The Deals: UMG Pacts With Gen-AI Startup; Cosm Raises $250M for Its ‘Shared Reality’ Venues

Universal Music Group (UMG) reached a strategic agreement with ProRata.ai, a new company that enables generative artificial intelligence platforms to fractionally attribute and compensate content owners. Bill Gross, chairman of technology incubator Idealab Studio — which launched ProRata — will serve as CEO. ProRata’s technology allows generative AI platforms to attribute and share revenues on a per-use basis with content owners while preventing “unreliable content from driving AI answers,” according to a press release. In addition, ProRata is building a consumer AI answer engine set to launch this fall that will feature the company’s attribution technology.

“Current AI answer engines rely on shoplifted, plagiarized content,” Gross, the inventor of the pay-per-click monetization model underlying internet search, said in a statement. “This creates an environment where creators get nothing, and disinformation thrives. ProRata is pro-author, pro-artist and pro-consumer. Our technology allows creators to get credited and compensated while consumers get attributed, accurate answers. This solution will lead to a broader movement across the entire AI industry.”

In his own statement, UMG chairman/CEO Lucian Grainge said, “We are encouraged to see new entrepreneurial innovation set into motion in the Generative AI space guided by objectives that align with our own vision of how this revolutionary technology can be used ethically and positively while rewarding human creativity. Having reached a strategic agreement to help shape their efforts in the music category, we look forward to exploring all the potential ways UMG can work with ProRata to further advance our common goals and values.”

Along with UMG, ProRata has struck early agreements with media publishers including the Financial Times, The Atlantic and Fortune.

In describing the technology, the release reads: “ProRata’s technology analyzes AI output, measures the value of contributing content and calculates proportional compensation. The company uses a proprietary algorithmic approach to score and determine attribution. This attribution method enables copyright holders to share in the upside of generative AI by being credited and compensated for their material on a per-use basis. Unlike music or video streaming, generative AI pay-per-use requires fractional attribution as responses are generated using multiple content sources.”

ProRata is in “advanced discussions” with additional news publishers, authors, and media and entertainment companies. The company’s leadership team and board of directors include executives who have held senior roles at Microsoft, Google and Meta, as well as Michael Lang, the president of Lang Media Group and one of the founders of Hulu. Early investors include Revolution Ventures, Prime Movers Lab and Mayfield.

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Immersive technology, media and entertainment company Cosm raised more than $250 million in funding to drive the growth of its “Shared Reality” venues — described in a press release as an “experience that seamlessly bridges the virtual and physical worlds by merging state-of-the-art visuals with the energy and excitement of the crowd and elevated food and beverage service.” The new funding round includes existing investors Steve Winn and Mirasol Capital and first-time investors Avenue Sports Fund led by Marc Lasry, Dan Gilbert‘s ROCK, Baillie Gifford, and David Blitzer‘s Bolt Ventures. Cosm will use the funds to scale, grow its technology and media business units, and speed up the development of more Cosm venues worldwide. The second Cosm venue is slated to open in Dallas later this year, with a third in Atlanta recently announced. “Cosm venues are a new paradigm in live sports, music, and artistic entertainment,” said Chris Evdaimon, investment manager at Baillie Gifford, in a statement. “The mesmerizing viewing experience guarantees the Cosm customer the best seats in the arena and the best viewing angle at any moment of the live event, at an affordable ticket price.”

HYBE Interactive Media (HYBE IM), the interactive media and games division of the storied K-pop company, raised $80 million in a round led by Makers Fund with participation from IMM Investment and parent company HYBE. The funds will be used to expand the company’s games publishing and development efforts, allowing HYBE IM to invest in more games, introduce them in global markets and bolster the division’s in-house development capabilities. HYBE IM’s previously-released titles include Rhythm Hive and BTS Island: In the SEOM. It’s also signed publishing contracts for Macovill’s OZ Re:write and Flint’s RPG Astra: Knights of Veda.

Believe acquired Doğan Music Company, Turkey’s largest independent record label, four years after purchasing a 60% majority stake in the company in 2020; it acquired the remaining 40% of the company for 38.3 million euros ($41.84 million). The transaction is pending approval by the competition regulator.

The U.K. office of Believe signed a global services deal with electronic music brand fabric. Under the agreement, fabric joins the client base of b:electronic, Believe’s electronic music imprint and part of the company’s label & artist solutions division. B:electronic will provide genre specialist label management, video and audience development, editorial and marketing partnerships internationally, and distribution for both catalog and new releases. Fabric’s labels include fabric Originals, fabric Records and Houndstooth, while a new imprint is slated to launch in the near future.

Beatchain partnered with Indian radio network Radio City India to launch Muzartdisco, a digital platform and app that will allow Indian artists to release and promote their music using Beatchain’s A&R tool and artist services platform. Through the platform, artists can also compete for opportunities including studio sessions; mentoring; collaborations with established artists, writers and producers; radio breakout campaigns, social media shoutouts and other opportunities courtesy of Radio City India; and more. Meanwhile, A&R teams using the platform will be able to find artists using a tailored filtering process that makes it easier to find talent that aligns with their mission and niche. According to a press release, Radio India is the country’s leading radio network, boasting a listenership of more than 69 million across 39 cities.

Sports and entertainment collectibles company Panini America partnered with The Rolling Stones to produce the first fully licensed, career-spanning trading card set for the band. Titled Prizm The Rolling Stones, the set will chronicle the Stones’ 60-year recording and touring history, with additional collections to come.

AEG Presents partnered with Jacobs Entertainment — a developer, owner and operator of gaming and entertainment facilities — on Globe Iron, a new indoor 1,200-capacity venue in Cleveland that was once home to the Globe Iron Works Foundry built in 1853. AEG, which will operate and exclusively book the venue’s programming, already books and operates two other Cleveland venues: the Agora Theatre and the Jacobs Pavilion.

Indie record label The Programm, led by Peter “S.Y.” Pestano, struck a joint venture with LLC4/Capitol Records to break new artists, starting with Mexican-American rapper NHC Murda 60x. The joint venture will be steered by Orlando Wharton, executive vp at Capitol Music Group, president of Priority Records and CEO of LLC4. NHC Murda 60x and other Programm artists will have the potential to be upstreamed under the deal.

Independent entertainment company Unity 7 Entertainment announced a distribution partnership with Forecast Music Group (The Orchard/Sony), which will provide global distribution, marketing and promotional support for Unity 7’s artist roster. The partnership will kick off with the release of hip-hop artist Alantra’s debut single, “Get It,” which is set to drop on Sept. 5.

AI-powered, ethically-trained music generation company Soundful teamed with SoundCloud and Kaskade on an AI songwriting competition that will offer the winner a chance to perform alongside Kaskade and have their winning track completed and released by Kaskade as a featured artist.