R&B sensation Eric Bellinger isn’t afraid of artificial intelligence (AI) and the role it’s taking within the music industry. Instead, he’s embracing how it can enhance his work as an artist.
As one of the first artists to appear on Hooky, a music startup specializing in artist-first solutions in voice AI, Bellinger is allowing creators to experiment with their songs using his AI voice model.
“If you aren’t afraid of it, it could be your best friend,” he told AFROTECH™ about AI technology. “But I think if you’re afraid and thinking, ‘Oh my God, I’m going to lose my job,’ it’s different in other fields. But for music, I definitely think it could be beneficial as a tool. I use it in all my sessions in different ways — whether it’s coming up with an idea for artwork, titles, or something else. There are so many different platforms, and I personally take advantage of all of them.”
No stranger to using technology like social media to connect with his fans, affectionately known as the “Bell Ringers,” the “Drive By” crooner says his use of Hooky is no different. Bellinger believes that through this voice AI platform, musicians can stay ahead of the curve.
“I look at it like this — I’d rather have control than just see the songs go out, you know what I mean?” Bellinger said. “Like, I’m sure Tupac wasn’t trying to be in a battle with Drake and Kendrick. I’m sure his family was upset. That just shows that when people use AI without proper permission or clearances, it can be an issue.”
He added, “As you see, that joint got taken down, and now it looks like Kendrick is just slaughtering Drake, because the songs can’t even stay up. They can’t live anywhere. But with Hooky, this gives artists the opportunity to keep ownership, which is dope.”
As an independent artist, Bellinger knows the value of maintaining ownership over his creations, which include 40 albums and mixtapes as well as a host of songs he’s written for other artists, including Usher, Chris Brown, and Selena Gomez, to name a few. He explains how remaining independent throughout his career has not only maximized his creativity but also put him in a great financial spot.
“With independence, I’ve learned through good ol’ trial and error. With that, I’ve dropped 40 albums already, and with each album, I learned something new,” he recalled. “This time, maybe I learned the importance of marketing; with the next album, I learned the importance of branding. I learned the importance of releasing singles before the album so people are aware when it drops, and so forth.”
Bellinger continued, “I’ve learned so much that the knowledge I’ve gained has given me the tools to start my own label and pay it forward to new artists. I can tell them, ‘Yo, this is how you do it.’ And I’m not just guessing; I actually know. I’ve done it, and it’s been proven. The last album made over six digits, so that just shows how important ownership is. You want that money to come to you, not go to a label. Once you own your stuff, you can turn around and sell your masters if you want. Companies are paying so much for master ownership once it’s actually streaming, so it’s in the artist’s favor to have that opportunity because some artists don’t even know what that is.”
His label imprint, All Wins Entertainment, features Bellinger alongside several artists, including singer Dom Belli. As he looks ahead to his legacy and the impact he aims to leave on the music industry, the California native also shared the biggest no-no he advises upcoming artists against, whether they’re signed to his label or not — “Don’t take too much money.”
“You don’t have to take the money because there are ways around it,” Bellinger emphasized. “Technically, I can do everything that I do for free. Every single thing. I just need to find the right team willing to work with me. If I can get a producer who’s willing to rock with me and say, ‘Yo, when these records start making real money, that’s when we’ll start breaking bread,’ we’re both building. I’m building my artist catalog, and you’re building your producer catalog.”
He continued, “So now, if I need another songwriter to write with me — sometimes I write by myself, sometimes I like co-writing because a different perspective can always enhance the message — if I’m working with a team, we don’t need to take the $200,000 advance. We don’t need to take any of that because if we drop it now, it’s all profit. Every single month, that royalty check, we can split that rather than being in a hole for two years and not really making any money because we put everything into the music.”
Bellinger likens himself to being a blueprint because everything he is doing in the music space serves as a model for other artists who may be looking to do the same.
“I was in a session yesterday, and somebody told me, ‘Man, I told my artist, everything that Eric does, we’re doing that,’” Bellinger shared. “And for me, I don’t even realize it; I just do it. I’m never looking at anything like, ‘Who could be copying this?’ I’m just trying stuff out. I think the success and track record speak for themselves because people see it and emulate it, but that’s what it’s all for. I’m not trying to be stingy with the plug; I’m not trying to be stingy with that information. I want to breed more people who can do it on their own.”
Along with Bellinger, musicians like Jay Sean and Bonnie x Clyde are featured in Hooky’s voice AI-focused launch, and users can currently tap in to create songs using the platform.
