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Fortune
Fortune
Jeremy Kahn

Rihanna singing or an A.I.-generated fake? The music industry is threatened by the latest buzzy technology

(Credit: Illustration by Selman Hoşgör; Original photos from Left: Ezra Shaw—Getty Images; Tyler Golden—NBC/NBCU Photo Bank/Getty Images; Angela Weiss—AFP/Getty Images; ShowBizIreland/Getty Images; Geoff Robins—AFP/Getty Images; Paras Griffin—Getty Images; Prince Williams—Wireimage/Getty Images)

For fans of the reclusive R&B artist Frank Ocean, the short audio clips posted to group chat service Discord in early April were tantalizing. They purported to be leaked studio tracks from Ocean, who hasn’t released a full studio album since 2016 but has teased a forthcoming new project. 

Ocean-obsessed music collectors offered to buy the tracks for thousands of dollars to get them before everyone else. There was only one problem: The tracks were fakes, created with a new kind of artificial intelligence that is sending shock waves through the music industry and raising thorny questions about ethics, copyright, and how artists can protect their personal brand.

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