Technology breaks the entertainment, will these “virtual people” be the next wave of top?
Editor’s note: This article is from WeChat public account “All Media” (ID:quanmeipai), author Tencent Media.
“Ordinary Disco, we shake it normally, my ordinary heart is jumping and plopping.”
In 2015, a second-episode song “Ordinary Disco” was unexpectedly popular at Station B, and immediately hit an amazing 3 million+ playback volume and 100,000+ barrage. After that, this brainwashing song was sung by many singers such as Li Yuchun and Wang Feng. It was a stunning appearance on the mainstream music platforms such as Chinese good voices and singers. The two-dimensional culture of the self-emergence of the enemies succeeded in “breaking the wall of the second dimension” and entered the mainstream music circle. One of the original singers behind this song, Luo Tianyi, is the first virtual singer in China, and it is the goddess of many 00 boys.
From the beginning of the virtual idol’s originator to the Chinese local virtual singer Luo Tianyi and the Japanese virtual girl anchor, the virtual idol market is exploding, and it has become a new outlet for the entertainment industry.
Japan Virtual Girl Idol Imma
“You see this girl, she has 1.6 million fans on Ins! She is not a real person!” The virtual idol is full of imagination, grounding, and eye-catching ability is powerful and rapid. However, once the hype ends, how do you continue to attract attention and occupy a place on social media? In this issue, the whole media (ID: quanmeipai) compiles the Medium article to dig deep into the secret behind the virtual idol.
Virtual Network Red: A new generation of social media players
Similar to ordinary online red, the “business” purpose of virtual network red is also to attract a large number of followers on social media, to pass personalized aesthetic and trendy ideas across the screen, and to drive consumption through Amway products. The difference is that behind the virtual network red, there is usually a huge team of CGI technicians, marketing teams, social media experts and partners. At the same time, the personal identity, lifestyle, appearance, and even thoughts and behaviors of this group of nets are the products carefully designed by the whole team. They are created to satisfy the appetite of the audience.
Silicon Valley Artificial Intelligence Technology Company BrudIt is the most famous virtual network red star company, and the current reddest virtual network red Lil Miquela in the fashion industry is built by their team. This year, Brud completed a new round of financing, currently valued at $125 million.
Brud is a cross-media studio that creates the world with virtual digital characters
The Lil Miquela created by it has 1.6 million fans on Ins, which is undoubtedly a terrible “money machine”.
Lil Miquela
In the morning, Lil Miquela will have a drink in her favorite coffee shop, then carry her beloved handbag, stroll in the favorite bookstore, wear her favorite fashion brand clothing, use Samsung Galaxy S10 mobile phone Self-timer, shooting ads for Calvin Klein, and running his own fashion brand. Because she is not restricted by the entity, she can generate photos at multiple locations.
She is not old, she will not get sick, she will not have a middle-aged crisis, and there will be no messy life melodrama (unless it is carefully designed). This is almost the dream life that every online marketing team wants to build.
Not long ago, a Japanese startup technology company created Asia’s first male virtual network red – Liam Nikuro. This Japanese mixed-race guy is not only a cool young music producer, but also a geek who is proficient in fashion and beauty. “Liam Nikuro is virtual, but our goal is to create high-quality and cool content for people around the world,” says creator Genie.
Liam Nikuro, which looks like a real person
However, in addition to leading the trend, crazy powder, virtual network red has also caused a lot of controversy.
On the one hand, virtual network red lacks clear specifications for advertising disclosure, which provides a niche for some brands to play the ball. On the other hand, the purpose behind the virtual network red fame is often unknown, and the stakeholders behind it are often invisible. The act of virtual network red for the black rights activist and the LGBT group is often regarded as a gimmick, not a true value transfer. At the same time, the reliability of the products they recommend is also questioned.
Lil Miquela and the model Bella Hadid’s intimate advertising for Calvin Klein sparked controversy
Virtual Network Red represents the infinite possibilities and boundaries of creating stories and delivering ideas in the online world. This is undoubtedly inspiring.
However, once the hype has subsided, clear morality, greater transparency, and motivation behind the team will be key to building a sense of reality and enhancing the stickiness of the fans. Simply using social hotspots to speculate and Boss heads will only lead to a public outcry.
Virtual Model: A newcomer to subvert the fashion circle
The fashion media warned: “There are a group of virtual models that are pouring into the fashion world, making Kim Kardashian an unemployed international model.” Ironically, Instagram opened the door for a group of new models. Now it has to Replace it with a virtual model.
The creators of virtual models are at the forefront of CGI aesthetics. To create an eye-catching model, you must get rid of the constraints of traditional aesthetic standards. At the same time, due to the extreme anthropomorphic nature of virtual models, when they first appeared on social media, they were often mistaken for real people.
Designer Cameron-James Wilson and his virtual supermodel Shudu
Shudu, the world’s first virtual model by visual design and fashion photographer Cameron-James Wilson, is one of the representatives. This virtual supermodel has a good, dark skin with a healthy glow and a perfect body proportion. After the birth, it attracted a lot of fans attention on Ins.
However, after people gradually realized that this perfect supermodel was not a real person, the criticism came to the fore, and the masses accused the creator Cameron of misleading the public and consuming people of color. Cameron did not stop, he still created a model for the French brand Balmain, and formed his own company The Diigitals, calling it the world’s first brokerage company that is all virtual models, with a unique model The boundary between identity and reality is artificially blurred.
He clarified, “I am not trying to deprive anyone of the rights, but I feel that the definition of beauty is becoming more inclusive and should be extended in terms of technical standards.”
However, these controversies did not hinder Shudu’s powerful ability to absorb powder. Last year, Shudu’s image was acquired by Rihanna’s beauty brand Fenty Beauty, and many fashion brands also threw an olive branch to the supermodel.
The French luxury brand Balmain advertising blockbuster was shot by three virtual models, with Shudu in the middle
There is no such thing as a “Japanese cute girl” Imma is also one of the virtual supermodels that are currently popular on Ins. Imma’s name means “now” and “present” in Japanese. She specializes in Kawaii style, a playful and textured pink short hair, flawless skin and cute fashion dress style for her to accumulate a group of crazy followers, and even let the masses create the illusion that she is a real person.
Unlike Shudu, Imma represents the aesthetic and young and energetic image of Asians. At the same time, the details of the Imma face make her look more realistic. Currently, Imma has established partnerships with Japanese brands such as Ambush and Undercover.
In the middle is Imma
In the future, virtual models will become a new blue ocean for digital artists to explore human body aesthetics and character visualization. In addition to creating surreal humanoid models, virtual modeling techniques will also be used to create unconventional digital characters. The virtual cartoon character Noonoouri is an example. In addition, given the ephemeral nature of the model business and its high dependence on age, real-life models may also use technology to create their own replicas in virtual space and continue their modeling career in an age-free online world.
Virtual Brand Ambassador: Crossover of Business and Capital
The virtual brand ambassador is one of the earliest products of digital character commercialization. The original intention of companies to create virtual brand ambassadors is to promote their brands and products on social platforms. This is an attempt to humanize commercial brands through human form and digital media. The appearance, lifestyle and way of talking about these avatars are based on the brand value of the company.
Among several international brands that have created virtual promotion ambassadors, KFC is currently the largest on social platforms.
KFC simulates the virtual brand ambassador designed by Colonel Sanders
This stylish and handsome virtual version of Colonel Sanders replicates the sound, tone, tone and even success stories of KFC’s founder, Colonel Harland Sanders, and is active on social media. Zhou, and cooperated with brands such as Dr. Pepper.
The public opinion evaluation of this virtual colonel is mixed. The media and marketing circles praised KFC’s boldness and spoof, and many netizens were shocked by the “virtual idol boom” that was emerging in the social circle. However, some people said that it is difficult to understand KFC’s marketing behavior of imitating net red.
Lu do Maga, the brand spokesperson for the Brazilian e-commerce platform Magazine LuizaLu is one of the oldest virtual brand ambassadors on social platforms.
Lu do Magalu
In 2007, Lu do Magalu made its debut on YouTube. Today, it has accumulated 1.8 million fans on Ins, 1.6 million users on YouTube, and 290,000 followers on Twitter.
Lu do Magalu is a unique combination of technology bloggers, housewives, net reds and saleswomen. On weekdays, she will check out the latest technology products and trends on social platforms, recommend household items, and share information about Magazine Luiza. In addition to these well-being, she is also very grounded, will celebrate the victory of Brazil in the World Cup with friends, discuss the hot drama “Game of Thrones.”
Last year, the domestic game “Yin Yang Shi” also joined hands with the daily giant P&G to launch the second-yuan brand ambassador Snow Maiden to help the 2018 Winter Olympics.
“Yin Yang Shi” Snow Girl Should Help Winter Olympics Video Screenshot
Obviously, the virtual brand ambassador has become a new spokesperson for social media on all walks of life. These avatars not only help brands reach consumers, but also deliver brand core values in a new, grounded way. It is very easy to create virtual characters based on real people. Merchants can use the power of virtual technology to create their own brand ambassadors for different products to target different consumer groups. This will create huge business opportunities in the future.
VirtualPlanning artist: The infinite possibilities of playing art
Finally, let us explore the world of virtual artists.
With the advancement of digital technology, more and more virtual bands and singers have begun to board the social platform and enter the public eye. Not with real idolsVirtual idols are easier than ever.
At the same time, virtual reality technologies such as AR and VR and holographic image technology make these immersive characters more vital. Despite the moral controversy, there are still more and more holographic images of deceased musicians appearing on the screen.
Michael Jackson’s Holographic Image
The rise of the “First Hatsune Family” in Japan and China is enough to prove the huge market and development potential of virtual singers. They have their own songs, games, comics and surrounding goods, and they have a solid fan base, which can gather a large number of fans to listen to their own holographic concerts.
In addition, these virtual girls with perfect appearance and fascinating voices are as good as the popular idols in the charm index. So far, 3,700 netizens have claimed that they are the “secret lover” of Hatsune Miku.
Lil Miquela, KFC Mascot, Imma, Blawko, Benxie, Liam Nikuro
In the online world of Ma Pingchuan, the highly interesting and individuality of virtual idols gives them unique paradox attributes. They can be experts who bring goods, sell Amway, or artists such as illustrators and musicians. Undoubtedly, virtual idols are constantly exploring the boundaries between technology and entertainment, bringing more richness to our social life.
Whether virtual idols enter the entertainment market and social networks, will it create a virtual social world between the Internet and reality? As the boundaries between reality and illusion become blurred, what risks and challenges will they bring? The answer remains to be revealed.