Warner Music Signs First Digital Avatar, Noonoouri
Warner Music Central Europe is making waves by signing its first-ever digital character, Noonoouri, to a record deal. The character's debut single, "Dominoes," dropped on Friday and features 38-year-old German DJ Alle Farben, whose real name is Frans Zimmer.
The song was crafted using artificial intelligence technology to create Noonoouri's unique singing voice, which is based on a real singer but modified for distinctiveness. The track's songwriters and musicians will receive royalties and publishing splits, just like any traditional song.
Skims on a digital popstar? Have to give Kim K credit for the future-forward flex, but the digital fashion scene still feels like it's more marketing hype than a genuine business strategy. I don’t see it gaining real traction unless Metaverse platforms go mainstream.
The music video adds another layer of pop culture relevance by featuring Noonoouri in Kim Kardashian's shapewear brand, Skims. The choice of attire was made by Noonoouri's creator, Joerg Zuber, who took to Instagram to express his excitement about the project. He thanked Warner Music for believing in the team's hard work over the past two years.
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A spokesperson for Warner Music Central Europe clarified that while Noonoouri is not AI-generated, AI-assisted technology was used to create her singing voice. The company is eager for fans to discover the debut track, which was written and recorded by a group of talented songwriters and musicians.
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