Warner Music Signs First Digital Pop Star, Who Gets Her Pipes From Generative AI
In the ever-evolving digital landscape, Noonoouri, an 18-year-old influencer, has risen to prominence with a staggering 400,000 Instagram followers.
The mastermind behind Noonoouri’s creation is Germany-based CGI artist Joerg Zuber. She made her first appearance in 2018 when she turned up at fashion shows for Dior, Valentino, Miu Miu, and Kim Kardashian’s beauty line KKW Beauty.
The character has just ventured into the realm of music with a song titled Dominoes, which has amassed over 50,000 views on YouTube. The hit was enough for Warner Music to recognize her appeal and offer a recording contract, the first digital “influencer” to secure a major record deal.
Noonoouri, in essence, is a metaverse avatar, and her vocal prowess is brought to life through the intricate workings of artificial intelligence. The technology employed is generative AI, capable of crafting something entirely new from existing data—in this instance, a singing voice.
Notably, the precise AI technology in Noonoouri’s musical pursuits remains undisclosed to the public. According to Forbes, royalties from her musical endeavors will be divided among the featured artist, Warner, and the creator, reflecting the collaborative nature of this emerging field.
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The integration of AI in music production and the rise of virtual influencers like Noonoouri are gradually gaining acceptance. Younger generations, in particular, have embraced these virtual celebrities as a natural part of their digital landscape.
From the same report, research indicates that campaigns featuring virtual influencers can yield higher engagement rates compared to those featuring their human counterparts. However, this trend has raised concerns among musicians who fear that the growing presence of virtual artists may pose challenges to their livelihoods.
[via Forbes and Interesting Engineering, cover image via Noonoouri/Instagram]
