The music industry recently reached a new milestone with the launch of Warner Music's first ever AI-enhanced artist, Noonoonuri. Her debut single "Dominoes" was a collaboration with DJ Alle Farben that was created by a team of songwriters and producers. This pioneering project highlights the enormous potential for AI to empower solo independent artists moving forward.
While it took a skilled team two years to develop Noonoonuri, the time and cost to create similar virtual artists and productions is likely to decrease rapidly with continued AI progress. Soon, AI tools like generative writing, composing, instrumentation, vocals, and visual art could allow a single independent musician to produce full songs, albums, music videos, and live performances with entire virtual bands, entourages, and production crews.
The collaboration on Noonoonuri's first single shows that AI will not replace human creativity, but rather enable new forms of human-AI cooperation. AI bandmates, co-writers, and producers could help independent artists turn creative ideas into fully realized projects and expansive multimedia experiences. Independent artists may no longer need to rely on finding and coordinating teams of other human collaborators.
AI avatars like Noonoonuri additionally open up new branding and marketing opportunities through virtual clothing sponsorships, endorsements, merchandising, and more. For example, Noonoonuri’s video for “Dominoes” features the character wearing SKIMS, Kim Kardashian’s clothing brand. As AI characters become more advanced, they may even hold live concerts and interact with fans in metaverse environments created entirely by independent artists without the need for record label funding.
As this technology becomes democratized, we are likely to see an influx of unique AI artists and groups reflective of diverse independent music creators. Music industry acceptance of artificial intelligence, as shown by Warner Music's support, will help fuel rapid mainstream adoption. The time is fast approaching when any solo musician could potentially produce the work of an entire production company or record label with the help of AI. The future possibilities are incredibly exciting for independent artists who want to shape the next era of music.
