an artist’s work to a broader audience.

The Philosophical Conversation

The ethics of deepfake AI in entertainment, especially music, remains a fascinating philosophical conversation. While it offers a new way of reintroducing the works of artists of the past to new generations, it also has the potential for misuse. The creators of deepfake AI systems note that it is the responsibility of creators who produce the content to represent it as a simulated performance and not an authentic depiction. While this kind of technology remains popular, the issue of what constitutes a true performance will continue to be an unwavering debate on the philosophical plane.

The Advice

The use of deepfake AI technology in the music industry’s production presents a challenge to artists, industry and technology creators, and consumers. However, it is important for all parties to consider the implications of this technology’s development, use, and misuse. As consumers, it is essential to appreciate the efforts of the creators and the artists while being vigilant about the authenticity of the performance. For the industry and creatives, it is vital to maintain transparency and proper representation of the simulated performance, safeguarding the original performers’ intellectual property rights, and avoiding the potential exploitation of their images. Continued dialogues and regulatory guidance that address the responsible use of deepfake AI systems are imperative for the industry and technology creators. As the technology evolves and becomes more efficient, the industry must consider ways to utilize it without eroding the integrity of the artists, their images, and their works.