Jaddan Comerford On AI In Music: 'It’s Not One Size Fits All'
"When technology serves the artist, everyone wins. But that also means protecting what’s theirs," Comerford said.
Jaddan Comerford (Credit: Supplied)
UNIFIED Music Group Founder and CEO Jaddan Comerford appeared at SXSW Sydney today (16 October) and participated in a conference session about creativity, innovation, and the future of music.
Discussing the issues that artists and businesses face in 2025, Comerford shared his thoughts on AI, copyright, streaming, tech, and why the future looks bright for Australian artists.
Commenting on AI’s rapid development, Comerford said, “Technology is here, and we can’t fight it. But like anything, it’s not one size fits all. Success comes in all forms. And these opportunities are what we make of them.”
Opening up about technology’s general role in music, in addition to AI, Comerford noted that not just one thing makes music—musicians, the industry, tech, culture, and community will shape the future of music. He also said that the answer to problems artists face “isn’t to fight technology,” but to build alongside it.
“The future of music won’t just be shaped by people inside the industry. It will be shaped by the intersections of music, tech, culture and community,” Comerford said.
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“The answer isn’t to fight technology. The answer is to build with it. Our artists need smarter tools, and it takes artists with brave ambition to want to embrace those tools. Because with technology comes independence and opportunity… Tech isn’t just convenience, it’s power for artists to control their own narratives, to turn creativity into impact and to scale up careers on their own terms.”
Comerford also addressed the Productivity Commission’s controversial interim report, Harnessing Data and Digital Technology, which includes the idea of creating a new “fair deal” exception in the Copyright Act for AI-generated text and data mining.
The Australian Recording Industry Association (ARIA) and Phonographic Performance Company of Australia (PPCA) say the move would be “ill-considered and contrary to Australia’s best interests.”
Comerford stated that the recommendation “shows a misunderstanding and a complete dismissal of the economic and social value of music and art,” highlighting the importance of protecting artists’ rights.
He added, “When technology serves the artist, everyone wins. But that also means protecting what’s theirs. Copyright isn’t just a legal framework; it’s the foundation of creativity. Supporting smarter tools goes hand in hand with protecting that foundation. Music can’t be treated as raw material without consent or compensation. And it’s technology that will allow us to do that.
“We must all play a role in advocating for artists’ rights, while still embracing progress and innovation.”
He continued, “Sometimes, tech might make it feel like we are losing connection with each other, but community building proves how social we are and how much music fans genuinely want to support their favourite artists.
“A viral hit grabs your attention. But an artist? They contribute to culture. Ignite movements. And timestamp the moments that define a generation.”
SWSW Sydney wraps for another year on Sunday, 19 October.
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