Synthetic Emotion from The Music Department: Suno’s Unsettling Ad Campaign and the Return of Orwell’s Machine-Made Culture from 1984

In George Orwell’s 1984, the “versificator” was a machine designed to produce poetry, songs, and sentimental verse synthetically, without human thought or feeling. Its purpose was not artistic expression but industrial-scale cultural production—filling the air with endless, disposable content to occupy attention and shape perception. Nearly a century later, the comparison to modern generative music systems such as Suno is difficult to ignore. While the technologies differ dramatically, the underlying question is strikingly similar: what happens when music is produced by machines at scale rather than by human experience?

Orwell’s versificator was built for scale, not meaning (reminding you of anyone?). It generated formulaic songs for the masses, optimized for emotional familiarity rather than originality. Suno, by contrast, uses sophisticated machine learning trained on vast corpora of human-created music to generate complete recordings on demand that would be the envy of Big Brother’s Music Department. Suno can reportedly generate millions of tracks per day, a level of output impossible in any human-centered musical economy. When music becomes infinitely reproducible, the limiting factor shifts from creation to distribution and attention—precisely the dynamic Orwell imagined.

Nothing captures the versificator analogy more vividly than Suno’s own dystopian-style “first kiss” advertisingcampaign. In one widely circulated spot, the product is promoted through a stylized, synthetic emotional narrative that emphasizes instant, machine-generated musical cliche creation untethered from human musicians, vocalists, or composers. The message is not about artistic struggle, collaboration, or lived expression—it is about mediocre frictionless production. The ad unintentionally echoes Orwell’s warning: when culture can be manufactured instantly, expression becomes simulation. And on top of it, those ads are just downright creepy.

The versificator also blurred authorship. In 1984, no individual poet existed behind the machine’s output; creativity was subsumed into a system. Suno raises a comparable question. If a system trained on thousands or millions of human performances produces a new track, where does authorship reside? With the user who typed a prompt? With the engineers who built the model? With the countless musicians whose expressive choices shaped the training data? Or nowhere at all? This diffusion of authorship challenges long-standing cultural and legal assumptions about what it means to “create” music.

Another parallel lies in standardization. The versificator produced content that was emotionally predictable—pleasant, familiar, subservient and safe. Generative music systems often display a similar gravitational pull toward stylistic averages embedded in their training data that has been averaged into pablum. The result can be competent, even polished output that nevertheless lacks the unpredictability, risk, and individual voice associated with human artistry. Orwell’s concern was not that machine-generated culture would be bad, but that it would be flattened—replacing lived expression with algorithmic imitation. Substitutional, not substantial.

There is also a structural similarity in scale and economics. The versificator’s value to The Party lay in its ability to replace human labor in cultural production and to force the creation of projects that humans would find too creepy. Suno and similar systems raise analogous questions for modern musicians, particularly session players and composers whose work historically formed the backbone of recorded music. When a single system can generate instrumental tracks, arrangements, and stylistic variations instantly, the economic pressure on human contributors becomes obvious. Orwell imagined machines replacing poets; today the substitution pressure may fall first on instrumental performance, arrangement, sound designer, and production roles.

Yet the comparison has limits, and those limits matter. The versificator was a tool of centralized control in a dystopian state, designed to narrow human thought. Suno operates in a pluralistic technological environment where many artists themselves experiment with AI as a creative instrument. Unlike Orwell’s machine, generative music systems can be used collaboratively, interactively, and sometimes in ways that expand rather than suppress creative exploration. The technology is not inherently dystopian; its impact depends on how institutions, markets, and creators choose to shape it.

A deeper difference lies in intention. Orwell’s versificator was never meant to create art; it was meant to simulate it. Modern generative music systems are often framed as tools that can assist, augment, or inspire human creativity. Some artists use AI to prototype ideas, explore unfamiliar styles, or generate textures that would be difficult to produce otherwise. In these contexts, the machine functions less like a replacement and more like a new instrument—one whose cultural role is still evolving.

Still, Orwell’s versificator is highly relevant to understanding Suno’s corporate direction. When cultural production becomes industrialized, quantity can overwhelm meaning. The risk is not merely that machine-generated music exists, but that its scale reshapes attention, value, and recognition. If millions of synthetic tracks flood listening environments as is happening with some large DSPs, the signal of individual human expression may become harder to perceive—even if human creativity continues to exist beneath the surface.

The comparison between Suno and the versificator symbolizes the moment when technology challenges the boundaries of authorship, creativity, and cultural labor. Orwell warned of a world where machines produced endless culture without human voice. Today’s question is subtler: can society integrate generative systems in ways that preserve the distinctiveness of human expression rather than dissolving it into algorithmic slop?

The answer will not come from technology alone. It will depend on choices—legal, cultural, and economic—about how machine-generated music is labeled, valued, and integrated into the broader creative ecosystem. Orwell imagined a future where the machine replaced the poet. The task now is to ensure that, even in an age of generative AI, the humans remains audible.

@ashleyjanamusic’s Video Tells You All You Need to Know About Spotify’s Attitude Toward Artists

By Chris Castle

[This post first appeared on Artist Rights Watch]

Mansplaining, anyone? If you remember Spotify’s 2014 messaging debacle with Taylor Swift, we always suspected that the Spotify culture actually believed that artists should be grateful for whatever table scraps that Spotify’s ad-supported big pool model threw out to artists. They were only begrudgingly interested in converting free users to paid subscribers, which still pays artists nothing due to the big pool’s hyper-efficient market share revenue distribution model. 

And then there was another one of Spotify’s artist and label relations debacles with Epidemic Sound–Spotify’s answer to George Orwell’s “versificator” in the Music Department that produced “countless similar songs published for the benefit of the proles by a sub-section of the Music Department.”

The common threads of most of Spotify’s crazy wrong turns–and they are legion–is what they indicate: An incredible heartless arrogance and an utter failure to understand the business they are in. A business that ultimately turns on the artists and the songwriters. As long as there is an Apple Music and the other music streaming platforms, artists can simply walk across the street–which is why Taylor Swift could make Daniel Ek grovel like a little…well, let’s just leave it at grovel.

But–this long history of treating artists and especially songwriters poorly is what makes it so important to preserve Apple Music as a healthy competitor to Spotify and the only thing that stops Spotify from becoming a monopolist. A fact that seems entirely lost on their boy Rep. David Cicilline’s anti-Apple bill that “seems aimed directly at Apple and has Spotify’s litigation against Apple written all over it.” (Mr. Cicilline runs virtually unopposed in his Rhode Island elections, which if you know anything about Rhode Island politics is just the way the “Crimetown” machine likes it.)

Why are ostensibly smart people given to such arrogance? Mostly because they are rich and believe their own hype. But never has that reality been on such public display in all its putridness than in a truly unbelievable exchange at the Sync Summit in 2019 in New York between home town independent artist Ashley Jana and former Spotify engineer Jim Anderson who was being interviewed by Mark Freiser who runs that conference (and who doesn’t exactly come off like a prize puppy either). 

Ashley recorded the entire exchange in (what else) a YouTube video and Digital Music News reported on it recently. Here’s part of the exchange between Ashley and Mr. Anderson after Ashley had the temerity to bring up…money!

Jana: We’re not making any money off of the streams. And I know that you know this, and I’m not trying to put you on the spot. I’m just saying, one cent is really not even that much money if you add 2 million times .01, it’s still not that much. And if you would just consider —

Anderson: Oh, I’m going to go down this road, you know that.

Interviewer (Mark Frieser): This is really not a road we’ve talked about before, but I’m gonna let him do this —

Jana: Thank you again.

Anderson: Do you want me to go down this road? I’m gonna go down this road.

Frieser: Well, if you need to.

Anderson: Wait, do I go down the entitlement road now, or do I wait a minute?

Frieser: Well, you know what, I think you should do what you need to do.

Anderson: Should we do it now?

Frieser: Yeah, whatever you feel you need to do.

Anderson: So maybe I should go down the entitlement road now?  Or should I wait a few minutes?

Frieser: Do you want to wait a few minutes? Maybe take another question or two?

Anderson: [to the audience] Do you guys want to talk about entitlement now? Or do we talk about —

[Crowd voices interest in hearing the answer from Anderson]

Jana: I don’t think it’s entitlement to ask for normal rates, like before.

Anderson: Normal rates?

Jana: No, the idea is to make it a win-win situation for all parties.

Anderson: Okay, okay. So we should talk about entitlement. I mean, I have an issue with Taylor Swift’s comments. I have this issue with it, and we’ll call it entitlement. I mean, I consider myself an artist because I’m an inventor, okay? Now, I freely give away my patents for nothing. I never collect royalties on anything.

I think Taylor Swift doesn’t need .00001 more a stream. The problem is this: Spotify was created to solve a problem. The problem was this: piracy and music distribution. The problem was to get artists’ music out there. The problem was not to pay people money.

You really should listen to the entire video to really comprehend the arrogance dripping off of Mr. Anderson’s condescension.