We’ve covered various announcements by major labels about new imprints and partnerships in China focused on traditional artists. However, Warner Music China’s latest deal has a twist.
It’s a strategic partnership with a company called Dream Maker whose focus is on virtual artists, signing more than 3,000 of them and generating more than 10bn video views of their music in the process.
Put that pitchfork down! This is not about AI-generated music. These are human singers with virtual avatars that they use when performing and chatting online: music-focused vTubers, essentially.
Or, as the deal’s announcement explains it: “Behind every virtual artist is a real human performer paired on a one-on-one basis. Powered by real-time motion capture technology, the virtual avatars serve as a vessel for livestreaming, live singing, and IP interactions.”
Warner Music China will be helping Dream Maker with music production, distribution and artist development, as well as marketing and live performances. Collabs are also planned between the two companies’ rosters.
