AI Hits the High Notes. Is the Future of Pop Stars Digital?

Brands are going gaga over Noonouri

Remember when Auto-Tune was set to destroy the music industry??

For those unfamiliar, Auto-Tune was first developed to help singers and producers achieve more accurate and polished vocal recordings. Developed in the early 2000s, these audio processors work by detecting and adjusting the pitch of a vocalist's notes in real-time.?

However, its introduction was met with mixed reactions. Some praised the robotic sound. Others dismissed it as a cheat code. After all, if auto-tune produces perfect notes, who needs to be a skilled singer anymore??

To this point, according to T-Pain, an artist and pioneer of auto-tune, “My peers told me I ****** up music.”?

Of course, auto-tune didn’t prevent great singers from competing. For some, it enhanced their performances. In other cases, it introduced completely new sounds to multiple genres, like hip-hop, pop, and R&B. (But change is never seamless. Bob Dylan himself was booed when he decided to go electric)?

These days??

It’s hard to hear a pop song without auto-tune. And yet despite its prolific use, many singers still dominate charts without it. This brings me to my main question: in today’s age, will AI replace “real” singers or merely change how music is produced??

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Had a hard time gaining followers recently? The bots sure haven’t.?

Meet Noonouri, the world’s first AI popstar. While Noonouri is completely digital, that didn’t stop her from signing a record deal with Warner Music last month. Also, unlike human singers, Noonouri’s voice is derived from generative AI, so she never has to deal with vocal strain.?

But Noonouri didn’t blow up overnight. According to its 43-year-old German inventor, Joerg Zuber, Noonouri has been working up to this moment for some time. Back in 2017, when Noonouri appeared online, she initially gained traction as a fashion influencer, gaining recognition from the likes of Kim Kardashian. She even took over Dior’s Instagram a couple of years later, also resulting in mixed reviews.?

She’s not alone.?

With an even broader following, Miquela is another virtual influencer constructed via AI. Already signed to talent agency juggernaut CAA and commanding an impressive 3M followers, Miquela and virtual influencers like her are destined to steal the spotlight from humans. In fact, virtual influencers can command 3 times the amount of engagement as their flesh and blood counterparts.?

Brands are salivating at these numbers, not to mention the fact that virtual influencers (VIs) are available 24/7 and utterly malleable. They can also take on whatever personality, appearance, or social stance brands require.?

Think that’s crazy? Unfair??

You’re not alone. We may be facing a human creative revolt before long.?

In the meantime, a few months back we discussed humans filtering their appearances at an alarming rate. So what’s the big deal if VIs can be similarly modified? In a world of constant filtering, the concept of perfectly customized and airbrushed VIs doesn’t sound so wild.?

And yet, in an ecosystem where young users already feel inferior to online models and influencers, how will they like competing with CGI? It certainly puts another layer onto unrealistic beauty standards because they’re no longer just unattainable—they’re literally unrealistic.?

So what will happen when AI surpasses humans on the cultural stage??

Harvey Mason Jr., CEO of the Recording Academy is concerned with this query. And he wants fans to know robots will not be eligible to win Grammys. Yet, there are loopholes. “If there’s AI performing the song but there are humans writing it, then it’s eligible for a writing category…” says Mason.?

Yes, lines are blurring, but one thing is clear: AI collaboration is now forcing the biggest players to form legal precedents around emerging tech.?

So, what needs to happen next??

For starters, we must educate people on this phenomenon. Just as activists have sought to inform us about unrealistic beauty standards, there must be clear messaging around these virtual influencers and artists. After all, are we really looking to foster more insecurity in society??

This initiative can also be paired with art and creative programs in the spirit of wellness. Due to the nature of the creator economy, producing and selling art can be more lucrative than ever. Everything from filming a short to producing a pop hit is now something happening in bedrooms and basements the world over.?

But has this made us see art in the wrong way? Are we teaching our children creating art is only worth it if it can be monetized??

We won’t answer that today. Still, even with the knowledge I’m not ever going to be a pro athlete, I love playing sports and getting active. Doing so helps me unwind, think creatively, and socialize with friends old and new.?

Perhaps we should approach creating art in the same way.?

Creativity is inherently therapeutic, providing outlets for healthy expression. But how many of us give up on writing poetry, making music, or painting once we realize it won’t be our career? And, can we maintain our motivation for artistry if it holds no financial reward??

Lastly, I’ll leave you on this question: Are we automating the wrong jobs??

Already, we’ve found novel ways for ChatGPT to write poems. We have bots like Noonouri singing original pop hits. But with the tech we have today, why aren’t we automating drudgery like cleaning toilets or stocking shelves? Likewise, wouldn’t it be more beneficial to automate dangerous jobs like loggers??

Just like AI singers of today, T-Pain caught quite flack for his use of auto-tune. Years later, as he’s parlayed his fame into other avenues, he’s being praised for paving the way. Initial impressions of new technology are almost always reactive. Most likely, AI will not replace our favorite singers, but I’m certain we will see new levels of experimentation with newfangled technology, deepening or even sparking new genres. While it could take years to be well-received, what might the music of the future sound like??

Maybe we should ask Noonouri.

Thank you for reading. If you like what you just read, please subscribe for more content. Consume at Once is about how to simplify a complex world being disrupted by technology. Any opinions or forecasts contained herein reflect the personal and subjective judgments and assumptions of the author only