AI now used in composing campaign jingles

Campaign jingles have long been an effective tool for election candidates to capture public attention. But with artificial intelligence, these jingles can now be created more efficiently.

Filipino rapper Omar B recently expressed disappointment after discovering that a candidate used his song “K and B” without permission. The campaign jingle incorporated nearly 80% of his original lyrics, with only the candidate’s name inserted.

“Siyempre yung ibang tao, maliligaw. Ang akala nila, nasa isip nila na ako o kami yun na nag po-promote kami ng kandidato na ‘yun, so ‘yun mali,” Omar B said in JP Soriano’s report on “24 Oras” Monday.

(Of course, some people might be misled into thinking we are endorsing that candidate, which is completely wrong.)

Upset over the unauthorized use of his song, Omar B has requested the candidate to take down the jingle.

While it has been common practice to repurpose popular songs for campaign jingles, voice master and musician Pocholo Gonzales said that composing an original jingle is now easier, thanks to AI.

“Dati ako pa ang nag-co-compose, ako rin ang nag-a-arrange, ngayon idea ko na lang ibibigay ko na lang sa AI yung prompts ko, tapos kung ano yung gusto kong boses, kung ano yung gusto kong tono,” he explained.

(Before, I had to compose and arrange the song myself. Now, I just input my ideas into AI prompts, including the type of voice and tone I want.)

Gonzales demonstrated how AI can quickly generate campaign jingles tailored to different audiences. For older voters, AI can incorporate cha-cha rhythms, while for younger audiences like millennials and Gen Zs, it can insert themes related to tuition fees and employment.

For candidates who still prefer to use popular songs for recall, the Filipino Society of Composers, Authors, and Publishers (FILSCAP) emphasized the need for proper licensing. 

Candidates must secure modification and adaptation licenses, which only allow one-time use of the song.

If a candidate wants to use the song multiple times during the campaign or across different platforms, additional licensing is required.

“Now if you’re also going to record that version of the song, meaning you are going to produce it in a digital file, you’re going to have somebody perform this on record kailangan nyo diyan ng another type of license which is called mechanical reproduction license,” FILSCAP General Counsel Ivan Viktor Mendez explained.

(If you’re going to record that version of the song—meaning producing it as a digital file and having someone perform it—you’ll need another type of license called a mechanical reproduction license.) — Vince Angelo Ferreras/DVM, GMA Integrated News

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