Acclaimed record label Cheerful Music appeared in a key panel discussion at SXSW, in Austin, Texas in March discussing music-making trends in the AI era. The panel discussion diving into East x West: Cross Cultural AI Trends In Music Production, which drew strong interest from international music professionals eager to better understand the Chinese music market in the age of artificial intelligence
Founded by industry thought leader and professional singer-songwriter- turned music entrepreneur Snow. J, the label which has built up a reputation for their innovative leveraging of AI-technologies for bridging the Chinese music market with the Western landscape reflected on the rapid infusion of AI in music and how originality and human touch can be preserved in musicality.
In conversation with Earmilk, Snow. J explores how AI has restructured the foundation of music culture, striking a balance between AI and human-made music as well as Cheerful Music's distinct approach to engaging AI technology in music making and marketing.
1.I’d love to delve into the role of AI in cross genre/cross cultural music as you’ve discussed in the panel. Do you believe the infusion of AI dilutes the cultural roots of music?
Snow Jiang: I don't think it's a simple case of "diluting" music; rather, AI is restructuring the very foundation of music culture—and this shift is already happening.The reality is that AI has caused "music itself" to devalue. In the past, songwriting required a certain professional threshold, but now, with AI's one-click generation, we are seeing an explosion in supply.
However, we believe in a key premise: If you have a deep sense of aesthetics, understand marketing, and possess true creativity, AI will not weaken you. On the contrary, it will only make you stronger.
2. How do you believe artistic originality and integrity can be maintained in this AI era?
Snow Jiang: I actually find the idea of maintaining "originality and integrity" in its traditional sense somewhat contradictory today. To me, true originality requires a complete detachment from AI. It must be "hand-crafted"—from the lyrics and melody to the entire arrangement. For example, at Cheerful Music, we host International Songwriting Camps every quarter where AI is strictly prohibited. The artists must create from scratch. You can truly feel the "human touch" in those songs; you can hear the distinct fusion of Eastern and Western cultural nuances that only a human soul can weave together.
As for integrity, I believe it lies in the artist's original motive, the emotional progression, and the complete story they want to tell. However, in the era of short-form video, a 15-second "hook" often decides the fate of a song. Sadly, the artistic integrity of a full work is frequently swallowed by "traffic algorithms." Maintaining it is a constant battle against the trend of fragmentation.
3. Do you believe there is a balance that can be struck between AI and human-created music? What rewarding role can AI play in the music making process?
Snow Jiang: I definitely believe there is a balance. If top-tier producers embrace AI, they have a massive advantage over the average user. Because of their professional background, they can use AI to find the exact sounds and instrument textures they want much more efficiently. When you combine AI's speed with a producer’s high-level expertise, the result is a significant leap in production quality.
To me, the greatest value of AI is that it lowers the barrier to expression, but at the same time, it raises the ceiling for aesthetics. It allows the vision to be realized faster, but the "ceiling" is still determined by the human mind behind the tools.
4. Would love to be taken through how Cheerful Music leverages AI technologies for AI-assisted reinterpretations of popular tracks in China’s music landscape and beyond?
Snow Jiang: Leveraging our extensive library of hit songs, we use AI to analyze the auditory preferences of different cultural markets. For instance, we employ AI for "Cross-cultural re-interpretation," converting the timbres and textures of popular Chinese tracks to better align with the listening habits of audiences in Europe, North America, or Southeast Asia.
Furthermore, we are actively developing AI virtual artists. These virtual personas re-imagine and perform our existing catalog of hits, which involves AI-driven changes in arrangement and vocal techniques. This allows us to adapt our music to a much broader global audience while maintaining the core appeal of the original hits.
5. Finally, what role does marketing and promotion of artists and their music play in the AI era? How does organic engagement bolster an artist’s visibility and rate of success?
Snow Jiang: In the AI era, the success of music is no longer just about "being created"—it’s about "being heard and being amplified." As the supply of content explodes, what is truly scarce is the opportunity for a piece of music to be discovered, especially those creations into which artists have poured their time and deepest emotions. In this landscape, the role of the artist is naturally evolving. They remain creators, but they now have more diverse ways to connect with their audience. A song no longer exists solely as a standalone release; it lives through re-interpretations across different scenarios—whether through short-form videos, user-generated content, or by resonating through various emotional touchpoints.
I believe the importance of "organic engagement" is significantly magnified in the AI era. When content triggers a genuine human reaction—resonance, imitation, or a spontaneous desire to share—it serves as proof that the work is truly loved by the market. This organic spark is what allows us to then apply strategic marketing to fuel the fire and create a true mega-hit.
I’ve always said that the faster AI develops, the more valuable human-created music becomes. Because in the AI era, music is no longer competing on creation alone — it’s competing on how it connects with people and how it spreads. At Cheerful Music, we see AI as a tool to increase efficiency, but the emotional direction and creative decisions must still come from humans.
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