What Happens to Sample Packs When AI Is Free and Infinite? A Convo With UNDRGRND Sounds

Sample pack creators are staring down a future full of generative AI tools that promise infinite loops, one-shots, and even MIDI. But quantity doesn’t automatically mean quality—and it definitely doesn’t mean community. That’s part of what’s kept UNDRGRND Sounds relevant while new platforms rush in to flood the market with AI-generated content. They’ve been around long enough to know that what really matters is usability, musicality, and a clear point of view.

In this conversation, I caught up with one of the co-founders of UNDRGRND Sounds, Lukas Lyrestam, to ask how they’re thinking about competition from AI, how tools like ChatGPT and Suno might affect the value of sample packs, and what the next wave of tools could look like. Instead of dodging the topic, they leaned into it—with some clear opinions about how the future might unfold.

This one covers everything from sync licensing and copyright to distribution and the reality of reaching working producers. Whether you’re building your first drum kit or considering launching your own niche pack with AI tools, this interview’s got some context that’s worth reading.

Let’s call it what it is—generative AI can now build full drum loops, pads, textures, MIDI riffs. How does UNDRGRND Sounds compete with free, infinite content?

In my own personal experience the results of prompt-based musical AI aren’t up to par when producing sub-genres, or anything resembling “original” creativity. The results are pastiches of true creative music—the kind of stuff that inspired us to start UNDRGRND Sounds in the first place. By its very nature, generative AI becomes better at creating content based on available data, and in our case, there’s just “less” data for the models to understand what truly great electronic music is.

By that logic, our samples will always be the real deal as opposed to something non-authentic. If someone wanted to create a run-of-the-mill tech-house track without character or style, that wasn’t particularly difficult even before AI. But we serve the producers and music makers of the world who want to create music that really resonates. In fact, there are plenty of examples of trending electronic music using our loops—I hear it when I go clubbing.

Right now, Gen-AI loops or Gen-AI music composition as a whole can’t create music that matches our loops or top-tier human music. Most Gen-AI music companies aren’t even trying to. That said, the quality is getting better all the time, and I do think Gen-AI samples are positioned to dominate the “passive” music space—like sync or background music for influencer videos. It’s an exciting time, and we embrace the arrival of AI tools. But we still believe in the practical creativity of musicians.

Do you think AI will lower the perceived value of sample packs overall? Like, will producers stop paying for something they think they can generate themselves?

This is definitely possible, but ultimately music producers talk to each other and compare techniques. The results of sample pack productions are still more creative and commercially successful than generated samples. We might see a little dip in sample pack consumption at the moment, but until AI can make the exact type of sample that produces hits—which it can’t yet—producers will still be willing to pay for great production material.

I also think that the mindset of “hunting” for the right sample is a creative act in itself, which producers find unique and exciting.

How do you feel about the idea that your future competitors might be individual producers using AI tools to release small, hyper-niche packs?
I like it If individual producers have the skills to create that kind of content, then all the better for them. At the same time, the sample pack market is very competitive and simply creating great content doesn’t mean it reaches consumers. You need an existing social network, distribution, and brand to make that business work—which is a different skill set from making great music or samples.

That’s where UNDRGRND can come in: we provide up-front financing and creative feedback. We exist as a tool and business between creators and musicians. I don’t think new AI workflows will change that much. If anything, it helps people focus more on what they want to do instead of doing everything themselves.

Will sample packs like the ones you create and release at UNDRGRND Sounds need to become more interactive to stay relevant—more editable, generative, or plugin-integrated?

Absolutely. We’re already working with ethical AI companies that respect copyright, transparency, and artist remuneration.

I believe AI-assisted music production is the future of the industry, but that doesn’t make samples irrelevant. We’re looking at ways to use the musical information embedded in our samples—especially MIDI—and place that content in new contexts, like directly inside DAWs. We’re partnered with FL Studio, Tracklib, LANDR, and other platforms that help producers use our samples in creative ways.

Last one. If the traditional sample pack model is on its way out, what about the industry as it stands will weather this storm of AI flooding the zone? And how close are we to that shift happening at scale?
What I truly believe is that DSPs and distribution platforms like YouTube need to take a firm stance on AI-generated music and samples and enforce transparency measures. As gatekeepers to the world’s music listeners, they can steer public consumption toward real, groundbreaking music.

Their decisions affect all of us in the music industry, and I hope they choose to protect the ecosystem rather than chase short-term profits. If they don’t, then we’re in trouble—not just in the sample industry but in the broader music industry. Possibly even human creativity as a whole.

Separate from UNDRGRND Sounds, I’ve also co-founded Transparentaudio.ai with long-time AI expert Valerio Velardo to address these exact issues. As of now, we’re still a few years away from AI flooding the zone. Sample pack consumption is healthy, and more people are making better music than ever. I’m also encouraged by the rise of responsible Gen-AI music companies whose equitable payment structures and data ethics make me optimistic that companies like UNDRGRND Sounds will continue to provide top-tier material for a long time.

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