About

Three decades. Three chapters.

Audio engineer. Producer. Songwriter. Now a generative AI director. Each one led to the next. Here's how.

Chapter One

Behind the boards.

I started in recording studios. Not the mythology of studios, the actual rooms. Cables on the floor, a console that cost more than the building, and an artist on the other side of the glass trying to get the thing in their head onto tape. For 30 years, that was my life. Engineer first, because that's how you learn what a record really is. Then producer. Then songwriter, once I understood that the sound only matters if the song holds.

Three decades behind the boards gives you the one thing no tool can: taste. You learn what a great take feels like the second it happens. You learn that the gear changes every few years and the fundamentals never do. Those years are why I'm a Voting Member of the Recording Academy (the GRAMMY organization) and why I know the artist, not the equipment, is the whole point.

Samori Coles working a mixing console in the studio
Organizations I've worked with
  • The Recording Academy
  • Sonic Intelligence Academy (SIQA)
  • Penguin Random House
  • Simon & Schuster
  • Madison Square Garden
Chapter Two

AI changed everything.

I've watched this industry reinvent itself before. Tape to digital. Albums to streams. Every time, the winners weren't the ones with the biggest budgets. They were the ones who picked up the new instrument first.

Generative AI is the biggest shift I've seen in my entire career, and I don't say that lightly. For the first time, one person with story sense and a laptop can direct what used to take a label budget: music videos, short films, entire visual worlds. So I did what I've always done when the tools change. I learned the instrument. Then I started directing.

Launch night of Sound & Screen, the live show that grew out of this work, pulled 128K+ likes. You can judge it for yourself: see the work.

Samori Coles directing AI film work
Chapter Three

Building the next generation.

Here's what those decades taught me about gatekeepers: they don't disappear. They adapt. Right now the labels, the platforms, and the studios are all racing to own AI. I'd rather put it in the hands of the artists. Digital recording democratized music production. AI is democratizing creativity itself.

That's why I serve on the Creative Advisory Council at SIQA, creators of the world's first AI music charts, helping define what it means to be an AI creator. But this chapter isn't about my credits. It's about yours. I spend my time on three things now:

Samori Coles hosting Sound & Screen
Teach

AI Creator Society

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Sound & Screen

My live AI music video review show, Wednesdays 7PM ET on TikTok Live. Creators submit, I review on air, and everybody learns in public.

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“I don't sell pipe dreams. I build what actually lasts.”

Samori Coles
Where our stories meet

Four doors. One is yours.

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