Warner Music has made headlines by signing an unconventional record deal with Noonoouri, the world’s first AI virtual pop singer and Instagram influencer. Unlike traditional artists, Noonoouri is entirely digital, existing solely on the internet without the limitations of aging, fatigue, or sleep.
Her debut single, “Dominoes,” was released on September 1, 2023, marking her entry into the music industry, and has already gained over 60,000 views on YouTube. The track is a collaboration with 38-year-old German DJ Alle Farben, signaling the start of her artistic journey.
AI-generated singing voice
What sets Noonoouri apart as an artist is her AI-generated singing voice. Although it may have a somewhat raspy quality due to AI manipulation, it showcases the advancements in artificial intelligence technology. Her voice was created using generative AI, a technology that takes existing data and transforms it into something entirely new.
It began with a recording of a human singer, which was then modified to give the digital influencer her unique vocal identity — Notably, the songwriters, singers, and musicians involved in “Dominoes” will receive royalties and publishing splits, mirroring the conventional music production process.
The Mind Behind Noonoouri
Noonoouri was brought to life by 43-year-old graphic designer Joerg Zuber from Munich. She started her career at the age of 19 and has taken the fashion world by storm. Zuber introduced Noonoouri to the public in late 2017, leading to partnerships with famous labels and appearances in advertising campaigns, including Kim Kardashian’s makeup line.
For him, Noonoouri represents a lifelong dream inspired by his early fascination with the world of fashion, which he discovered through his first fashion magazine at the age of five. He views fashion as a symbol of freedom, and Noonoouri embodies that freedom. Zuber deliberately chose to create Noonoouri as an avatar character rather than pursuing hyper-realism, emphasizing her distinctiveness in the digital realm.
Beyond music, Noonoouri is known for promoting veganism, sustainable fashion, and opposing the use of fur in the fashion industry. The virtual popstar already boasts over 200,000 Instagram followers and collaborations with renowned brands like Marc Jacobs, Dior, and Versace, having also established connections with supermodels such as Naomi Campbell.
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