A teaser image of HYBE's upcoming new artist Midnatt [HYBE]
South Korean entertainment company HYBE is set to debut its newest artist, Midnatt, next Monday with its digital single "Masquerade," which will be released in six different languages. The company has kept details about the artist under wraps, except for the fact that it is an artificial intelligence project named "Project L," which HYBE founder Bang Si-hyuk mentioned in a recent interview with Billboard Magazine.
Bang revealed that HYBE collaborated with local start-up Superton, which specializes in using AI to replicate human voices, for Project L. He said that Superton's technology can mimic voices and perfectly simulate certain accents and characteristics, such as age. By applying a certain person's accent to a recorded voice, the result can be a completely different voice.
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| ▲ A teaser image of HYBE's upcoming new artist Midnatt [HYBE] |
The teaser video for "Masquerade" was released on Sunday midnight, which showed a brief glimpse of the AI-generated artist. Midnatt will follow behind other virtual stars that have already debuted in Korea, including Rozy and Sua. SM Entertainment also introduced virtual singer Naevis through girl group aespa's song "Welcome to MY World" earlier this month.
HYBE has a reputation for creating successful K-pop groups, including BTS and TXT. The company's decision to debut an AI-generated artist is a bold move, and it remains to be seen how the public will receive Midnatt's debut. However, the use of AI technology in the entertainment industry is becoming increasingly popular, with AI-generated music and virtual performances gaining traction among audiences.
The release of "Masquerade" in multiple languages is a strategic move by HYBE, as it seeks to expand Midnatt's global reach from the start. With HYBE's extensive network and resources, the company is poised to create a new wave of AI-generated artists that could redefine the future of the music industry.
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