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Virtual Model as the face of Chanel, Burberry and UGG

her trademark are two circle-shaped pigtails at the back of the head, the so-called Space Buns: The 19-year-old Influencerin Miquela Sousa is a young, pretty, h

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Virtual Model as the face of Chanel, Burberry and UGG

her trademark are two circle-shaped pigtails at the back of the head, the so-called Space Buns: The 19-year-old Influencerin Miquela Sousa is a young, pretty, hip, no man attracted to – but very safe. The woman is a so-called computer-generated Influencer (CGI). On Instagram, the virtual trend setter follow 1.5 million users.

Miquela, according to its developers, Brazilian and Spanish roots, is the face of the latest UGG campaign. The Shoe brand writes on social media, Miquela represent "a whole Generation that checks your image, identity, reality and Storytelling".

Before UGG had shown the Influencerin already prominent in dresses from Chanel, Burberry, and Fendi. For Prada, she took over recently at a fashion show and the Instagram Account and posted images and Videos of the event. In addition, the robot has released lady songs on the music streaming service Spotify.

$ 6 million for Avatar-Start-up

On your own appearance on the net Miquela is evident not only in Restaurants, at events or in the Park with your also virtual – friend Blawko. It also manifests itself politically, calls on its Followers to vote in the US Midterms, though they could not choose as a robot, and discusses movements such as #MeToo #black live matter.

Would be Miquela human, it could bring your Posts to market the products around 12'000 to 25'000 dollars, appreciate Influencer-Marketing-experts compared to the "Wall Street Journal". What's the company occupies behind Miquela in fact, with the Posts, is unknown. Also, the Shoe brand UGG didn't want to disclose what it has paid for the advertising campaign with Miquela.

"It's all performing arts"

Behind the art figure of the U.S. Start-up Brud. This, in turn, is backed by investors from Silicon Valley. The company is expected to continue to expand their work with computer-generated Influencers now: Brud has collected, according to the "Wall Street Journal" this year, $ 6 million in venture capital from investors. Co-founder of the Start-ups McFedries previously worked as a DJ and producer for Music greats as Katy Perry and Steve Aoki.

Brud created Miquela in 2016. First of all, the Start was not to detect up, that it is the figure of a robot. In April Miquela to exist on her Account: "I am not a human being. I'm a robot." She was angry at Brud, since the company did not hide their true identity.

According to sources, will be staged Miquelas life at Brud by a group of writers, which is then reproduced on social media. Brud describes itself on its Website as a company for robotics and artificial intelligence. Insiders told the WSJ, however, that the company's primary technologies. "It's all performing arts," says a source.

Real women orders, take away

in addition to Miquela also make other computer-generated Influencer career. Your colleague Blawko, for example, has 135'000 Followers. The figure Shudu is described as the "first digital Supermodel". Also she has over 150'000 Followers, and looks deceptively real (see Video). Its Creator, the British Cameron-James Wilson, has been criticised for the fact that he had created as a White and a black Model – and, therefore, real black women orders would be taken away. Because Shudu is booked by brands for Posts.

digital model Shudu in the Video:

look at the height to you in this post on Instagram

A post shared by Shudu (@shudu.gram)

Louis Vuitton had already started 2015 the character Lightning from the Computer "Final Fantasy" in its advertising campaign.

And in Germany there is with Noonoouri (200'000 Followers) is already a first digital Influencerin. This one looks at your computer's origin, however, the doll-like face with the oversized eyes leaves no doubt.

hologram fills the halls

Whether a virtual Influencers, the big money, is still open. "A lot of things could go wrong. This is all highly speculative," says Cyan Banister, a partner at a venture capital investor who has invested 100'000 dollars in the Start-up Brud.

investors pointed out, however, that in Japan, all the halls are sold out, to hear a computer animated singer sing. The hologram Hatsune Miku attracts an audience of millions and is gone this year on Tour in Europe.

characters is adjusted to

The advantage of virtual Influencers, these are fully controllable. "You can create the Kardashians, without creating the problems associated with the human being," said Investor Banister. That was also the aim of the company behind the artificial Influencers: to be a globally known brand like the Kardashians.

to achieve this, companies can customize behind the characters, depending on your preference. The beginning of the year the Fake Influencerin Bermuda appeared as the evil counterpart to Miquela on Instagram. In contrast to Miquela Bermuda Trump supporter and was proud to be a robot. In recent Posts Bermuda has become not nice, because its wickedness has arrived at the users particularly well. Your political opinions are less heavily stressed.

Meanwhile, criticism of the artificial Influencers. "Many consumers will likely be confused – this needs to be solved", said Olivier Touba, marketing Professor at Columbia Business School to CNN. Influencers should have a transparent relationship with your followers, and it should be clear who is real and who is not.

Digital talents were because of their commitment, and their authenticity is successful, says Adam Wescott of an Influencer-talent management-company of the WSJ. "How can you be authentic if you're real?" (Editorial Tamedia)

Created: 19.12.2018, at 19:29

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