An AI makes its debut at Warner Music – La Réclame

So, who will go and collect the gold record?

If the influencer industry is already baffling you, then you’re not ready to venture into the world of virtual influencers just yet. This phenomenon is experiencing a rise in popularity on social networks, illustrated by the appearance of accounts such as Kami or, even more notoriously, Lil Miquela, which has 2.7 million subscribers.

These digital creations, which often look deceptively real, are powered by artificial intelligence and created using computer-generated imagery (CGI) technology, generating significant revenue. The typical portrait of these number dolls is that they are extremely available, always impeccable, constantly under surveillance to avoid controversy, and that they target an audience of young women between the ages of 18 and 24.

The subject that holds our attention today is, as you will have understood, a reflection of the constant evolution of the digital world, where the boundaries between reality and fiction seem to be blurring more and more. It’s about Noonoouri, a virtual influencer of only 18 years old, who recently signed a contract with Warner Music to get started in the music industry. This development occurs in parallel with two divergent visions of the phenomenon: on the one hand, the launch of AudioCraft by Meta, introducing new music technologies based on AI, and on the other hand, the concerns expressed by the Recording Industry Association of America (RIAA) regarding music sites powered by artificial intelligence. The RIAA is concerned that these sites could infringe the copyrights of artists by using AI to create remixes and modify music tracks without permission.

Born from the imagination of German CGI artist Joerg Zuber in 2018, Noonoouri, from the height of her 400,000 followers on Instagram, quickly rose to the top of the fashion industry by collaborating with prestigious brands such as Dior, Valentino, and even Kim Kardashian’s beauty line, KKW Beauty. His recent turn to music with his title “Dominoes” was a great success, accumulating more than 50,000 views in record time on YouTube. Warner Music, perceiving the brilliance of the digital model, was quick to hand him a recording contract. Her stunningly lifelike voice is the result of artificial intelligence, harnessing generative technology that draws on pre-existing data to spawn something completely new. We still hope that the sound quality will be there, unlike “Dominoes”

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