Virtual influencers, such as Noonoouri, are attempting to make a name for themselves in the music industry. Noonoouri, a digital character created by German designer Joerg Zuber, has recently signed a record deal with Warner Music as its first avatar artist. With her blue hair and doll-like appearance, Noonoouri joins the ranks of other virtual popstars like Alvin and The Chipmunks, Gorillaz, and Hatsune Miku. While Noonoouri’s vocals were partially created using artificial intelligence (AI) tools, Warner Music insists that AI played a minor role in her creation. However, the rise of virtual popstars raises concerns about the potential displacement or imitation of real-life artists. Despite these concerns, Marec Lerche, head of business development at Warner Music Central Europe, believes that virtual influencers offer labels more experimentation and flexibility. Noonoouri’s pivot to music follows in the footsteps of other virtual influencers-turned-popstars, such as Lil Miquela, who have found success in the industry. With her 400,000 Instagram followers and modeling contract, Noonoouri represents a new kind of artist that can be easily transformed and adapted to different styles and settings. While there is excitement about the opportunities AI can offer artists and producers, the music industry must navigate the regulatory and legal landscape to ensure that AI enhances human creativity rather than replaces it.
