There’s one thing about our new “What It Sounds Like” music video that some people want a little more explanation on.
So yes, we used AI to create it.
And we know that comes with a lot of questions and opinions.
So rather than gloss over it, we decided to make a sort of documentary explaining why we used AI, how we actually used it, and what went into creating the video. The biggest thing we want to make clear is this: AI was a tool in the process. It was not the director.
Trevor was heavily involved throughout the entire project—directing, producing, story-boarding, editing, developing the visual concepts, and making the countless creative decisions needed to turn all of the individual pieces into an actual music video.
And this was not an easy button.
The entire process took more than six months of planning, generating, refining, editing, reworking, and figuring out how to make the technology do what we needed it to do. There were plenty of things that simply didn’t work, and plenty of moments where the human touch was the only way forward. That’s actually one of the reasons we wanted to make this documentary.
We’re not trying to pretend AI can replace the creative process—or that it didn’t come with limitations. We’re showing you the process so you can see just how much human involvement was required to make this particular video.
There’s one other thing we want to make especially clear:
We did not use generative AI to create the music. At all.
The song itself was performed, recorded, produced, mixed, and arranged by humans. AI was used specifically as a tool in creating the visual side of this project only.
There is a lot more to the story, and honestly, it’s much easier to show you than try to explain it all in an email so Trevor’s here to share it all:
If you’ve watched the music video, we’d really encourage you to watch this one too. Whether you’re curious about AI, skeptical of it, interested in the creative process, or simply wondering how the heck we made an animated music video like this, we think you’ll find it worth your time.
Thanks for taking the time to look a little deeper into what we created.