One Songwriter. Thirteen Voices. The Label Rewriting What "Artist" Even Means

There's a quiet revolution happening out of Manchester, and it doesn't look like anything the music industry has seen before.

At the centre of it sits Luke Carter, a songwriter and producer who has spent three decades writing, recording and quietly shelving hundreds of songs. Since 2024, working under his music pseudonym Sammi Dae, Carter has taken 60 songs from over 600 originals written between 1993 and 2023 and rebuilt each into 7 to 10 multi-genre versions. He calls each set a "Series".

Every version is performed not by Carter himself but by one of 13 custom-built AI artists, each with their own genre, aesthetic and identity. Cinematic soul from Thea. Velvet funk from Sacha Rome. Midnight R&B from Devyn Cross. Windswept Southern folk from Riven Knox. Thirteen distinct voices, one songwriter behind every note.

DGG Productions calls the approach a rights-clear, format-first music catalogue: human-authored at its core, AI-voiced at its surface. The songs are already finding audiences through a growing collection of curated playlists.

One songwriting engine. Many voices. A new model for what a record label can be.