RHEI sends its AI agents into the music industry

Just two weeks ago, RHEI–the media-tech AI company formerly known as BBTV—unveiled Made, a content production and community management platform it says uses “emotionally intelligent AI to provide creators with a virtual dream team” of support.

Now, it’s revealing bigger plans for Made–plans that involve deploying the platform (and its AI agents) as a solution for the music industry. This is the Enterprise half of Made, which RHEI says is already working with major labels as well as independent labels and artists like MNRK, Symphonic, and Lyrical Lemonade.

RHEI describes Made for Enterprise as “a fully managed AI offering, where RHEI provides its full agentic solutions for content creation, ideation, audience growth, fan engagement, and rights management.”

“For too long, music companies have been forced to react to shifting digital landscapes rather than define them,” Shahrzad Rafati, RHEI’s CEO, said in a statement. “AI is fundamentally rewriting that equation. With RHEI’s solutions, labels and artists can transcend the limitations of traditional content strategies which are confined only to official channels and direct fan engagement, unlocking a level of scale, personalization, and growth that was previously unimaginable.”

She added, “We’re not distributing content, we’re building highly engaged and pinpoint-targeted communities that are fully catered to what fans really want and what trends are shifting the landscape, enabling music companies to harness the full potential of their vast libraries.”

As Rafati told Tubefilter last month, RHEI believes the way forward in the development of AI involves using this agentic approach to “close the gap between these large foundational models and the human brain and human creativity.”

RHEI Chief Strategy Officer Lewis Ball explains the goal with introducing Made to the music industry is to “scale content creation and optimization while preserving creative integrity.”

“Specifically when it comes to music, labels and artists can harness AI to produce high-quality content, optimize metadata, and curate predictive playlists–without sacrificing authenticity,” Ball said. “By combining rapid video production, AI-driven audience targeting, and intelligent community management, we ensure that music reaches the right fans, engagement is maximized, and revenue potential is fully realized.”

RHEI says Made for Enterprise’s partners in the music business have seen results like a 291% growth in monthly revenue, 3.7x more views per viewer (indicating “superfans” returning to watch more content), and “tens of billions of views generated.” RHEI says Made has “dramatically expanded reach for labels and artists across multiple genres.”

Jorge Brea, CEO of RHEI partner Symphonic, chimed in with his company’s experience.

“At Symphonic, we are continuously evolving to meet and exceed the needs of artists and labels, and expanding further into media and entertainment is a key part of that journey,” he said. “RHEI’s solutions are helping us scale in new ways, enhancing how we connect music with audiences across digital platforms. By pairing their tech, solutions and deep industry expertise with our own, we’re seeing more and more opportunities for discovery, engagement, and growth in key areas of our business.”

MNRK Music Group SVP and General Manager Brandon Squar also addressed their recent signing with the company. “MNRK is focused on giving our artists every advantage when it comes to visibility, engagement, and growth. We signed on with RHEI because of their extensive expertise and tech solutions to drive the best content performance, and reach fans effectively and authentically wherever they consume. This partnership will further enable us to keep pushing boundaries while making sure our artists’ music connects with fans in the most impactful way possible.”

Ultimately, RHEI launched Made to the music industry because it believes content creation is entering the new “Augmented Creativity Era” where AI “is now the connective tissue between artists and fans,” Rafati says. “The future of music belongs to those who harness its intelligence and scale.”