Breaking the Fourth Wall: The Rise of Synthetic Influencers in Content
20/03/2023
MIPTV 2022 CONFERENCES SQUID GAME: THE INTERVIEW
Influencers have become an important part of the media eco-system and powerful marketing tools. Especially Gen Z are completely under the Influencer effect. However, as technology continues to evolve, a new kind of influencer has emerged: the synthetic influencer. These digital creations, made entirely of computer-generated imagery (CGI), have the potential to revolutionize the world of media. Let's explore the rise of the synthetic influencers, their advantages, and disadvantages, and what the future holds for this innovative technology.
Synthetic K-Pop Influencers One of the biggest players in this field is Kakao Entertainment, a leading entertainment company in Korea with a well-diversified portfolio offering everything from webtoons to films and dramas, talent management, and K-pop all under one roof. Using new imaginative ways to maximize the lifecycle and value of content IPs, Kakao Entertainment delivers a holistic entertainment experience in synergy with its tech-driven ecosystem.
An example for that is Mave, the first artificial K-pop group created entirely within the metaverse. Using machine learning, deep fake, face swap and 3D production technology to bring the group alive.
Synthetic Influencers on TV Kakao Entertainment is also producing TV shows such as GIRL'S RE:VERSE, a virtual survival show that features 30 female K-pop performers, both current and past, who compete with each other in a virtual world called W to have the chance to debut a new virtual K-pop group. Their real identities are hidden with the use of virtual characters so that only their dancing and singing skills, as well as their charms are shown. The program uses VR motion capture technology to capture their physical movements and facial expressions which is then projected onto each contestant's unique virtual character in real-time. Viewers can guess the identity of the contestants and only those eliminated are allowed to reveal their actual identity. The last five standing make it into the brand-new idol band.
The show premiered in January on South Korean OTT platform Kakao TV and was also shown on Japan's ABEMA TV platform and USA's KOCOWA platfom as well as being available worldwide on YouTube.
Another example for these kinds of metaverse shows is a TV reality show called Avatar Singer which is a 15-episode music competition that ran live on Korean TV Channel MBN. It features ten celebrity competitors masked as digital 3D avatars complete with superpowers.
These shows are the next level of The Masked Singer and similar to Fox's Alter Ego, in which contestants stand backstage while singing and dancing, as motion capture technology projects an avatar on stage that moves when the person does. The judges then decide who has the best performance.
Superplastic and Amazon Studios' Collaboration While Korea is way ahead when it comes to synthetic influencers, the trend has also reached the US already. Superplastic is a startup that creates and develops synthetic influencers and has recently raised $20 million led by Amazon's Alexa Fund. The strategic investment that will see Superplastic and its synthetic celebrities, with millions of followers on social media platforms like TikTok and Instagram, initially collaborating on an animated comedy series with Amazon Studios. They will also work closely with Amazon to look for more ways to connect with younger consumers. The plan is to build out more character-based products - the Superplastic character universe , as the startup calls it - across platforms such as games and other social networks. Other investors include Craft Ventures, Google Ventures, Galaxy Digital, Kering, Sony Japan, Scribble Ventures, Kakao, Animoca Brands, Day One Ventures and Betaworks.
Amazon's interest in Superplastic highlights a recurring theme in tech right now: we're seeing increasingly blurred lines between media and technology, where one is being leveraged to propagate the other, in today's digital landscape. Superplastic's founder and CEO Paul Budnitz sees companies like his as this generation's Disney: beloved characters with a universe of experiences built around them. In today's world, that experience, and the beloved characters themselves, inevitably have a major tech component. In regard to Social Media he says: The usage and momentum on there provides insights about how a piece of content will play with all of our audience. That matters to Amazon.
Advantages and Disadvantages of Synthetic Influencers The advantages of using a synthetic influencer over a human influencer are easy to see. Synthetic influencers are entirely computer-generated, which means that the creators have complete control over the character. Especially after the recent Kanye West disaster, a synthetic influencer seems like the safe choice for a brand. Another advantage is that synthetic influencers are always available, 24/7. A lot of human influencers suffer from burnouts eventually, that's not the case with synthetic influencers. And finally, synthetic influencers can be programmed to speak multiple languages and can be customized to suit different markets and cultures. The girls of above-mentioned K-pop group Mave are supposed to converse in, say Portuguese with a Brazilian fan and in German with someone in Germany, fluently and convincingly. This versatility can help brands reach a more diverse audience and expand the
LINK: | https://mipblog.com/2023/03/breaking-the-fourth-wall-the-rise-of-synth... |
See more stories from mip |
Most recent headlines
04/02/2025
Spotify Reports Fourth Quarter 2024 Earnings
Today, we announced our fourth quarter 2024 earnings, closing Q4 stronger than ever by outperforming across key metrics and celebrating our first full year of p...
04/02/2025
Spotify rapporterar intkter fr fjrde kvartalet 2024
Idag rapporterar vi int kter f r fj rde kvartalet 2024. Vi avslutade Q4 starkare n n gonsin genom att vertr ffa f rv ntningarna p v ra nyckeltal och kan d rm...
04/02/2025
SGL Carbon opts for green electricity at its German sites
As a technology-based company and one of the worlds leading companies in the development and production of carbon-based solutions, SGL Carbon opts for innovativ...
04/02/2025
ST Engineering iDirect Names Sridhar Kuppanna as Chief Technology Officer
Ground segment technology innovator appoints new CTO to execute bold technological vision Herndon, Va., February 4, 2025 ST Engineering iDirect, global leade...
04/02/2025
L3Harris Signs Multi-Year Pilot Training Agreement With Thai Airways
L3Harris has signed a two-year agreement with Thai Airways International to provide training service on its A320 Full Flight Simulator (FFS). This significant a...
04/02/2025
US Air Force Completes First Flight of L3Harris Viper Shield Electronic Warfare System
L3Harris' all-digital electronic warfare suite, Viper Shield , completed its...
04/02/2025
Radio Botswana chooses Calrec's IP-native Type R mixing system
The shift from analogue to IP was driven by a desire for greater flexibility in our operations. IP simplifies connectivity, reduces the physical footprint of th...
04/02/2025
Simplifying Gray Media News Operations with Calrec's Type R
Streamline, standardise and save: how Gray Media has simplified news operations At TVNewsCheck's News Tech Forum 2024, Gray Media's Peter Gogas and Calr...
04/02/2025
Bending Spoons closes $233 million acquisition of Brightcove
Boston, MA-February 4, 2025 | Bending Spoons, the Italy-based technology company, completed its previously announced acquisition of US-based streaming technolog...
04/02/2025
PARAMOUNT AND NIELSEN SIGN MULTI-YEAR MEASUREMENT AND ANALYTICS DEAL ACROSS PARAMOUNT'S LEADING BROADCAST, CABLE AND STREAMING PLATFORMS
Nielsen Reports Major Recent Ratings Milestones for CBS and Paramount Series N...
04/02/2025
Grup Mediapro to Collaborate with Google Cloud on Gen AI
BARCELONA Grup Mediapro and Google Cloud have expanded their collaboration to create an innovation lab focused on generative AI to develop solutions for the med...
04/02/2025
EditShare Receives SOCE 2 Type II Certification
WATERTOWN, Mass. EditShare this week said it has received SOC 2 Type II certification, an independently audited evaluation of an organization's information ...
04/02/2025
Executive Creative Director Halle Petro Named Partner of Sonic Union
Executive Creative Director Halle Petro Named Partner of Sonic Union Brie Clayton February 4, 2025 0 Comments Sonic Union is excited to announce Execu...
04/02/2025
Blackmagic Design Announces Blackmagic Camera for Android 2.0 Update
Blackmagic Design Announces Blackmagic Camera for Android 2.0 Update Brie Clayton February 4, 2025 0 Comments New update adds support for Xiaomi Pad 6...
04/02/2025
CETA Software Launches Artist Access: The Time-Tracking Tool for Creative Teams
CETA Software Launches Artist Access: The Time-Tracking Tool for Creative Teams Brie Clayton February 4, 2025 0 Comments CETA Software, creators of p...
04/02/2025
OWC Announces General Availability Launch of OWC Dock Ejector 2.0
OWC Announces General Availability Launch of OWC Dock Ejector 2.0 Brie Clayton February 4, 2025 0 Comments The Ultimate Tool for Efficiently and Safel...
04/02/2025
Colourist Claudio Del Bravo on grading Queer
Explaining the process to TVBEurope, Del Bravo said the films look was inspired by the Technicolor three-strip' process, evoking the rich colours of early ...
04/02/2025
Paramount, Nielsen Sign Multiyear Measurement and Analytics Deal
NEW YORK Paramount Global and Nielsen have inked a new, multiyear deal that will provide measurement for all of the company's platforms, including national ...
04/02/2025
2d Animated Short Concerning a Project for Schools
2d Animated Short Concerning a Project for Schools Brie Clayton February 3, 2025 0 Comments 2d animated short concerning a project for schools Febru...
04/02/2025
Step by step guide to using 3D Models in After Effects
Step by step guide to using 3D Models in After Effects Graham Quince February 3, 2025 0 Comments Since 2024, Adobe After Effects has had native suppor...
04/02/2025
Powerful Premiere Automation with new Excalibur Update
Powerful Premiere Automation with new Excalibur Update Colin Smith February 3, 2025 0 Comments This tutorial takes you through the new update for auto...
04/02/2025
Cinematography of A Complete Unknown: Shooting 12,800 iso Sony Venice 2 to create a 1960's era film
Cinematography of A Complete Unknown: Shooting 12,800 iso Sony Venice 2 to creat...
04/02/2025
DIY to DA: Ela Minus Breaks Through
DIY to D A: Ela Minus Breaks Through The electronic artist and producer tells Rolling Stone about her new album, D A, and how shes forged a career outside the...
04/02/2025
The Future of Football? Technology and Entertainment Merge in the Kings World Cup Nations
The future of football? Technology and entertainment merge in the Kings World Cu...
04/02/2025
Virtual Production and AR Graphics: Demystifying the Tools, Technologies, and Trends
Virtual Production and AR Graphics: Demystifying the Tools, Technologies, and Tr...
04/02/2025
SVG All-Stars: Russell Fink, Senior Director, Programming and Content Analytics, SNY
SVG All-Stars: Russell Fink, Senior Director, Programming and Content Analytics,...
04/02/2025
SVG New Sponsor Spotlight: farmerswife's Jodi Clifford on Organizing Your Productions Like a Professional
SVG New Sponsor Spotlight: farmerswife's Jodi Clifford on Organizing Your Pr...
04/02/2025
EA Acquires TRACAB Technologies as It Looks to Move Beyond Games
EA Acquires TRACAB Technologies as It Looks to Move Beyond Games EA believes TRACABs sports tracking/analysis technology will help to make the EA SPORTS App the...
04/02/2025
Kingdom Come: Alamiya Media on Bringing the Supercoppa Italiana and Supercopa de Espaa to Saudi Arabia
Kingdom come: Alamiya Media on bringing the Supercoppa Italiana and Supercopa de...
04/02/2025
Alamiya Media at 50: Preparing for Rapid Change, an International Broadcast Center and the FIFA World Cup
Alamiya Media at 50: Preparing for rapid change, an international broadcast cent...
04/02/2025
An update on our TV and broadband prices
An update on our TV and broadband pricesTuesday 4 February 2025 An update on our TV and broadband prices Devesh Raj, Chief Operating Officer, Sky This April,...
04/02/2025
Sky extends partnership with the PDC to remain the home of darts until 2030
Sky extends partnership with the PDC to remain the home of darts until 2030Tuesday 4 February 2025 Following another record-breaking PDC World Darts Championsh...
04/02/2025
Frankfurt is the world's first airport to regularly use walk-through scanners from Rohde & Schwarz for passengers
Frankfurt is the world's first airport to regularly use walk-through scanner...
04/02/2025
Riedel Unveils Next Generation of StageLink Edge Devices
Wuppertal February 4, 2025 Riedel Unveils Next Generation of StageLink Edge DevicesRiedel Communications today announced the launch of its StageLink family of...
04/02/2025
Clara Galle, Claudia Salas and Paula Usero Star in 'That Night,' the New Netflix Series Based on the Bestselling Novel by Gillian McAllister
Back to All News Clara Galle, Claudia Salas and Paula Usero Star in That Night,...
04/02/2025
Fox Corporation Reports Second Quarter Fiscal 2025 Financial Results
Fox Corporation Reports Second Quarter Fiscal 2025 Financial Results NEW YORK, NY, February 4, 2025 - Fox Corporation (Nasdaq: FOXA, FOX; FOX or the Compan...
04/02/2025
Introducing our fully digital, true diversity wideband wireless mic solution
DPA Microphones is moving into the wireless market with the release of its new N-Series Digital Wireless System at ISE 2025 (Stand 7P600). A fully digital, true...
04/02/2025
2025-02-04
CUPERTINO, CALIFORNIA Apple today introduced Apple Invites, a new app for iPhone that helps users create custom invitations to gather friends and family for any...
04/02/2025
ABS appoints Sameer Karimbhai as New General Counsel
ABS appoints Sameer Karimbhai as New General Counsel...
04/02/2025
Thales Alenia Space signs a contract with Mohammed Bin Rashid Space Centre to develop the Emirates Airlock Module, a critical element of Lunar Gateway
Facebook Twitter LinkedIn Thales Alenia Space strengthens its cooperation with the UAE as a key partner in future space missions Cannes, February 4th, 20...
04/02/2025
RT Internship Programme 2025 - Applications Now Open
We're thrilled to announce that applications for the 2025 RT Internship Programme are now open....
04/02/2025
Jack Woolley tops the Dancing with the Stars leaderboard in Dedicated Dance Week
Jack Woolley topped the leaderboard in what was an emotional night on Dancing with the Stars, as the remaining nine couples took to the floor for Dedicated Danc...
03/02/2025
Spotify's This Is Taylor Swift' Immersive Experience Connects Swifties Across Asia to Their Favorite Anthem
If you're one of the many Swifties living in Asia, you're in for a treat...
03/02/2025
5 Spotify Hacks Every Free User Needs To Know
Whether you're discovering your new favorite song or queuing up the latest episode of the hottest podcasts, Spotify is always innovating to deliver the best...
03/02/2025
SBS boosts commitment to Indigenous leadership and innovation with Executive team update
SBS boosts commitment to Indigenous leadership and innovation with Executive tea...
03/02/2025
L3Harris Technology Enhances US Torpedo Capability
The L3Harris IPLCS is a fiber-optic tether connecting a torpedo to the origin vessel, providing data in real time. Credit: L3Harris...
03/02/2025
VidTrans 2025 to Focus on Security, Dynamic Media Production
BOTHELL, Wash. Video Services Forum (VSF) today announced that the VidTrans 2025 conference and exposition will take place Feb. 25-27 at the Marina del Rey Marr...
03/02/2025
Legislation Proposed to Require Refunds During TV Blackouts
WASHINGTON Last week Rep. Pat Ryan (D-N.Y.) and Sen. Chris Murphy (D-Conn.) introduced the Stop Sports Blackouts Act to make cable and satellite companies ref...
03/02/2025
New Vendors Gain Amazon Prime Video Preferred Certification
Amazon Prime Video has added more companies to its Preferred Vendor Services Program....
03/02/2025
Grand Slam Track Inks Media Rights Deal with The CW, NBC Sports
BURBANK, Calif. The CW, NBC Sports and Grand Slam Track, a new global track competition, have announced a media rights deal that makes The CW the exclusive U.S....