The composer has been co-developing MatchTune for several months, the new benchmark for music marketplaces. Guest of Tech&Co, André Manoukian returned to his company’s ambition to help content creators through music and artificial intelligence.
It’s often a big challenge for videographers and editors: finding the right music for their video. A problem that is no longer a problem thanks to MatchTune. The company specializes in helping video designers for the musical part.
The principle is simple: the user will upload his video to the platform and depending on the atmosphere, the algorithm will choose the most suitable music. “Synchronization is done in just a few seconds” according to André Manoukian, guest of Tech&Co. The jazz composer was notably supported by the engineer Philippe Guillaud for the artificial intelligence part.
The idea is in no way to compete with video streaming giants like Spotify and Deezer, but to help creators of all kinds: “the goal is to help composers get known, there are a number exponential talent pool. 80,000 new songs arriving on platforms every day, how do you get noticed?”
The objective is also to better remunerate the creators of musical content. The latter often struggle to earn a living thanks to the income generated on traditional platforms. “Listening to a sound 200,000 times earns the artist about $400 with a classic streaming service. With MatchTune, it’s 50% for the artists and 50% for the platform,” explains André Manoukian.
800,000 songs available
The algorithm adapts to all situations and can thus reduce the duration of the music or slow down the tempo if necessary. The software is also able to manage the music according to the changes of plans. The company works from the compositions of musicians and declared works. In total, more than 800,000 pieces of music in partnership with 14 publishing houses are listed on the platform.
A boon for content creators who are often restricted during the editing process since online video platforms such as Youtube are very vigilant about the musical choices of the videos. The music known to all is indeed subject to copyright. If a user were to use one for their video, it would be automatically blocked.
But can artificial intelligence replace musicians? According to André Manoukian, there is no question. “The day a robot will create and compose music worthy of the name is the day it will have heartache,” says the musician, who advocates artificial intelligence as a help for composers to progress, not to replace them.