Alessia Cara, the Brampton, Ontario singer-songwriter, recently confronted an unsettling experience when she came across an AI-generated song that attempted to mimic her style. While the AI track was not an exact replica, it utilized elements of her unique vocal traits, including her breathing patterns and pronunciation, which sparked a sense of alarm in her. Cara expressed her concerns, stating, "Having something be able to take your likeness and have you say things that you didn't say, it's a little scary and alarming," indicating her preference for human artistry over artificial intelligence.
This experience was particularly poignant for Cara as she created her latest album, Love or Lack Thereof. This album features live-off-the-floor jazz-soul reinterpretations of her previous works, allowing her to showcase imperfections that resonate with human experiences. Describing herself as a perfectionist, she explained how this project encouraged her to embrace imperfection: "It allowed me to practice freedom and letting things be what they are. I think that's more beautiful. Imperfect stuff is actually where the humanness is."
The album also signifies a milestone in Cara's decade-long career, as it marks ten years since her breakthrough single, "Here," which propelled her to fame. This song not only earned her a Grammy for Best New Artist in 2018 but also several Juno Awards. Through this new project, Cara reflects on her earlier songs from a more mature perspective, revisiting themes of romance and heartbreak. For instance, the track "I'm Yours," originally from her 2015 debut album Know-It-All, is transformed into a tender, horn-accented ballad, while "Shapeshifter" from 2020 is reimagined as a spaghetti-western standoff, featuring a collaboration with Nelly Furtado.
Despite her success, Cara acknowledged the significant changes within the music industry over the past decade. She described it as both "tough to witness, but also to be a part of." When she broke through, the industry had a recognizable structure, characterized by clear promotional cycles and defined roles. In contrast, today's landscape is impulsive, driven by streaming services and social media, which often leaves artists feeling misplaced. "It feels like I don't recognize it sometimes," the 29-year-old said, adding that it sometimes feels like "a mom trying to fit in" among the younger generation.
These shifts have compelled artists to adopt multiple roles now, including being social media personalities, analysts, and content creators—all roles that Cara admits she is not used to. She recognizes both the advantages and disadvantages of these changes, noting that artists can now produce and distribute music with ease, but the overwhelming amount of content makes it difficult to find one's audience. She observed, "I think we all are in a very transitional period—with AI, with the industry—and everybody is trying to find their footing."
On the performance front, Cara faced challenges during her Latin American tour, which had to be canceled due to a local promoter losing faith. Furthermore, the U.S. leg of her tour experienced postponements due to factors outside her control. "We’re coming off of a world pandemic, and we are in a serious recession," she remarked, underscoring the broader economic difficulties impacting artists and music consumers alike. She noted that as audiences struggle to financially support the arts, it becomes increasingly challenging for fans to afford concert tickets or physical albums. Additionally, Cara criticized the presence of corporate intermediaries and resellers who escalate prices, creating barriers for genuine music fans and artists alike.
Recently, Ontario Premier Doug Ford introduced a proposed law aiming to ban ticket resales that exceed original prices, particularly with the upcoming FIFA World Cup in mind. While Cara expressed skepticism about legislative solutions, she emphasized the need for change, saying, "I hope it gets fixed because I really want my listeners who love my music to be able to afford to come and see me." She is also exploring ways to connect more directly with fans, considering options like intimate venues, livestreamed performances, or free pop-up shows, despite logistical challenges. Ultimately, she values social media as a low-cost means to engage with her audience, stating, "We should just lean into human connection as much as we can, and find ways to maintain that innocence."
