Shufti and .MUSIC partner to authenticate music identities and protect global music community against AI impersonation

In the new age of AI-powered musical impersonation, deepfakes and bots, an artist’s greatest asset in the digital world is their Name, Image, Likeness, and Voice (NILV). Today, identity verification is essential to ensure trust, integrity, and authenticity. .MUSIC and global identity verification provider Shufti are partnering to authenticate the digital identity of the entire global music community to create a trusted ecosystem of verified artists, creators, industry professionals, organizations, businesses, and brands under the .MUSIC top-level domain. 

With support in over 240+ countries, Shufti offers an identity verification solution that globally validates people and organizations using a combination of government IDs and biometrics. For Shufti, the go-to experts for identity verification in highly regulated industries like banking, fintech, and healthcare, .Music is a first-of-its-kind partnership in a completely new space.  

“We are so happy and proud to join forces with .MUSIC and support their global mission of ensuring a safe and secure online environment that will promote trust, cooperation, opportunities, and legitimacy for the global music community,” states Shufti CEO Patrick Cox. “At Shufti, we have the technology and the means to support .MUSIC and we are fully committed to this mission.”

While critical work is being done to develop policies protecting artists and their NILV against deepfakes and stolen IP, legislation takes time to pass and only has a national effect. Shufti’s ID verification is cross-platform and global–providing far-reaching protection. Thanks to this new partnership with Shufti, all companies and individual members who register a .MUSIC domain will be vetted and their identities verified. By ensuring that every .MUSIC domain is owned by the creator or brand who claims to own it, the two companies will create a safe, secure, and transparent music ecosystem in which everyone can easily determine who is sharing any information or content.

“This collaboration is a critical development for safeguarding the music community’s digital identity and creating a trusted, secure and authentic music-centric Internet for the global music community and industry to safely connect, engage and transact,” says .MUSIC Founder and CEO Constantine Roussos. “Having a verified global music identity is the only way to streamline royalty collection and the licensing process of obtaining NILV permission directly from the authorized source to enable proper provenance, attribution and compensation.”

“Our partnership with .MUSIC marks a pivotal moment for global identity verification in the music industry,” says Cox. “We are excited to set a new industry standard for identity authentication for artists, bands, industry professionals, organizations and other members of the global music community.”

After more than a decade-long battle to secure the exclusive rights to the .MUSIC top-level domain name, the .MUSIC registry is launching globally. For the first time in the Internet age, the global music community and industry will be able to register their .MUSIC names in a trusted, secure, and safe manner without the fear of impersonators, cybersquatters, or AI bots. 

The global launch of .MUSIC has started with great anticipation and excitement, with many famous music artists and brands registering their .MUSIC names. These include Taylor Swift, Lady Gaga, Prince, Jimi Hendrix, James Brown, Whitney Houston, Universal, Sony, Warner, Spotify, Soundcloud, Deezer, Tencent, Ticketmaster, Live Nation, Apple, Google, YouTube, Meta, Facebook, Instagram, WhatsApp, Amazon, Twitch, Reddit, Coachella, iHeart, CBS, NBC, MGM, Shopify, Hilton, Uber, BMW, Rolex, Prada, Andreesen Horowitz, a16z and many others.

“We are committed to ensuring that every verified artist and music community member is able to interact in a secure, authentic and genuine digital space,” says Marina Roussou of id.MUSIC, the exclusive global identity provider for .MUSIC. “Verified MusicIDs will enable artists to protect their name, image, likeness and voice against AI deep fakes, impersonators and bots to preserve the integrity of everyone in the music industry.”

About Shufti
Shufti is a leading global identity verification provider that helps businesses verify identities, documents, and accounts, covering KYC, KYI, KYB, and AML solutions. The company’s 17+ identity verification solutions are trusted worldwide by 1000+ businesses belonging to industries varying from finance to insurance and e-commerce. Shufti extends document verification in 150+ languages, with the ability to validate 10,000+ IDs in 240+ countries and territories within seconds.  By adopting AI-focused automation and the latest technological tools, Shufti secures business processes like client onboarding, account opening, and digitization through award-winning identity verification services with an accuracy of up to 99%. For more information, visit: https://shuftipro.com 

About .MUSIC

.MUSIC is the trusted, safe and secure top-level domain name and verified MusicID for the global music community and industry. The .MUSIC initiative is a global music community-based and industry-led effort to create .MUSIC top-level domain with music-tailored policies and enhanced safeguards to protect intellectual property and the rights of creators globally, giving them full control of their music works. The .MUSIC top-level domain provides a music-centric Internet, a thriving, vibrant, and innovative place that promotes legitimate music creation, access, and distribution, where the global music community securely connects, interacts and transacts. For more information, visit: https://www.registry.music

About id.MUSIC

id.MUSIC is the exclusive music identity provider (IDP) for the .MUSIC top-level domain name serving the global music community and industry. id.MUSIC provides a verified global MusicID to to protect music artists’ Name, Image, Likeness and Voice (NILV) rights and address impersonators, AI cloning, bots and deepfakes. For more information, visit https://www.id.music  

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For more information, please contact

Lance Hood
Chief Marketing Officer | Shufti