Capitol Records states that FN Mekawhich has over a billion views on tiktok, he is the number one “virtual being” on the video platform, as well as the world’s “first augmented reality artist” to be signed to a major label.
His first single, Florida Watera collaboration with gunnaand the professional player of Fortnite, Clix, came out on Friday, August 12. It was produced by Turbo (Travis Scott, Young Thug, Lil Baby) and DJ Holiday (Gucci Mane, Nicki Minaj) was an executive producer.
Ryan Rudenexecutive vice president of experiential marketing and business development for Capitol Music Group, tells MBW that the project “sits at the intersection of music, technology, and gaming culture” and “is just a preview of what’s to come.”
Ruden added: “This latest project with FN Meka and Clix, while the first of its kind, is just an evolution of Capitol Records’ 80-year history of innovation.”
What MBW explained last year: “Technically speaking, FN Meka He has the voice of a human. But everything else about him, from his lyrics to the chords and the tempo that underpins his music, is based on Artificial Intelligence.”
Along with the launch of Florida Water to streaming platforms, Capitol also signed what it calls “a unique partnership” with royalty-free music startup Slip stream.
As a result, Florida Water is available for creators to use the music on YouTube and Twitch “without monetization or takedowns.”
Slip.stream, which recently raised $7.5 million in a funding round from investors including Sony Music Entertainment, Third Prime and Lightshed Ventures, calls itself a “safe music platform for creators.”
Virtual artists are becoming more and more intertwined in the world of major labels. The owner of Capitol Music Group, Universal Music Groupfor example, has been investing in the trend through its Web3 imprint 10:22PMwith the virtual band of NFT KINGSHIP.
UMG also signed an expansive global partnership with “avatar technology company” geniuses last year to develop avatars and digital wearables for UMG’s roster of artists.
Warner Records also recently signed a global partnership with K-Pop giant SM Entertainment and girl group Aespawhich has four human members and four virtual counterparts.
Sony Music has also experimented with virtual versions of its real-life artists on platforms like Roblox. Other prominent players in the virtual artist space include Spirit Bomb, whose virtual artists include Xen, SUBI, and AntiFragile. The music performed by these avatars is created with/by human musicians and producers.
Commenting on the appeal of investing in the development of virtual artists during his interview with MBW last year, Anthony Martini, partner and chief music strategist at Slip.stream, put it this way: “The old model of finding talent is inefficient and unreliable.” He added: “It requires spending time exploring the internet, traveling to shows, flying to meetings, spending resources, all in search of the magical combination of qualities that could translate into a superstar.”
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Capitol Records Just Signed Virtual Artist FN Meka – Music Industry