“We made a choice to demo these products in a fully produced mix. It backfired”: D’Addario denies using AI to make the music in string demo video

D’Addario has denied allegations that it used AI to create music in a promo video for its new NYXL HD electric guitar strings. It has also defended deleting comments and blocking accounts on its social media channels, saying it was protecting its employees from harassment.

In a statement to Guitar World, D’Addario confirms it never uses AI when making music for its video marketing content. “Our brand is grounded in authenticity, and doing so would be against our ethos,” says the strings and accessories giant.

The video in question is a slick production featuring some high-gain progressive metal played by Zach Tyler on an nine-string guitar. The launch offered the NYXL HD range as single high-density strings for seven-, eight- and nine-string guitars, while the XT Dynacore HD Classical Singles offered individual strings for seven- and eight-string nylon-string guitars.

Latest Videos From

Watch full video here:

The promo clip is undeniably super polished, super processed. That was the problem. It didn’t sound quote/unquote real.

There was a pile-on in the comments section. D’Addario got involved in the comments, denying the allegations, and then began deleting the comments relating to AI and blocking some accounts.

YouTubers soon picked up on the story, with Danny Sapko running a video titled, ‘Did the world’s biggest guitar string company just get caught?!’

NYXL HD Electric Strings - YouTube

Watch On

D’Addario stresses that the video was created by real musicians. But perhaps this controversy tells us that these über-finessed productions, electric guitar tones that have been processed so far that they take on this sheen of artifice, don’t work for audiences anymore.

In replying to Guitar World, D’Addario acknowledges that it was a mistake to present the demo with full production.

“We have an organization filled with extremely talented musicians whom we rely on to compose, produce, and demonstrate our products,” said D’Addario.

“We made a choice to demo these products in a fully produced mix, it backfired. We have learned from this and will shoot and demonstrate the products again without that fidelity of production, so consumers will be able to hear a comparison of these strings both in a mixed and raw format.”

Did the world's biggest guitar string company just get caught?! - YouTube

Watch On

The company says it had to turn comments off after one of its employees’ personal accounts was identified and he was “being targeted with malicious comments and messages”. That crossed the line.

“We have a responsibility to protect our employees from harassment. As always, we are open to accepting criticism as a brand,” said D’Addario. “But there is no place for harassment of our employees on their personal social media accounts. It’s so important that we all behave in a responsible and respectful way given the volatile nature of social media.”