How a Singapore Startup Aims to Fix the Music Sector
In a compact office tucked into Singapore’s central business district, two entrepreneurs are betting on a future where generative AI could repair a music industry long criticized for inefficiencies, licensing headaches, and uneven creative opportunities. Anand Roy and Shaad Sufi co-founded Wubble in 2024, turning a bold idea into a platform that has since produced tunes for global names and reshaped how brands think about sound.
The problem: a broken system, a crowded market
The music industry is facing a tension between licensing complexity, rising costs, and the demand for fresh, on-demand content. Brands want music that fits a moment, culture, or campaign—without getting bogged down in long lead times and expensive rights negotiations. For composers and publishers, the traditional workflow can be slow, opaque, and financially precarious. In this climate, the opportunity for AI-enabled workflow tools and creative collaboration is hard to ignore.
The solution: generative AI in service of creativity
Wubble’s platform uses generative AI to assist with music creation, iteration, and customization. The goal is not to replace human musicians but to provide a scalable, flexible toolset that speeds up production while maintaining or enhancing quality. According to Roy, the system can generate original melodies, harmonies, and textures that align with brand desires, mood boards, and cinematic cues, enabling faster turnarounds for campaigns and products across industries.
Real-world impact: partnerships with global brands
Since launch, Wubble has collaborated with a roster of high-profile clients, including tech giant Microsoft, consumer goods leader HP, beauty powerhouse L’Oréal, and NBCUniversal. These partnerships demonstrate the platform’s ability to deliver music tailored to specific campaigns, languages, and markets, all while navigating licensing needs more efficiently than traditional routes.
The technology behind the music
Wubble’s approach blends AI-assisted composition with human oversight. The platform can generate adjustable stems, provide tempo and key options, and produce multiple variants for A/B testing. The human-in-the-loop model helps ensure that the output respects brand guidelines, cultural sensitivities, and emotional resonance. The Singapore-based team emphasizes that the tool is designed to augment, not replace, the creative instincts of composers and sound designers.
Economic and creator impact
For brands, AI-enabled music can reduce lead times and licensing friction, freeing marketing and product teams to experiment with soundtracks that might have been cost-prohibitive or logistically challenging before. For artists and composers, platforms like Wubble can offer new revenue streams and collaboration pathways, opening doors to projects that demand rapid turnarounds or multilingual adaptations. The broader implication is a more accessible music ecosystem where creativity isn’t stymied by red tape or budget constraints.
What comes next
Roy and Sufi are focusing on expanding the platform’s catalog, refining the AI’s ability to capture nuanced cultural vibes, and strengthening governance around licensing to ensure fair compensation for creators. As generative AI becomes more embedded in the music industry, the question shifts from whether AI can write music to how AI can accelerate human creativity while ensuring ethical practices and transparent rights ownership.
Conclusion: a potential turning point for music and tech
Wubble embodies a broader trend: AI-assisted tools that empower creators and brands to collaborate more efficiently. If the technology continues to mature and licensing schemas evolve, generative AI could help mend a fractured music sector by offering faster, smarter, and fairer ways to produce and distribute soundtracks that resonate across cultures and campaigns.
