From a small Singapore office to a global music toolkit
In 2024, Anand Roy and Shaad Sufi founded Wubble, a Singapore-based startup intent on rethinking how music is created, licensed, and distributed. The founders chose a modest office in Singapore’s central business district as the launchpad for what they envisioned as a scalable, AI-powered music platform. Less than a year later, Wubble has evolved into a production partner for major brands and media houses, delivering custom tunes at a speed and scale that traditional studios struggle to match.
Leveraging generative AI to accelerate creativity
Wubble’s core proposition is simple on the surface but transformative in practice: use generative AI to generate original music ideas, customize mood and tempo, and then harmonize, mix, and master with human oversight. By combining machine-generated material with expert human refinement, the platform enables brands to rapidly prototype sonic identities without sacrificing quality or emotional resonance. This approach is especially appealing to global giants looking to customize campaigns for multiple markets, cut production timelines, and reduce costs.
Voices behind the tunes: founders and early team
Anand Roy, a Singapore-based entrepreneur, has framed Wubble as a bridge between cutting-edge technology and the artistry of music. His partner, Shaad Sufi, complements the vision with a focus on product-market fit and scalable collaboration workflows. The duo argues that the music sector has long suffered from fragmentation—royalties, licensing, and rights management—creating friction for brands, agencies, and creators. Wubble’s platform seeks to streamline generations, approvals, and licensing, turning a traditionally linear process into a streamlined, repeatable pipeline.
Proof of concept: real-world usage and notable clients
Since its inception, Wubble has attracted attention from multinational brands and media networks. Notably, their technology has been used to generate tunes for Microsoft, HP, L’Oréal, and NBCUniversal, among others. These partnerships demonstrate the platform’s ability to deliver custom soundtracks that align with brand narratives, product launches, and media campaigns—without the heavy overhead of booking studio time or coordinating long lead times. In interviews and case studies, clients have highlighted the speed-to-market and the flexibility to iterate based on feedback, a critical advantage in fast-moving advertising and content cycles.
Addressing a systemic challenge in the music sector
Beyond the allure of faster production, Wubble’s approach tackles deeper industry challenges. The traditional music creation process can be opaque, expensive, and time-consuming, especially for brands seeking unique identities across campaigns and regions. Generative AI, when paired with careful human curation, promises a more transparent workflow, with easier licensing and clearer rights management. For the music sector to recover efficiency, platforms like Wubble argue for better transparency in lineage of sound, fair compensation for creators, and scalable tools that empower both large enterprises and independent creators alike.
What comes next: scaling responsibly and creatively
As Wubble scales, the conversation around AI-generated music centers on balance—between automation and artistry, between speed and quality, and between licensing clarity and creative freedom. Roy and Sufi signal a roadmap that emphasizes ethical AI usage, collaborative workflows with musicians, and robust controls for provenance and attribution. The Singapore-originated company is positioned to expand its footprint, not merely as a vendor of AI-generated tunes but as a partner that helps brands articulate sonic identities at a meaningfully lower cost and shorter cycle.
Why this matters for the music industry
The broader implications of Wubble’s approach suggest a future where generative AI serves as a co-creative tool rather than a replacement for human musicians. If adopted thoughtfully, AI-generated music can unlock new styles, facilitate rapid experimentation, and enable access to bespoke soundtracks for countless campaigns. For a sector that has long grappled with budget constraints and licensing complexities, Wubble’s model offers a proof of concept for scalable, AI-assisted music production that preserves artistry while delivering measurable business value.
