<p>Artificial intelligence (AI) has revolutionized the way service organizations provide new and additional value to the customer. This paper examines innovative AI applications in arts, especially in music creation through a case study of EnterArts, an innovative venture firm in South Korea which specializes in the creation and consumption of music. EnterArts democratizes the production of music and challenges the traditional model of music creation through allowing novice users to create personalized music. Strategic innovations of EnterArts include the introduction of blockchain for non-fungible tokens (NFTs), metaverse collaborations, and educational partnerships. EnterArts serves as a model for using AI to redefine music, providing insights for organizations that are interested in creative service innovation in the wide-open realm of arts.</p>