Héctor González Sánchez

I often think about what our mission is at Mastering.com. It's something that's constantly in flux. On the surface, it's pretty simple... to become the world's #1 audio school. But why bother? Why is that important? Ultimately, it comes back to music. And I believe that music is undergoing a radical change right now (along with many other forms of art). The act of creation is shifting. AI is forcing us to ask questions about what music and creativity means. And without going on a massive detour around all the different reasons why music is important (maybe another time)... I keep coming back to one core idea: Pure creativity. Being a "purist" is not always a good thing... But the more time goes in, I keep coming back to this word. -- → What is "pure creativity"? Pure. What does it mean? A quick Google defines the word as: "Not mixed or adulterated with any other substance or material." There are so many ways in which the creative music making process can be adulterated in today's world. I think it will become increasingly important to defend against these influences as time goes on. There are many practical decisions you will need to make as a musician and artist that will become increasingly vital. -- → How much of the production, mixing and mastering process do you hand off to others? Since you're reading this and you're on our mailing list, it probably means you've already decided that taking the production process into your own hands is important to you. I think this will become increasingly so, and the alignment and ownership of all elements of the music creation process will help you create in the purest way possible. Of course, there is a benefit to collaborating with third parties, and it simply depends on your goal. But the ability to write, record, produce, mix and master music yourself puts you, the creator, at the center of it all. -- → How much are you willing to use AI? This is the big one, and the talking point.

New comment 23d ago

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I’d like to share a personal idea I’ve been developing about the future of music creation — from composition and songwriting, through production and mastering, all the way to distribution — in the context of generative AI. I use the term Unicide (Unicity Killing) to describe my own concept for a structural limitation present in many AI-generated music systems: their inability to guarantee true unicity, understood as real exclusivity and defensible authorship. My view: 1. The low-end of the market will collapse. Across composition, production and content music, generative AI will flood the market with fast, cheap, interchangeable output. Abundance replaces value. Differentiation becomes irrelevant. 2. The mid–high segment will persist — and sharpen. Here, creation remains human-led, with AI used as an assistive tool, not as the author. This applies to writing, sound design, production decisions, mixing and mastering. Taste, intention and context remain central. 3. The real divide won’t be AI vs. humans, but Unicide vs. non-Unicide workflows. Most AI platforms suffer from Unicide: they cannot guarantee real exclusivity nor clearly demonstrate where human creativity ends and machine generation begins. This matters because, in most jurisdictions, copyright requires sufficient human creative intervention. If authorship cannot be demonstrated, ownership becomes legally fragile. 4. A key missing layer: automated traceability of human vs. machine creativity In my view, a crucial tool still needs to be invented (or standardized): a system capable of automatically tracing creative decisions, distinguishing human input from AI assistance across the full workflow. Possibly: - embedded at the tool level - or supported by blockchain-style ledgers - logging decisions, edits, prompts, revisions and intent This would allow certified authorship and copyright without requiring manual documentation. 5. The future belongs to systems that: - keep human authorship at the core - use AI as augmentation, not substitution - allow transparent traceability of creative decisions - can guarantee real exclusivity to the final client through their terms and systems

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Héctor González Sánchez

@hector-gonzalez-8004

Glocal Sound Academy - Estrategia para el Sector Musical - Creador del Método OCR - Co-fundador de una empresa musical que facturó 3M+ (40K+ clientes)