Noonoouri, an Instagram digital influencer, has just signed a record deal with Warner Music Central Europe. Even though she only exists as a digital entity, that is. With impossibly large eyes, a picturesque face and “Dominoes,” her debut single, Noonoouri represents a new chapter in the music industry, combining technology and art in previously unimaginable ways.
Noonoouri, rise of a digital icon
Noonoouri is nothing new in the digital world. As an Instagram influencer she has captured the attention of thousands of followers, with her unique look and sustainable fashion campaigns. AND earns more than 2 million euros a year.
However, his recent foray into the world of music has surprised many. This digital entity, which does not age, does not get tired and does not sleep, is now giving a new definition to the term “artist”. Music has always had a history of evolution and innovation. From the first vinyl recordings to online streaming platforms, the industry has seen revolution after revolution.
Noonoouri's entry as an AI pop singer marks another chapter in this ever-evolving story. But what does it really mean for the industry? It could mark the beginning of an era in which digital artists coexist with human ones, offering new experiences and possibilities.
Digital beauty and its standards
With incredibly large eyes and a face that represents decidedly postmodern aesthetic standards, Noonoouri also raises questions about the perception of beauty in the digital age. In a world where virtual reality and digital entities are becoming more prevalent, how will our standards and expectations change?
Some may view the rise of digital artists like Noonoouri with skepticism, and no one can blame them: it's also right to hesitate, or be decidedly against it. There's always a silver lining, though. These entities offer opportunities to explore new genres, experiment with sounds, and create unique musical experiences. A bit like the equivalent of the first suspension of disbelief that we entrusted to cartoons, when special effects had not yet allowed us to free the creativity of even directors of films with real people.
The first, but not the last
We have progressively approached this moment. First the vocal synthesizers, then the artificial intelligences, the digital humans, the avatars, the first synthetic songs. Noonoouri may be the first, she definitely won't be the last digital entity to enter the music industry.
As technology continues to evolve and the intersection of art and artificial intelligence, the future of music may have fewer boundaries than we imagine. And maybe (even if I find it absurd) we like it a little.
Even if it comes from “people” who don't exist.
