Is your music really yours in the age of AI?

In this episode of Bobby Owsinski's Inner Circle, Marc Gray, CEO of SonicOrigin, dives into the future of audio verification. From watermarking that survives TikTok filters to tracking AI-generated content, Marc shares why authentication is becoming essential in today’s music and media industries. If you’re a creator, label, engineer or just curious about where music tech is heading, this episode will open your eyes to the tools that may soon become standard.

KEY TAKEAWAYS
• Why people no longer trust what they see or hear online
• What makes content “copyrightable” when using AI tools
• How SonicOrigin’s watermarking survives pitch, speed, and format changes
• Why mastering engineers are ideal for embedding watermark tech
• How new California laws will impact AI content labeling
• Differences between watermarking, signal injection, and fingerprinting
• How multiple payloads allow metadata to be private or public
• The role of distributed ledgers in proving content provenance
• Why industry-wide buy-in is essential for adoption
• How watermarking could extend into advertising, podcasts, and deepfake detection

BEST MOMENTS

00:02:23. “We have created the most resilient watermarking technology ever created.”
00:03:03. “It survives pitch changes, speed adjustments, stem separations.”
00:03:55. “Most AI-generated content will soon be required to carry a watermark.”
00:04:49. “The minute one artist hears one artifact, you’ve lost all credibility.”
00:08:47. “You cannot escape the underlying code.”
00:10:15. “Only works if there are maybe one or two watermarks, not 85.”
00:12:22. “Nobody trusts what they see on the Internet anymore.”
00:14:04. “The commercial aspect is stopping piracy. The other is deepfake detection.”

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