Mark Muir Shares Insights on the Business of Entertainment
August 24, 2023 – Media MentionEntertainment Partner Mark Muir was featured in Los Angeles Times B2B Publishing discussing how Southern California’s bedrock industry can continue to blaze new and creative paths to success.
Q: As a trusted advisor to the entertainment sector, what do you consider to be the most challenging obstacles facing the industry in 2023?
Mark Muir, Partner, Entertainment Dept., Greenberg Glusker LLP: Assuming the strikes are still ongoing when this is printed, they are our biggest obstacle currently. Most likely the sides will eventually meet at a point somewhere in the middle on the money issues. AI, however, presents a novel challenge. It’s long been possible to digitally recreate an actor’s voice and likeness, and that is already an uncrossable line in the sand: artists have to control when and where their names, voices, and likenesses are used. AI is more than that though – as the technology continues to evolve, it is becoming increasingly possible for future content creation to use primarily AI-generated performances. Agreements will have to be reached that allow the industry to advance with the times using powerful new tools available but still utilizing the even more powerful talent of our industry’s artists.
*This panel was originally published in Los Angeles Times B2B Publishing and can be accessed here.