At the same time, both trade unions emphasise that they have reserved members' rights in relation to generative AI towards all labels operating on the Danish market. This means that rights for use in AI contexts will have to be collectively negotiated through the unions in the future.

A Nordic declaration is now being sent from a number of artist, musician, and performer organisations, representing hundreds of thousands of rights holders, as an open letter to all labels. This warns against developments where music is used for AI training and the generation of synthetic content without the genuine involvement of the artists and performing artists who created the material.

“We are seeing a development where AI agreements are increasingly being made between large commercial players, while artists are left out in the cold. This is not acceptable. Musicians are finding that their labels are selling their works for AI training and entering into agreements on their behalf without their mandate,” says Sara Indrio, chairperson of the Danish Artist Federation and in Performex.

”When music is used to train AI, it must be done on the basis of consent and collectively negotiated agreements. Otherwise, we risk undermining the entire foundation upon which the music industry rests,” says Sara Indrio.

The Danish Musicians' Union also points out that strengthened collective agreements are crucial for ensuring balance in an industry where tech companies and labels are increasingly entering into agreements on the use of music for AI training.

“Artists and performers should not be left alone to face tech giants and new technologies. Collective agreements are the only way to ensure real influence, transparency, and a fair share of the value created. This also applies to AI. Therefore, it is crucial that artists” organisations are at the table from the start and are not left to merely pick up the artists afterwards," says Thomas Sandberg, chairman of the Danish Musicians' Union and vice-chairman of Performex.

”We all celebrated when the major labels took legal action against big AI services, to protect the rights and works of artists. Now we are watching in horror as the major labels are doing exactly the same,” he says.

He emphasises that artificial intelligence is not the problem in itself, but the way it is implemented in the music industry is decisive.

“Music is not data without context. It is people's work, performances, and identity. Therefore, control over its use must lie with the artists themselves through their organisations,” he says.

The joint Nordic declaration brings together organisations from Denmark, Sweden, Norway, Iceland and Finland. Together, they represent hundreds of thousands of artists, musicians and performing artists.

The message is unambiguous: AI in the music industry must be regulated through collective agreements based on consent, transparency, and fair remuneration.

“This is a stand against developments where artists” rights are lagging behind technology. When organisations from across the Nordic region unite, it sends a clear signal to the industry: AI agreements cannot be made without involving the people whose work they are built upon," says Sara Indrio.

Read the joint declaration: Built on Our Work – Without Our Consent