To some it may seem ironic that the world’s number one purveyors of manufactured music are speaking out against AI rather than simply ‘getting with the program’. But this is no battle against manufactured music. This is a new war against the wholesale reappropriation of carefully cultivated artists' likenesses for publication in scandalous and ever more realistic deepfakes.
And, rather than simply step back and let its artists weather their personal storms, HYBE – one of K-Pop’s biggest labels and the home to artists such as BTS and LE SSERAFIM – is stepping up and stepping in to stem the flood.
