Believe partners with Google to offer AI music creation tool Flow Music to its artists

Believe is partnering with Google to offer the tech giant’s AI music creation platform, Google Flow Music, to artists across Believe and TuneCore.

The partnership was announced on Tuesday (May 6) via a Google blog post by Seth Forsgren, Group Product Manager at Google Flow Music.

Under the deal, Believe will offer Flow Music — the Google Labs-housed AI music tool formerly known as ProducerAI — to its artists, producers and songwriters as what the companies describe as a “creative collaborator.”

Google says that Flow Music can help artists with lyrics, experimenting with melodies or genres, and creating new instruments.

“Whether an artist is in the early stages of exploring a new direction for an upcoming album or putting the final touches on lyrics, Flow Music is here to help,” the Google blog post stated.

Google added that it “doesn’t claim ownership of the original content generated with Flow Music.”

As part of the partnership, Believe and TuneCore will select a group of artists and producers to meet weekly with Google‘s product team.

These “ambassadors,” per the announcement, will “have the chance to share feedback and influence the future of Flow Music.”

Flow Music is powered by Google‘s Lyria 3 Pro music generation model, which the company launched in March.

Lyria 3 Pro, developed by Google DeepMind, is capable of generating tracks up to 3 minutes long and can follow prompts for specific structural elements like intros, verses, choruses and bridges.

On training data, Google reiterated language it has used in previous announcements, stating that Lyria 3 Pro was built “using materials that YouTube and Google has a right to use under our terms of service, partner agreements and applicable law.”

That phrasing has come under scrutiny: in March, a group of independent musicians filed a lawsuit against Google, accusing the company of training Lyria 3 on copyrighted recordings pulled from YouTube without permission or payment.

Google acquired ProducerAI — the AI music platform formerly known as Riffusion — in February, bringing its team into Google Labs and Google DeepMind.

The tool was rebranded as Google Flow Music in April, aligning it with Google‘s broader Flow creative suite for AI-generated images and video.

For Believe, the partnership represents the other side of its two-pronged approach to generative AI in the music industry.

Last week, Believe founder and CEO Denis Ladegaillerie told MBW that the company is automatically blocking the distribution of AI-generated tracks produced on unlicensed “pirate studios” — while simultaneously investing in what it calls “value-creative AI” tools designed to enhance artist creativity.

“The adoption of Gen-AI is going to enhance human creativity,” Ladegaillerie told MBW at the time.

“I genuinely believe that Gen-AI will democratize creativity. And out of that democratization will come new forms of very powerful music.”

Believe generated revenues of over $1 billion in 2024, and operates in more than 50 countries.

In October, Believe was named as one of five music industry partners co-developing Spotify’s AI music products, alongside the three major music companies and Merlin.Music Business Worldwide