In Short
- HYBE introduced MIDNATT, their first AI artist.
- Masquerade uses technology to enhance creativity of the musician and artist.
- The song was released in six languages.
By Bhavna AgarwalThe label behind K-pop supergroup, BTS, HYBE Labels, recently introduced their first AI artist, MIDNATT. The artist also dropped the first digital single, Masquerade. The artist is the first behind Project L, a collaboration project between HYBE IM and BIGHIT MUSIC, that Bang Si-hyuk, mentioned in an interview earlier. Masquerade was released in six languages including Korean, English, Japanese, Chinese, Spanish and Vietnamese.
As per press release, “MIDNATT is the alter ego of BIGHIT MUSIC’s Lee Hyun that willingly embraces endless innovation and challenges.” The song highlights the artist’s dilemma of having an ambition to show off his new side but at the same time, fearing the reaction. K-Pop mega producer and DJ Hitchhiker, who has produced for EXO, Red Velvet, f(x) and more, has participated in making of the track as the executive producer. The song has so far clocked close to 6 lakh views on YouTube.
HOW WAS MASQUERADE PRODUCED?
As per information, “The multilingual track, Masquerade, uses the technology of Superton, an artificial intelligence audio technology company. MIDNATT sang the track in the six languages, and the pronunciation data of native speakers was applied to the track to further refine the artist’s pronunciation and intonation.”
The release explains that a voice design technology was used to create an artificial female voice in the single. BIGHIT MUSIC and HYBE IM used Supertone’s technology to create new voices while maintaining MIDNATT’s own unique vocal style, to implicate that several singers worked on the track.
READ | HYBE’s new AI artist MIDNATT to release first track Masquerade in six languages. Details inside
USE OF TECHNOLOGY IN MUSIC VIDEO AS WELL
Not just voice, the company also used the eXtended Reality (XR) technology to create a larger-than-life space that cannot be seen anywhere in the music video. The technology created all of the backgrounds in the music video except the forest.
MIDNATT, in a press release, said, “There are many new technologies used on this project, but at the core of the music is my stories as an artist and a person. I have received much love for my previous work which had long been my motivation and something I’m very grateful for. But I had this longing inside me to try out a style of music that I’ve never tried before. I hope that the fans can feel my sincerity in the music.”
MIDNATT’s Masquerade is streaming worldwide.
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