Entertainment
SAG-AFTRA Artists Call for Strike Against Major Video Game Studios Over AI
After a year and a half of negotiations for a better contract, the artists' union SAG-AFTRA Authorizes Strike for all members working in video games under the organization's Interactive Media Agreement. The strike begins at 12:01 a.m. on July 26 (shortly after midnight tonight), and any video game studio wishing to employ SAG-AFTRA-signed talent for voiceover work, motion capture performances, on-screen talent, or similar services must sign one of the new agreements listed in the union's message.
These include the Independent Interactive Media Tiered Budget Agreement, the Interim Interactive Media Agreement, or the Interim Interactive Localization Agreement. According to the SAG-AFTRA website, these contracts are acceptable to the union because they include “critical AI protections for members.”
AI protections are at the heart of this strike
As the post notes, negotiations began in November 2022, and it cites major studios like Take 2 Productions, EA, Activision, WB Games, and others as being part of the convenience bargaining group. It states that “while agreements have been reached on many issues important to SAG-AFTRA members, employers refuse to clearly state, in clear and enforceable language, that they will protect all performers covered by this contract in their AI language.”
Simply put, this strike is largely because members are seeking to protect themselves from potentially exploitative AI technology. An unscrupulous studio looking to cut costs could hire a performer once and then use the resources to generate content without the performer’s consent or compensation for their performance. SAG-AFTRA members argue that this and other options that do not require explicit consent for the reuse of a performance are harmful and undervalue their work.
Sarah Elmaleh, chair of the Interactive Media Agreement negotiating committee (and a prolific video game voice actress, with credits in games such as Final Fantasy XV, FortniteAnd Rush to high fidelity) concludes his message with a statement to this effect.
“Eighteen months of negotiations have shown us that our employers are not interested in fair and reasonable AI protections, but rather blatant exploitation,” Elmaleh said. “We reject this paradigm because we will not abandon any of our members or wait for sufficient protections. We look forward to working with teams on our interim and independent contracts that ensure AI transparency, consent, and compensation for all artists, and to continuing to negotiate in good faith with this negotiating group when they are ready to join us in the world we all deserve.”
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