Warner Music has signed a record deal with an AI virtual pop singer known as Noonoouri, taking AI in music to another dimension at a time when it has attracted support and controversy at the same time.
Noonoouri, who is famous on Instagram, has already amassed over 400 thousand followers on the social media platform.
Symbol of freedom
The virtual popstar was created by German graphic designer Joerg Zuber and became popular on social media in 2018. With Noonoouri, Zuber also wanted to bring to life his dream rooted in his fascination with fashion, which he sees as a “symbol of freedom.”
To him, Noonoouri, who is also a fashion icon, is an embodiment of freedom. Unlike other musicians, Noonoouri exists digitally only and is free from “human limitations such as aging, fatigue, and sleep.”
Noonoouri announced the deal in an Instagram post where she described music as her “lifeblood,” saying it “sets me into the mood and nourishes my visions and ideas to bring them to life as a driving force inside of me.”
“Warner Music is the home of a lot of my favorite music artists. I cannot be more thankful and honored to join such a wonderful family, where music is the beat of life,” she added.
According to Designboom, this is the first instance in which the music label has signed a record deal with a virtual pop musician.
Big business for a “big” girl
Noonoouri is not only focused on music; her digital presence goes beyond that. She is a fashion icon who is also involved in promoting suitable fashion, a vegan diet, and opposing the use of fur in the fashion industry.
According to Hyperbeat, the popstar has already collaborated with various big names in design campaigns, and she is reported to have worked with Kim Kardashian and Naomi Campbell, among other big names in the showbiz industry.
Zuber introduced her in 2017 and partnered with big fashion brands like Dior, Versace, and Marc Jacobs.
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The controversy
Warner Music’s decision comes at a time when AI music has divided opinion among artists themselves, record labels, and listeners.
Some artists have spoken out against the use of AI in the industry, yet others feel it’s a welcome development that will enhance the music and art industries.
Some of the biggest issues of concern over AI-generated music and art include originality, compensation, and copyright issues.
But, talking about the release of her song ‘Dominoes’ in an Instagram post, Noonoouri revealed this was a collaborative effort between herself and the likes of Andrew Bullimore, Alle Farben, and Jenson Vaughan, among others.
According to a Hyperbeat article, the singing voice in the track was rendered using generative AI inspired by real-life human voices. The article also noted that income generated from the ‘Dominoes’ song will be shared among all the creators of the song, including writers, singers, and musicians who worked on the track.
Many have been pushing for better AI regulation, while others have praised the technology and seen the benefits that come with proper AI usage.
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