For over 15 years, Triple 8 Management has been at the forefront of artist representation, boasting a diverse roster that includes Drew Holcomb & the Neighbors, Local Natives, Mat Kearney, and JOHNNYSWIM, among many others. Founded on August 8, 2008, Triple 8 has made a name for itself by providing personalized attention to each of its artists, helping them navigate the evolving music industry with precision and care. The company has consistently positioned itself as a strategic partner for its roster, ensuring its artists not only succeed but thrive in an ever-changing market.
But now, in the face of a rapidly advancing A.I. landscape, Triple 8 is doing something revolutionary: they’re proactively safeguarding their artists' creative works with the help of Sureel, a cutting-edge A.I. attribution, protection, and monetization platform. This partnership is a game-changer, ensuring that the musicians Triple 8 manages retain control over their creations and can monetize their work as artificial intelligence becomes an increasingly dominant force in the industry.
With this partnership, Triple 8 Management becomes the first artist management company to offer its artists the chance to protect their music from the A.I. revolution. Sureel’s platform provides a sophisticated set of tools that allow A.I. companies to operate with full respect for artists' rights, giving musicians the power to control how their work is used and ensuring they’re compensated fairly for it.
Paul Steele, a partner at Triple 8 Management, explained, “We’re committed to fostering an environment where our artists can create freely without fear of exploitation. A.I. is reshaping the industry, and this partnership with Sureel ensures our artists’ rights are not only protected but positioned to benefit from these advancements.” He went on to say, “Sureel streamlines that process, so A.I. companies know exactly how to respect our roster’s preferences, and our artists see a clear path to protect and monetize their work.”
While A.I. has long been viewed with a mix of excitement and trepidation in the music world, Triple 8’s partnership with Sureel is focused on turning A.I. into an opportunity, rather than a threat. The platform gives artists the ability to opt out of having their music used in A.I. training or specify how their work should be handled, ensuring their artistic integrity is respected. It also opens up new revenue streams, allowing artists to license their work in ethical and innovative ways that weren’t possible before.
The collaboration is particularly timely as the generative A.I. market is set to skyrocket to $42 billion by 2030, and the music industry is facing its own challenges, including an expected 24% decline in revenue over the next few years. These figures highlight the need for forward-thinking solutions that empower artists, rather than leaving them vulnerable to exploitation.
A New Standard for Artist Management
Triple 8’s approach to A.I. is setting a new standard in artist management. The partnership with Sureel not only ensures that artists have control over how their work is used, but it also gives them access to real-time data, allowing them to monitor how their music is being utilized in A.I. training processes. This level of transparency and control is something artists have rarely had in the past, especially as A.I. technologies have evolved so quickly.
Steele elaborates, “Our artists’ creativity is their most valuable asset. By working with Sureel, we’re taking a bold step forward—ensuring they not only retain ownership of their work but also unlock new financial opportunities in an A.I.-powered future.”
With A.I. companies scrambling to figure out how to ethically integrate music into their algorithms, this partnership provides a blueprint for how artists and A.I. can coexist. Instead of fearing the technology, Triple 8 is showing that the key to thriving in this new world is collaboration—making sure that A.I. companies know exactly how to use creative work responsibly, and ensuring that artists can benefit from the A.I.-driven economy.
A.I. is Not a Threat—Inaction Is
Inaction in the face of A.I.'s rise is what Triple 8 sees as the real threat. As generative A.I. technologies become more ingrained in the music industry, the potential for misuse or under-compensation is high. But with Sureel’s patented A.I. attribution technology, Triple 8 is ensuring their artists don’t just survive—they thrive.
Tamay Aykut, founder and CEO of Sureel, underscores the importance of taking action now. “A.I. is not a threat, inaction is. By taking action now, the Triple 8 Management team is setting a new industry standard. They are demonstrating that artists can and should have control over their creative influence in A.I. training.”
Sureel’s co-president, Aileen Crowley, echoed that sentiment, saying, “We’re thrilled to partner with Triple 8 Management in this first-of-its-kind initiative. It’s imperative for the creative community to lead in the next phase of growth in the music + A.I. business, and this partnership demonstrates exactly how artists can protect their work while unlocking new opportunities.”
A Bold Step Into the Future
Triple 8 Management isn’t just responding to the A.I. revolution—they’re leading it. With this partnership, they’re showing the music industry how to approach A.I. with responsibility and foresight. Instead of waiting for the A.I. wave to crash down, Triple 8 is riding it, ensuring their artists are protected, respected, and able to capitalize on the technology.
The future of the music industry is undoubtedly intertwined with artificial intelligence, but with companies like Triple 8 Management taking the reins, artists can rest easy knowing they don’t have to choose between innovation and integrity. Thanks to Sureel, they can have both.
