By Colin 
When we first reported on The Velvet Sundown, they were a mysterious retro-folk group attracting viral attention without any clear origin story. Their songs appeared on major playlists. Their band images looked oddly perfect. Their biography offered no real-world links. At the time, speculation pointed to artificial intelligence, but no confirmation had been given.
Since the publication of our original article, the story has developed quickly. The creators have now admitted the truth. The project is entirely AI-generated, and the fallout has extended across the music industry. In the space of a few short weeks, The Velvet Sundown has become a symbol of what the future of music might look like, for better or worse.
A quiet admission, followed by global scrutiny
The band’s Spotify biography now includes an explicit reference to its artificial nature. It describes the act as “a synthetic music project guided by human creative direction,” with the music, vocals, and imagery all produced using artificial intelligence.
At the same time, a Swedish news investigation linked the band’s social media accounts to IP addresses in Italy. While this does not reveal the identities of the creators, it strongly suggests a single point of origin. As of now, no individual or company has claimed responsibility for the project.
Even as questions mounted, The Velvet Sundown continued to grow. Listener numbers have doubled since early July, now surpassing one million monthly plays. The band remains on several major playlists. It is still unclear whether these placements are curated or algorithmic, but they have helped the music reach a much wider audience.
Industry bodies demand urgent reform
In response, the British Phonographic Industry and the Ivors Academy have called for immediate regulation. They are pressing for three main changes: clear labelling of AI-generated tracks, transparency around training data, and a new framework to protect artists whose work is used to train generative tools.
The UK government has confirmed it is reviewing these concerns as part of its wider AI regulation programme. Although no specific law has been proposed yet, the Department for Culture, Media and Sport has confirmed that synthetic music is under review.
Platforms are responding in different ways. Deezer now tags AI-generated tracks and has removed many from recommendation feeds. The company has also reported that as much as 70 percent of some AI music streams may be fraudulent. YouTube is testing upload detection tools and has revised its monetisation rules to limit payouts to fully synthetic music.
A cultural turning point
Beyond regulation and streaming policy, the reaction to The Velvet Sundown reflects a wider cultural shift. While some listeners were amused or intrigued, many felt misled. Others raised concerns about emotional depth, originality, and how streaming platforms reward sound over story.
Independent musicians have been especially critical. For artists working to grow real fanbases, the idea of AI-generated bands competing for playlist slots feels deeply unfair. Many have also questioned whether their work was used to train models like Suno or Udio without permission or credit.
Some supporters of the project see it differently. They describe The Velvet Sundown as a kind of conceptual art piece. For them, the deception highlights how little context streaming offers and how easily artificial content can thrive within its systems. Whether that’s a clever statement or a problem is up for debate.
What happens next?
Synthetic music is not going away. With tools like Suno and Udio now widely available, more projects like The Velvet Sundown are almost guaranteed. The question is how platforms, governments, and audiences choose to respond.
We are likely to see increased demand for transparency, stronger labelling rules, and better protections for human artists. Platforms will need to decide whether to prioritise disclosure or continue treating synthetic music the same as any other content.
At the same time, listeners are becoming more aware. The story of The Velvet Sundown has sparked wider conversations about trust, authorship, and the purpose of music itself. That might be the most important result of all.
The band may not be real, but the debate they triggered definitely is.