Grammy CEO says music industry also has AI concerns

LOS ANGELES, CALIFORNIA - FEBRUARY 04: CEO of the Recording Academy Harvey Mason jr. attends the 66th GRAMMY Awards at Crypto.com Arena on February 04, 2024 in Los Angeles, California. (Photo by Matt Winkelmeyer/Getty Images for The Recording Academy)

Image Credits: Matt Winkelmeyer / Staff / Getty Images

Harvey Mason Jr., CEO of the Recording Academy, caused a stir a few months ago. 

He announced that the organization’s prestigious Grammy Awards would finally accept music made with artificial intelligence. At first, people were confused, and then Mason came out to clarify that he meant only humans can submit to the awards, but that AI can be used in the creative process. 

“It’s a bit of a fine line, but that’s going to evolve,” he told TechCrunch about how the Academy is assessing the use of artificial intelligence in music. “My hope is that we can continue to celebrate human creativity at the highest level.” 

The rise of AI has consumed the arts, just as it has Silicon Valley. Everyone is pondering: Will AI replace me? And within music — what happens to copyright? Royalties? To the hard work I’ve put into my craft? Mason said there are indeed concerns sweeping the industry. Some people are scared and nervous, while others are excited and optimistic. Some artists are sending cease-and-desist letters to get unauthorized deepfakes of themselves taken down, while others are embracing their AI versions — so long as they get paid. 

“I wholeheartedly believe that AI in music shouldn’t even exist,” musician Devante, the Artist told TechCrunch. “AI should really only be used for simple daily tasks. As an artist, the ‘AI is taking over the world’ take is very real these days. Music is my world and now it’s all too easy for someone to masquerade as something it’s taken my whole life to be.” 

“I think a lot of musicians, particularly the ones who haven’t ‘made it,’ are taking a glass-half-empty perspective on AI,” a musician who also works for a Big Tech company told TechCrunch. He asked to remain anonymous because he did not have permission from his employer to speak on the matter. “Just as the industrial revolution did not lead to widespread unemployment and in fact quite the opposite, more creatives, especially musicians, should flip their mindset and lean in.” 

AI is already being used in music, mostly in the process of mastering and equalizing sounds, Mason said. The biggest concerns right now in the industry are making sure people get the right approvals to use an artist’s work, making sure humans are credited separately from AI, and making sure people are getting paid fairly, whether that’s the copyright AI is trained on or the likeness of an artist. There’s also the issue of ensuring these protections across the industry. 

Mason co-launched the Human Artistry Campaign to address some of these issues and advocate for more guardrails around the use of AI. 

He was involved with the ELVIS Act, passed in Tennessee, which gives artists more protection over the unauthorized use of their voices. He’s also supporting the No AI Fraud Act and the No FAKES Act, which will protect creators’ likenesses from AI fakes. 

It’s a pressing matter that is moving faster than the law. This month, Donald Trump found himself in tricky legal water after using unauthorized AI images of Taylor Swift to help promote his presidential campaign. At the time, TechCrunch reported that the ELVIS Act is so new that there is no precedent on how it could be used to protect an artist like Swift in this situation. (Mason declined to comment on the matter then.) 

The push for more legislation within the music industry is quite interesting given the fact that the topic has caused much debate in Silicon Valley. Some AI purveyors in the U.S. favor a more laissez-faire attitude toward the technology in its early days and believe too many guardrails could hinder innovation. Others are looking at it from a societal standpoint, wanting protections against the impact that unchecked AI could have on people. Governments across the U.S. — and even on a national stage — are battling this out now. 

Devante, the Artist feels there is a disconnect between what is being done to regulate AI versus what should be done. He wants to see the development of AI slowed down or see innovation that can help protect music, such as a type of filter that can differentiate AI vocals from human ones.

“As it comes to our industry and the creative community, there’s still a concern,” Mason said. “There’s uncertainty because there just doesn’t seem to be protections in place.” 

In 2020, when Mason first became president of the Recording Academy, AI was hardly a topic of discussion. Then, around 2023, everything started to change. A deepfake song featuring trained, unauthorized AI vocals on Drake and the Weeknd went viral. Fans loved it, and the person who created the song spoke of possibly entering the song into the Grammys. The Academy had to act fast, dealing with something it had never dealt with before. “That was the point at which we started having to pay close attention to it,” Mason said. 

The song was deemed ineligible for the Grammys and was taken down, but its legacy lived on. The highest profile AI situation since then ironically also involved Drake. During the Drake-Kendrick Lamar feud, Drake used unauthorized AI vocals of the late hip-hop icon Tupac in an attempted diss track against Lamar and was immediately threatened with a lawsuit by Tupac’s estate for using his likeness without permission. 

Meanwhile, producer Metro Boomin, who also has qualms with Drake, created an AI song called “BBL Drizzy,” which fans raved about, even after learning it was AI. Mason said consumers aren’t always going to know when something is AI — nor will they always go through the credits to find out. Mason said that many consumers don’t seem to care much about whether AI is used in music, another reason why protecting creators is so important. 

“I don’t think people care what they consume,” Devante, the Artist agreed. “It’s almost like a ‘not me, not my problem situation.’” 

At the same time, Mason believes that humans will just evolve to live with AI, just like they’ve adapted to nearly every other new form of technology. Years ago, artists had to learn how to use synthesizers or how to sample music. The latter especially posed a problem, as some artists would just sample another person’s music without permission. Eventually, the industry went back and figured out a standard way to allocate credit and royalties.

“We’ll make great music with the new technology,” Mason said about AI. “But I just want to make sure it’s done in a way that’s fair to the human creators.” 

This story was updated to clarify the AI song of Drake and the Weeknd submitted to the Grammys.

The RIAA's lawsuit against generative music startups will be the bloodbath AI needs

Wooden gavel with brass engraving band and golden alphabets AI on a round wood sound block. Illustration of the concept of legislation of artificial intelligence act and rules

Image Credits: Dragon Claws (opens in a new window) / Getty Images

Like many AI companies, music generation startups Udio and Suno appear to have relied on unauthorized scrapes of copyrighted works in order to train their models. This is by their own and investors’ admission, as well as according to new lawsuits filed against them by music companies. If these suits go before a jury, the trial could be both a damaging exposé and a highly useful precedent for similarly sticky-fingered AI companies facing certain legal peril.

The lawsuits, filed by the Recording Industry Association of America (RIAA), put us all in the uncomfortable position of rooting for the RIAA, which for decades has been the bogeyman of digital media. I myself have received nastygrams from them! The case is simply that clear.

The gist of the two lawsuits, which are extremely similar in content, is that Suno and Udio (strictly speaking, Uncharted Labs doing business as Udio) indiscriminately pillaged more or less the entire history of recorded music to form datasets, which they then used to train a music-generating AI.

And here let us quickly note that these AIs don’t “generate” so much as match the user’s prompt to patterns from their training data and then attempt to complete that pattern. In a way, all these models do is perform covers or mashups of the songs they ingested.

That Suno and Udio did ingest said copyrighted data seems, for all intents and purposes (including legal ones), very likely. The companies’ leadership and investors have been unwisely loose-lipped about the copyright challenges of the space.

They have admitted that the only way to create a good music generation model is to ingest a large amount of high-quality music. It is very simply a necessary step for creating machine learning models of this type.

Then they said that they did so without the permission of music labels. Investor Antonio Rodriguez of Matrix Partners told Rolling Stone just a few months ago:

Honestly, if we had deals with labels when this company got started, I probably wouldn’t have invested in it. I think that they needed to make this product without the constraints.

The companies told the RIAA’s lawyers that they believe the media it has ingested falls under fair-use doctrine — which fundamentally only comes into play in the unauthorized use of a work. Now, fair use is admittedly a complex and hazy concept in idea and execution, but the companies’ use does appear to stray somewhat outside the intended safe harbor of, say, a seventh grader using a Pearl Jam song in the background of their video on global warming.

To be blunt, it looks like these companies’ goose is cooked. They might have hoped that they could take a page from OpenAI’s playbook, using evasive language and misdirection to stall their less deep-pocketed critics, like authors and journalists. (If by the time AI companies’ skulduggery is revealed and they’re the only option for distribution, it no longer matters.)

But it’s harder to pull off when there’s a smoking gun in your hand. And unfortunately for Udio and Suno, the RIAA says in its lawsuit that it has a few thousand smoking guns and that songs it owns are clearly being regurgitated by the music models. Its claim: that whether Jackson 5 or Maroon 5, the “generated” songs are lightly garbled versions of the originals — something that would be impossible if the original were not included in the training data.

The nature of LLMs — specifically, their tendency to hallucinate and lose the plot the more they write — precludes regurgitation of, for example, entire books. This has likely mooted a lawsuit by authors against OpenAI, since the latter can plausibly claim the snippets its model does quote were grabbed from reviews, first pages available online and so on. (The latest goalpost move is that they did use copyright works early on but have since stopped, which is funny because it’s like saying you only juiced the orange once but have since stopped.)

What you can’t do is plausibly claim that your music generator only heard a few bars of “Great Balls of Fire” and somehow managed to spit out the rest word for word and chord for chord. Any judge or jury would laugh in your face, and with luck a court artist will have their chance at illustrating that.

The current legal cases against generative AI are just the beginning

This is not only intuitively obvious but legally consequential as well, as the re-creation of entire works (garbled, but quite obviously based on the originals) opens up a new avenue for relief. If the RIAA can convince the judge that Udio and Suno are doing real and major harm to the business of the copyright holders and artists, it can ask the court to shut down the AI companies’ whole operation at the outset of the trial with an injunction.

Opening paragraphs of your book coming out of an LLM? That’s an intellectual issue to be discussed at length. Dollar-store “Call Me Maybe” generated on demand? Shut it down. I’m not saying it’s right, but it’s likely.

The predictable response from the companies has been that the system is not intended to replicate copyrighted works: a desperate, naked attempt to offload liability onto users under Section 230 safe harbor. That is, the same way Instagram isn’t liable if you use a copyrighted song to back your Reel. Here, the argument seems unlikely to gain traction, partly because of the aforementioned admissions that the company itself ignored copyright to begin with.

What will be the consequence of these lawsuits? As with all things AI, it’s quite impossible to say ahead of time, since there is little in the way of precedent or applicable, settled doctrine.

My prediction is that the companies will be forced to expose their training data and methods, these things being of clear evidentiary interest. And if this evidence shows that they are indeed misusing copyrighted material, we’ll see an attempt to settle or avoid trial, and/or a speedy judgment against Udio and Suno. It’s likely that at least one of the two will attempt to continue onward, using legal (or at least legal-adjacent) sources of music, but the resulting model would (by their own standards for training data) almost certainly result in a huge step down in quality, and users would flee.

Investors? Ideally, they’ll lose their shirts, having placed their bets on something that was in all likelihood illegal and certainly unethical, and not just in the eyes of nebbish author associations but according to the legal minds at the infamously and ruthlessly litigious RIAA.

The consequences may be far-reaching: If investors in a hot new generative media startup suddenly see a hundred million dollars vaporized due to the fundamental nature of generative media, suddenly a different level of diligence will seem appropriate.

Companies may learn from the trial or settlement documents what can be said — or perhaps more importantly, what should not be said — to avoid liability and keep copyright holders guessing.

Though this particular suit seems almost a foregone conclusion, it will not be a playbook to prosecuting or squeezing settlements out of other generative AI companies but an object lesson in hubris.

It’s good to have one of those every once in a while, even if the teacher happens to be the RIAA.

Deezer chases Spotify and Amazon Music with its own AI playlist generator

Deezer Playlist with AI splash screen

Image Credits: Deezer

Deezer is the latest music streaming app to introduce an AI playlist feature. The company announced on Monday that a select number of paid users will be able to create custom playlists with a text prompt using its “Playlist with AI” feature.

The launch of the new feature comes a few months after Spotify and Amazon Music started testing personalized AI playlist generators with their users. YouTube is also said to be testing a prompt-based AI radio feature.

Deezer says 5% of its paying subscribers will get access to the beta feature. Users will be able to create new playlists from written prompts that describe moods, genres, decades, activities and other factors.

For instance, you could ask Deezer to create an early 2000s pop-rock playlist for your workout. Or, you could generate a 2010’s feel-good playlist for your next study sesh.

Before generating a playlist the app ensures that the prompt does not include hate speech, dangerous content, sexually explicit or harassment.

“We’re excited to bring this AI-powered feature to Deezer users around the world,” said Alexandra Leloup, VP of product at Deezer, in a press release. “Whether you need the perfect soundtrack for a workout, a romantic evening, or a nostalgic trip down memory lane, our Playlist with AI feature will curate a new musical experience within a matter of seconds, and offers endless possibilities to easily discover new music.” 

The company told TechCrunch that the feature is powered by Google’s Gemini 1.5 AI model.

Deezer says it has been leveraging AI to enhance recommendations and the overall user experience for listeners on its app. It notes that its signature feature, Flow, uses AI to let users create a mix based on moods and genres. Deezer’s Shazam-like Song Catcher feature also leverages AI to help users find the name of a song.

Deezer has not yet said when the Playlist with AI beta will roll out more broadly.

Deezer chases Spotify and Amazon Music with its own AI playlist generator

Deezer Playlist with AI splash screen

Image Credits: Deezer

Deezer is the latest music streaming app to introduce an AI playlist feature. The company announced on Monday that a select number of paid users will be able to create custom playlists with a text prompt using its “Playlist with AI” feature.

The launch of the new feature comes a few months after Spotify and Amazon Music started testing personalized AI playlist generators with their users. YouTube is also said to be testing a prompt-based AI radio feature.

Deezer says 5% of its paying subscribers will get access to the beta feature. Users will be able to create new playlists from written prompts that describe moods, genres, decades, activities and other factors.

For instance, you could ask Deezer to create an early 2000s pop-rock playlist for your workout. Or, you could generate a 2010’s feel-good playlist for your next study sesh.

Before generating a playlist the app ensures that the prompt does not include hate speech, dangerous content, sexually explicit or harassment.

“We’re excited to bring this AI-powered feature to Deezer users around the world,” said Alexandra Leloup, VP of product at Deezer, in a press release. “Whether you need the perfect soundtrack for a workout, a romantic evening, or a nostalgic trip down memory lane, our Playlist with AI feature will curate a new musical experience within a matter of seconds, and offers endless possibilities to easily discover new music.” 

The company told TechCrunch that the feature is powered by Google’s Gemini 1.5 AI model.

Deezer says it has been leveraging AI to enhance recommendations and the overall user experience for listeners on its app. It notes that its signature feature, Flow, uses AI to let users create a mix based on moods and genres. Deezer’s Shazam-like Song Catcher feature also leverages AI to help users find the name of a song.

Deezer has not yet said when the Playlist with AI beta will roll out more broadly.

Resso displayed on a laptop and smartphone

ByteDance is shutting down its music streaming service Resso in India after government orders

Resso displayed on a laptop and smartphone

Image Credits: Resso

ByteDance is shutting down its music streaming app Resso in India at the end of this month after New Delhi ordered Apple and Google to pull the app in the country. The move comes amid the Chinese company’s plan to expand TikTok Music in various markets.People familiar with the matter told TechCrunch that this decision comes after the government instructed Google and Apple to take down Resso. ByteDance didn’t want to shut down the service due to operation constraints, the sources said.

The company confirmed the development and said that it doesn’t plan to launch TikTok Music in India.

“Unfortunately, owing to local market conditions, we can no longer continue to serve users of Resso in India. We have therefore taken the decision to shut down Resso and its associated operations on January 31st. Users will be offered a refund of their remaining subscription fees,” a ByteDance spokesperson said.

The Resso app is currently taken off the Play Store and the App Store, as first noted by Moneycontrol. The streaming service is still active for those who have the app, but it’s not possible to purchase a new subscription. Apple and Google didn’t immediately comment on the story.

India was the last active market for Resso, which first launched in 2020. The streaming service was also operative in Indonesia and Brazil. However, ByteDance launched TikTok Music in both those markets last July. At that time, the company said that Resso would shut down in Brazil and Indonesia on September 5.

In May 2023, ByteDance made Resso a subscription-only service to offer “a better user experience for music fans, while increasing opportunities for rightsholders and artists.”

According to app analytics firm data.ai, last year, Resso was downloaded more than 21 million times across iOS and Android in India and users spent $2.9 million on in-app purchases.

Until now, ByteDance has launched TikTok Music in Australia, Singapore and Mexico apart from Indonesia and Brazil.

Resso displayed on a laptop and smartphone

ByteDance is shutting down its music streaming service Resso in India after government orders

Resso displayed on a laptop and smartphone

Image Credits: Resso

ByteDance is shutting down its music streaming app Resso in India at the end of this month after New Delhi ordered Apple and Google to pull the app in the country. The move comes amid the Chinese company’s plan to expand TikTok Music in various markets.People familiar with the matter told TechCrunch that this decision comes after the government instructed Google and Apple to take down Resso. ByteDance didn’t want to shut down the service due to operation constraints, the sources said.

The company confirmed the development and said that it doesn’t plan to launch TikTok Music in India.

“Unfortunately, owing to local market conditions, we can no longer continue to serve users of Resso in India. We have therefore taken the decision to shut down Resso and its associated operations on January 31st. Users will be offered a refund of their remaining subscription fees,” a ByteDance spokesperson said.

The Resso app is currently taken off the Play Store and the App Store, as first noted by Moneycontrol. The streaming service is still active for those who have the app, but it’s not possible to purchase a new subscription. Apple and Google didn’t immediately comment on the story.

India was the last active market for Resso, which first launched in 2020. The streaming service was also operative in Indonesia and Brazil. However, ByteDance launched TikTok Music in both those markets last July. At that time, the company said that Resso would shut down in Brazil and Indonesia on September 5.

In May 2023, ByteDance made Resso a subscription-only service to offer “a better user experience for music fans, while increasing opportunities for rightsholders and artists.”

According to app analytics firm data.ai, last year, Resso was downloaded more than 21 million times across iOS and Android in India and users spent $2.9 million on in-app purchases.

Until now, ByteDance has launched TikTok Music in Australia, Singapore and Mexico apart from Indonesia and Brazil.

shazam app icon ios

Shazam now lets you identify music in apps while wearing headphones

shazam app icon ios

Image Credits: Shazam

Shazam now lets you identify music while wearing headphones, the Apple-owned company announced this week. All you need to do is open the app, check for the headphone icon to confirm your headphones are connected and then start identifying music playing around you or within apps like TikTok and YouTube. The new update works with both wired and Bluetooth headphones.

Say you’re watching TikTok with headphones and come across a song you like in a video. You can open up the Shazam app, click to Shazam and then head back to TikTok. After a few seconds, the music will stop for a split second and then you can go back to the Shazam app to see the title and artist of the song.

Or, say you’re wearing headphones in a coffeeshop and want to know what song is playing in the café. You can now Shazam the song without having to remove your headphones.

It’s worth noting that Shazam already allowed users to identify songs playing in apps, as it rolled out the ability to identify songs on YouTube, Instagram and TikTok last year. But up until now, you couldn’t do so if you were wearing headphones.

Shazam was founded in 2002 and was acquired by Apple for $400 million in 2017. The app has more than 300 million monthly users globally.

Shazam can now identify songs from YouTube, Instagram and TikTok on iOS

YouTube play button

Google says YouTube Premium and Music now have over 100 million subscribers

YouTube play button

Image Credits: Alexander Shatov (opens in a new window) / Unsplash

Google said today that YouTube now has more than 100 million paid users across YouTube Music and YouTube Premium. This number is up from the 80 million paid users the company mentioned in November 2022.

Earlier this week, during its Q4 2023 earnings call, Sundar Pichai said that Google’s subscription business — which includes YouTube’s paid plans — has now crossed $15 billion annually.

The company’s chief business officer Philipp Schindler said that premium users are providing more value to its partners.

“YouTube Music and Premium performed well. Premium users are delivering more value to our partners and YouTube than even ad-supported users do. On average, each additional Premium sign-up boosts earnings for creators, music and media partners, and YouTube itself,” he said.

The search giant first launched YouTube Music in 2015. At that time, YouTube offered a $9.99 per month Red subscription for ad-free viewing that also allowed users to access Play Music. In 2018, the Red subscription was rebranded to YouTube Premium.

In the past year, YouTube has cracked down on ad blockers by saying that these tools violate its terms of service. The video streaming service started to show a warning about preventing them from watching videos unless they disable ad blockers.

In the last few years, it also experimented with asking users to pay to watch videos in higher resolution or showed multiple unskippable ads.

Separately, the company has launched features like mini-games and video with enhanced bitrate to make the Premium version more attractive for users.

YouTube has expanded its Premium subscription in over 100 countries. In December 2023, the company expanded the offering to 10 more countries, including Algeria, Cambodia, Ghana, Iraq, Joran, Kenya and Senegal.

YouTube is a big part of Google’s business and it garnered $9.2 billion in Q4 2023 — up from $8 billion for the same period last year.

TikTok launches its 'Add to Music app' feature available in over 160 countries

TikTok add to music app

Image Credits: TikTok

TikTok announced today that it is launching its “Add to Music app” feature, which lets users add a song playing on a clip to services like Apple Music and Spotify, in 163 new countries.

These new regions include Albania, Antigua and Barbuda, Austria, Bangladesh, Belgium, Cambodia, Cameroon, Denmark, Egypt, Ghana, Guyana, Israel, Kenya, Lebanon, Maldives, Morocco, New Zealand, Norway, Pakistan, Palestine, Paraguay, Qatar, Sri Lanka, Switzerland, Taiwan, Tunisia, Ukraine, Uruguay and Zimbabwe (Full list).

TikTok first rolled out the feature in the U.S. and the U.K. in November. A month later, the company expanded the availability to 19 more countries, including Canada, Japan, Germany, France, Spain, Saudi Arabia, Malaysia, UAE, Argentina, South Africa, Vietnam and the Philippines. The function lets users add the song to Apple Music, Amazon Music and Spotify depending on the availability in the region.

Users can see an “Add Music” button below the clip description and next to the track name. They can tap on the button and select the music service of their choice the first time. Users can change the default service by accessing the “Music” menu under settings.

If users don’t choose a playlist for adding songs from TikTok, they will be saved in a default list like Spotify’s “Liked Songs” list.

Notably, Spotify has realized that a ton of music discovery takes place on social platforms. So apart from forming a partnership with TikTok, it has also integrated with BeReal, Instagram, Snapchat and Twitter (now X) so users can easily add songs to Spotify.

Last year, ByteDance launched its music service TikTok Music in Australia, Brazil, Mexico, Singapore and Indonesia. The company added that it is working on making the Add to Music App feature available to TikTok Music users soon.

Oddball app on smartphone screens

Odd Ball, the ball-shaped music instrument, is adding new gestures so you can become a house DJ

Oddball app on smartphone screens

Image Credits: Oddball

Odd Ball is a company that makes fun electronic bouncy balls that let you generate MIDI sounds by tapping or bouncing them. The company is adding new gestures to its device — including spin, twist, move, shake and air throw — so you can generate sounds in a new way.

With the most recent app update, the company also lets you be the DJ at a house party with these gestures. It has included a DJ mode with some background tracks and on-screen instructions for gestures for that track. When you combine one or more gestures, the app will play sound effects on top of the track.

Odd Ball
Image Credits: Odd Ball

The startup now puts gestures into two categories: Triggers (tap, shake, twist), which the company describes as akin to playing a note; and Modulators (move, spin, air throw), which the company thinks of as knobs on a console.

The intensity of the gesture also matters. The app will generate sound based on how hard or fast you spin or shake the ball.

Image Credits: Odd Ball

Pasquale Totaro, the founder and CEO of the company, told TechCrunch that the ball has a built-in sensor that the company was not using. But with the new update, the startup is now utilizing that sensor.

“The hardware originally had one motion sensor we did not use at all, it was just sitting there. The idea was to later push a new firmware that would bring it to life. That’s where we are now. It took a lot of R&D to unlock all the features. Imagine a trackpad that understood only taps… now it also has zoom, pinch, drag, pan, etc.,” Totaro told TechCrunch over email.

He mentioned that the team had to put a lot of effort into separating one gesture from another.

The company

Odd Ball started in 2018 with a Kickstarter campaign and the company began selling the first version in November 2020. Totaro said that the startup wanted to make the music-making process easy and fun. He said that playing with a ball, which comes intuitively to humans, was a way to make that happen.

“Everybody already knows how to bounce, shake and throw a ball, and all these actions are naturally already musical and rhythmical. This quality of the ball practically breaks down the initial learning barriers that a music lover has to overcome when they try to learn an instrument, a piece of equipment or software,” he said.

Multiple Odd Balls
Image Credits: Odd Ball

The company has sold more than 25,000 devices, with kids and music lovers as primary buyers. While Odd Ball hasn’t raised any institutional money, it has some advisors on the board. These include Glass Direct founder and Google exec Jamie Murray Wells; Ali Mostoufi, whose startup me.com Inc. was acquired by Apple in 2008; former EMI and Warner Bros. Records exec Ted Cohen; and digital media company Mitu’s former CEO, Roy Burstin.

Totaro said the company is profitable and looking to expand its product line with two devices in the works. Odd Ball is working on a version of the ball with multiple RGB LEDs for a new interaction dimension.

Its gesture tech is adaptive and is also looking to extend to other form factors. Notably, Totaro said that Odd Ball is building the capability to have everyday objects become useful in the XR/VR sector.