Pemanfaatan Artificial Intelligence dalam Proses Penciptaan Jingle "Kopi Roda": Studi Kasus Produser Musik Adrian Timothy

Abstract

This study examines the utilization of Artificial Intelligence (AI) in the creation process of the jingle "Kopi Roda" through a case study of music producer Adrian Timothy. The objective of this research is to analyze and describe the creative process that employs AI and conventional methods separately, to analyze the integration of both approaches, and to understand public responses to the resulting work. The method employed is a mixed-method approach, encompassing observation, interviews, and surveys. This study applies Alan P. Merriam's music composition theory, Margaret Boden's combinatorial creativity theory, and William P. Malm's melodic structure analysis theory, which collectively demonstrate that AI serves as a novel tool that expands creativity without diminishing the essential role of humans. The findings reveal that AI acts as a creative partner that enriches and accelerates musical exploration without replacing the human role. Adrian Timothy uses ChatGPT for lyric composition and Suno AI for musical structuring, which are subsequently artistically refined by Adrian himself. AI enables time efficiency and idea exploration, particularly in the early stages of production. Public responses toward the use of AI vary; the majority accept it as long as the human role remains dominant, although some express concerns over the potential loss of creativity and artistic value. The study concludes that AI holds significant potential to foster innovation in music, provided it is used wisely and responsibly, and can enhance collaboration between humans and technology in the creation of artistic works such as jingles.