I Spent A Season In Hell With Your Intellectual Property


Words by

January 17th, 2025.

Just a few years ago I was drinking tall cans of lager, standing around with no music and no plans. The grass had been fried all summer. I recall having a conversation with an acquaintance who had connections in the big streaming services – this dogshit TV show from the 2010s called StartUp had been reacquired by Amazon Prime, having formerly been produced by Ron Perlman and the luminary Crackle Studios. It followed a gifted coder from a latinx working class family struggling to sell her cryptocurrency technology. The motif of the show being that ‘it doesn’t matter who does it best, what matters is who gets there first’ – a hamfisted aphorism repeated across the show’s various subplots in order to teach you that greed and corruption worm thru social ecosystems at every level. I remember losing focus on the conversation and feigning interest in my phone screen, yet another moment of solitary confusion. My lockscreen at the time was a screengrab of Kanye West on a late night talk show with subtitles that read ‘everything in the world is exactly the same’. I was equally relieved and crestfallen to discover I had no new notifications.

It’s a lot easier to wander into these banal memories now that I enforce time outside without my devices – a habit I’ve kept up since the new year alongside intuitive step-keeping and an assortment of morning supplements prescribed in a personalised package as part of my redundancy. The company I previously worked for as a content editor had laid off the majority of its workforce in favour of utilising new tools like GPT-5 for its written copy and Stable Diffusion to carry the bulk of its video work. I opted out of the company’s pension scheme when I joined three years earlier, but some input error meant I’d been paying into the scheme every month without access to an account. It was a paltry amount, and rather than being offered the cash I had gotten the opportunity to try out a new service in which you could simulate a romantic getaway with the likeness of a range of virtual celebrities. It was the morning after a general election in which there’d been a historically low turnout and ultimately resulted in a hung parliament. I’d been laid off and wasn’t particularly thirsty to get right back to work – why the hell wouldn’t I give it a go? After all, Blazing Eye Studio would find me a sublet whilst I spent my season in the simulation, it might just feel like a holiday from this whole mess.

I bumped into some shady freak who was muttering to himself whilst making his way out of the clinic, his bloating pores and beady red eyes had me almost certain that he’d just returned from some perverse ludic voyage with one of the barely-legal Kpop teen models. The commotion had resulted in a leather-bound dossier slipping out of his satchel; I called after him but he was too far gone to realise. Inside was a thick document printed on the kind of office paper that wasn’t available since all the BPA regulation.

If we are to build a pop music ecology that doesn’t revolve around moulding perfect faces into brand representatives, we must use these new tools instead to create images that instil the belief that these are not the only possible faces to see attached to our favourite songs, that the future of music doesn’t have to look like a recontextualised version of the 20th century.

Dr. levi soros

Identity Play: A New Model For Entertainment
Dr Levi Soros – June 2022


“At some point the people curating the cultural institutions created by these financiers realised that photography, in its ability to perfectly reproduce works of art, would render that art’s aura obsolete; its aura being the material conditions that the artwork emerged from and subsequently lived in. For us, the “artist” and its aura has given way to the “creator” and its personal brand. Nothing seems sillier than imagining a popstar operating outside of images mediated by social media platforms, with their music mediated by digital streaming platforms, and their intellectual property managed by the speculative landscape of future advertising opportunities. So much so, that they can go years without creating or performing music and still be considered revolutionarily talented individuals.

“Let us consider the stars most relevant today. Beyoncé has made a comeback after six years, alongside Drake (who always seems to rear his ugly head) she has revived a generational interest in house music. Whenever a creator of this stature releases something you can expect a diffuse swarm of downwardly-mobile multi-hyphenates to recontextualise every colour of its rainbow in online content – punching below if only to pull up. It is socially understood that new musical ideas exist within a multiplicity of genres and styles right from their inception. In itself this is a necessary deprivatization of the mind, one that – to quote my good friend Reza Negarestani – conditions the ‘means of which we can hypothesise concretely collective worlds’.”

“Beyoncé’s post-Destiny’s Child chart-topping permanence coincided with the emergence of reality TV shows like The X-Factor. These talent shows venerated parasites like Simon Cowell for their ability to crudely scout a carousel of ‘stars’ that would operate as vessels for major record labels’ venereal hacking of cultural trends. Twenty years on from then, the Cowell-curator and the artist/creator are totally symbiotic, symbolically marking a named brand fiercely worked for by an impossibly extensive crew of engineers and the like, such that their creative output can be sidelined in favour of brand deals

I’d gathered by now that this was some sort of research proposal commissioned by Blazing Eye Studio’s owners investigating the marketability of their technology. It was unclear to me yet whether any of this was supposed to explain A) if the corporation responded positively or negatively to this research and B) if the publication’s author was in favour of its proposals. I recognised the name ‘Dr Levi Soros’, though – somehow I had a particularly online friend who had escaped academia for middle-management and seemed to be a fan. Even in 2022 the delusions of the metaverse were in their deflationary stage, and to anyone that smoked cigarettes TikTok was presumably a psyop by the Chinese government to carpet bomb sensory deprivation and meaningless information right into the brain holes of young westerners. I did remember reading a story about Warner and Sony upping their vested interests in these kinds of companies after certain datasets were pulled from Rihanna’s 2023 Superbowl performance. I will be going on holiday with Rihanna, I think. She’s cool.

“In Beyoncé’s album Renaissance, the calculated A&R decision to include revered underground producers such as Kelman Duran is perfectly in line with her “I’m 1 of 1” vaguely-spiritual-in-a-fortune-cookie-type-way neoliberal exceptionalism: the best underground producers can expect from the world is a paycheck for their commitments to corporate hagiography. The immaterial moodboard of internet bootlegs and stan accounts are free research for the boardroom archivists puppeteering what’s hot or not, leaving everything they produce with the same false profundity and longevity as a ‘Little Miss X’ meme. By contrast, Drake’s Honestly, Nevermind dance album is happy to reap the rewards of cheap facsimiles – on the track Sticky he says “my mama wish I woulda went corporate, woulda went exec, but I still turned into a CEO so the lifestyle she respect”. On Apple Music, both Beyoncé & Drake’s albums feature new motion graphic cover artwork with sparkling objects encrusted with the world’s most precious and expensive materials dripping out of a black ether.

Even in 2022 the delusions of the metaverse were in their deflationary stage, and to anyone that smoked cigarettes TikTok was presumably a psyop by the Chinese government to carpet bomb sensory deprivation and meaningless information right into the brain holes of young westerners. I did remember reading a story about Warner and Sony upping their vested interests in these kinds of companies after certain datasets were pulled from Rihanna’s 2023 Superbowl performance. I will be going on holiday with Rihanna, I think. She’s cool.

denglord

“Let’s retvrn to the lead single off Bey’s album, Break My Soul, which supposedly samples the house classic Show Me Love by Robin S. Is it really a sample though? It sounds like it shares a Korg M1 preset but beyond that the two songs don’t even play the same melody. Charli XCX sampled the track much more overtly on her recent single Used to Know Me, which sees her scolding Atlantic Records as if they’re a predatory ex-lover. In Beyoncé’s case, the ‘sampling’ is more of a preemptive protection against legal action, in a precedent set this year by Olivia Rodrigo’s label giving Paramore writing credits on Good 4 U. Still, the Beyoncé team couldn’t predict everything: amid an upset Kelis and misfired use of the word ‘spaz’, the lyrics on Break My Soul originally listed as “I just quit my job” have been changed to “need a break from my job” after allegedly sparking actual walkouts.”

“Renaissance as an album has been hailed as anthemic, emancipatory music, but it can’t even commit to its own platitudes. The risk of Beyoncé’s words are reneged upon in a real-time data-driven response, imagine if Donna Summer (who is referenced on the closing track) had her vinyls removed from record store racks for being too groovy. It’s almost as if art’s potential to consciously shape its audience’s ideas about the world are a meaningful and important part of the human condition. Aristotle’s idea of the soul posited its greatest pleasures to be found in the intellectual rewards of aesthetic virtues. His souls are also not immaterial agents acting upon one’s body, but are instead part of an organic feedback loop between things.”

Jesus Christ, there’s my answer to the Doctor’s feelings on the tech. You have to be a serious fucking dork to get paid to tell some ugly suits what pop music is only to spit in their face. You think they don’t know this shit already? Cut to the chase, will my make-believe holiday with Rihanna make up for all these lives made miserable by the World Economic Forum? ‘Impact Sound’, ‘Softbank Vision Fund’, ‘Blackrock’, it all makes me so queasy. Still, he had a point – I suppose that back when this thing was written the year’s biggest trends had started with Wordle and ended with BeReal, two things that revealed a desire for cybernetic submission to time organised around data entry. Unlike IG or TikTok, where attention-reward modeling is based around a sporadic drip feed of consumption – slot-machine-maxxing – Wordle and BeReal required less personal commitment beyond their habitual stimulus … daily posting without the guilt of being seen as a scroller. 

It was like our random thoughts had become important tools in predicting the future. I realised this when I skimmed thru a pdf of Philip K. Dick’s 1959 novel Time Out of A Joint in order to impress someone at work. It’s a story about Ragle Gumm, a man in 1950s suburban America whose entire life revolves around his ability to solve a daily puzzle in his local paper – Where will the little green man go next? It turns out that the game was actually invented specifically for Gumm by the military in order to track enemy missile launches in a colonial war for outer space. In fact, even the town Ragle lives in was engineered by the military to subdue its population into its circadian rhythm of ballistic surveillance – nobody could possibly realise they were terminally conditioned to live the same day on repeat until cracks in the operation began to show: a soft-drink stand is replaced by a piece of card labelled ‘soft-drink stand’, just as in our world Tom Cruise was being replaced by a TikTok Tom Cruise deepfake. 

Wordle was bought out by the New York Times. That’s when it became obvious the game wasn’t about skill or solving word puzzles, but trying to gather the first word and its subsequent associations popping into the heads of millions each morning. They’ll probably try to tell us that this is why nobody won the election, when all it really did was sell even more cheugy adverts. The French guy that funded BeReal had a pretty large stake in the Westfield group…no guff he’d appreciate an up-to-the-minute data survey of when and where people are out shopping. That doesn’t mean we all thought people were retarded for participating in these games – small bouts of routine are refreshing in a precarious existence. 

“Whilst South Korean start-ups like DeepBrain AI rush to colonise the image rights of football players and politicians, Dall-E won’t let you upload real faces to its database in order to prevent unsolicited deepfakes. Of course, you could still upload a celebrity’s profile with their face removed in order to fast-track the process of making a celebrity deepfake. Meanwhile, the development of Smasunglabs’ Mega Portraits is indicative of the kind of seed-funding given to this speculative future for advertising. In the graphic novel The Extreme Self, Nietzsche’s famous quote from Beyond Good And Evil, “madness is the exception in individuals, but the rule in groups” is accredited several times over to celebrities like Brad Pitt, Marilyn Monore, and Albert Einstein. If we are to build a pop music ecology that doesn’t revolve around moulding perfect faces into brand representatives, we must use these new tools instead to create images that instil the belief that these are not the only possible faces to see attached to our favourite songs, that the future of music doesn’t have to look like a recontextualised version of the 20th century. The difference is, we will not be creating this belief in the mind of the consumer, but in the mind of the AI itself. In dreams, you’re mine all the time, we’re together in dreams.

This last bit perked me up as I went into the clinic, I hoped it meant I could combine all sorts of celebrities into one perfect megacelebrity. It’s funny, dating apps had supposedly trained themselves on our data to find us the perfect matches, but I felt more like we’d been trained by them; the tiniest implicit signals in communication used to recognise if the person you’re talking to is real or not, way beyond the context of courtship. When this is ‘someone real’ trying to persuade me to listen to their new album, that’s cringe. On the other hand, an entity I know – for sure – is fake, undressing for my pleasure?