The music industry is undergoing a significant transformation, with the advent of new formats and technologies that are revolutionizing the sector. One of the most notable changes is the growing popularity of digital artists, who are captivating an increasingly broad audience.
In this context, Warner Music Central Europe has taken a significant step by signing its first record deal with a digital character, Noonoouri. This 18-year-old influencer made her debut in 2018 on the fashion runways of renowned brands like Dior, Valentino, and Miu Miu. In 2023, she released her debut single, “Dominoes,” in collaboration with German DJ Alle Farben. The song has garnered over 50,000 views on YouTube and has been praised for its catchy sound and futuristic aesthetics.
Noonoouri’s voice was created using artificial intelligence technology. However, the character itself is not AI-generated; it is the creation of CGI artist Joerg Zuber. Composers and musicians who participated in the song will receive royalties and copyright shares, just like in any traditional song.
Warner Music’s contract with Noonoouri marks a significant milestone in the history of the music industry. It is the first time a major record label has embraced a digital artist, potentially paving the way for new business models and opportunities for digital content creators.
This move could also have a significant impact on the audience. Digital artists have a remarkable ability to connect with young audiences, who are increasingly accustomed to consuming digital content. By signing with Noonoouri, Warner Music is betting on a new type of artist who could reach a massive audience.
However, it is still too early to determine if Noonoouri’s success will be enduring. The music industry is competitive and ever-changing, and digital artists will have to demonstrate their talent and ability to stay relevant.
