Noonoouri, an influencer created by artificial intelligence, has just released a single, after signing with Warner Music. A first step that could call for others, with companies taking advantage of a legal framework that is still unclear.
It’s a song that probably shouldn’t become a music standard. Above all, it resembles hundreds of others already composed. But it has a fundamental difference with all the others: if it was indeed composed by humans, its interpreter is an AI.
Noonoouri, a virtual star created entirely by artificial intelligence, has more than 400,000 subscribers on her Instagram account and is a real celebrity: she has already signed contracts with luxury brands such as Dior, Valentino and Balenciaga. Now, Noonoouri has just signed with Warner Music, and unveiled his first single: Dominoes.
Noonoouri isn’t the only virtual star out there — and she sure isn’t the last. The signing of his contract with Warner paves the way for more and more artists and personalities “created” by AI, whose performances are always more impressive. Above all, it raises many questions in terms of law, and represents, for many, a danger for the music industry.
Noonoouri, the first singer created by AI
Warner Music announced the signing on September 2, 2023 in a press release. Her first song, Dominoes, was written with the help of DJ Alle Farben and by a group of musicians. Noonoouri’s voice was synthesized by artificial intelligence from the voice of a real singer, but modified so that it had its own tone.
Noonoouri was born in 2018, on an idea of ” the digital activist Joerg Zuber, who still runs his account. However, he is no longer the only one to take care of the influencer’s career: a team of 15 people is working to maintain Noonoouri’s activity on social networks, Joerg Zuber told the Telegraph. According to him, Noonoouri is proof that AI “ gives work to real humans. »
It must be said that the influencer is particularly popular. In addition to her partnerships with several major luxury brands, she has already appeared in a Kim Kardashian video. With the agreement signed between her and Warner Music, Noonoouri further establishes her status as a star and influencer created by unique IA.
What about copyrights?
But the agreement also questions professionals in the field, in particular for questions of copyright. Warner Music tried to reassure The Independent in an article that ” the songwriters and musicians of the song will receive royalties and publishing rights as with any other traditional song “. However, it is not specified whether the singer who lent her voice will be entitled to the same treatment, nor whether Joerg Zuber will receive part of the royalties.
All these unanswered questions are of particular concern to musicians. ” Until we have a much stronger framework in place, AI will remain a threat to the entire music industry ecosystem. “, thus indicated Naomi Pohl, the general director of the union of the English musicians to The Telegraph.
The organization is asking for more rights and protections in the face of the new challenges posed by the arrival of AI. ” The government needs to recognize that using recordings to teach AI is copyrighted, and find a way for companies to follow the law “, insists Naomi Pohl.
This is another aspect of the problem already raised by songs created by AI which take the voices of human artists, and make them sing other songs. The practice, which was controversial at first, and has now become commonplace, and these contrived remixes are often very popular.
For now, most artists not only find themselves without protection, but find themselves competing with virtual stars who cost the record companies much less. They don’t cost anything, they don’t create star whims, they don’t have health problems, they don’t create scandals. Above all, artificial intelligences are becoming commonplace in the landscape, and influencers created by AI do not scare the public. Noonoouri may be the first AI to sign with a record label to produce songs, but she sure won’t be the last.
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