Home » Idols, singers, actors, how to get out of the 10,000 kinds of future of virtual people | Small Summit Review 02_music_content_team

Idols, singers, actors, how to get out of the 10,000 kinds of future of virtual people | Small Summit Review 02_music_content_team

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Idols, singers, actors, how to get out of the 10,000 kinds of future of virtual people | Small Summit Review 02_music_content_team

Original title: Idols, singers, actors, how to get out of the 10,000 kinds of future of virtual people | Small Summit Review 02

Virtual people need to have their own unique positioning, no matter what positioning and differentiation, content is the basis of all presentations. Behind the attractive virtual person, attractive content is needed.

Since 2021, the virtual human market has become more and more popular, and she seems to have become the stepping stone of the metaverse world, with the most players and the most popular topics.

But behind the endless emergence of virtual human marketing, what kind of irreplaceable value does virtual human provide to brands and users? How can virtual humans achieve a positive cycle of commercialization? After the stereotyped portraits, how will the differentiated value of virtual humans be generated? What kind of virtual human enterprise is more valuable for investment?

Starting from 2021, Xinsheng Pro has interviewed a series of active companies and investment institutions in the metaverse and virtual human fields with the theme of “between reality and reality”, and has also held small-scale closed-door discussions for many times.

On May 27th, Xinsheng Pro held an online summit with the theme of “The Current Situation and Future of Virtual Humans”, inviting 9 experts from various directions such as virtual human IP owners, commercialization platforms, technology providers, and investment institutions. A first-line guest, discussing three major themes: monetization, virtual human operation, and investment.

In the roundtable discussion on “Idols, singers, actors, how to get out of the 10,000 kinds of future of virtual people?” Xia Bing, CEO of Wanxiang Culture, said that from the image point of view, the homogenization of virtual people is inevitable. As content, only 20% of the content will be remembered by users. Therefore, the core of the virtual human is to know its own positioning and attributes, so as to penetrate a vertical user.

As a virtual content platform service provider, Wanxiang Culture cooperated with Modern Sky in September 2020 to establish NoProblem, the country’s first virtual music artist label, to provide virtual artists with professional services such as music planning, production and performance scenes. After NoProblem was established, it successively signed Ouyang Nana NAND, POOlchi Band and artist teams represented by artist Tian Xiaolei, and successively launched offline Live House, Strawberry Music Festival and a series of online virtual music performances.

Founded in 2017, GLA Grand Moy focuses on digital art empowerment and builds digital domains, digital assets and metaverses for brands. Its self-incubated and developed virtual human, ALiCE, is positioned at musicians, artists and fashion bloggers. On June 4, 2021, it released its self-created single “Reality”. The settings of ALiCE, from facial features to gender distribution of fans, are deeply analyzed and integrated with the form of Asian super idols.

James Tung, business manager of GLA Glenmory, believes that virtual people should build bridges with people through a large amount of content output. “We hope to use ALiCE’s own music, artworks and stories to express to users our views on the future of virtual humans and what the virtual human wants to express in her own worldview.”

Taking its virtual actor “He Chai” as an example, the virtual film industry established in 2019 relies on its own accumulation in the field of 3D original animation, focusing on the actor attributes of virtual actors, from appearance, expression, clothing, dubbing and other aspects. Starting with the high-quality script created by Director Salare, a group of virtual actors with acting skills and acting skills have been created.

Jing Maosen, the operation manager of the virtual film industry, believes that the Metaverse is now in the initial stage, and the virtual human is the beginning of this initial stage. The authenticity of the virtual person is not particularly important. What is important is how to present the ideas you want to convey and how to meet the needs of users.

The following is a summary of the roundtable discussion on “Idols, singers, actors, how to get out of the ten thousand futures of virtual people?” compiled by Xinsheng Pro. We will also organize the discussion summaries of other roundtables one after another and share them with you for the reference of content and brand colleagues who are concerned about this field.

Xinsheng Pro: Some time ago, the topic of Zhongzhiren aroused heated discussions. At present, does the right person in the middle still have an irreplaceable role for the virtual person? What measures will you take now or in the future to minimize the impact of the people on the virtual people?

Xia Bing:If it is for the field of music and entertainment, people in the middle are still necessary. At present, it is difficult for pure AI or Chatbot to achieve good emotional interaction and generate strong emotional resonance. Because the music and the performance itself have strong content labels and musical attributes. We will match a complete team of producers for virtual music artists, including professional teachers who are responsible for lyrics, composition, arrangement, stage show direction and other aspects.

Because it’s a teamwork approach, we don’t rely as much on the people in the middle. We have a mechanism for content co-creation and screening. In terms of virtual music artists, we only need to change different styles of music, or add new teachers to the team for different styles of arrangement, and then we can differentiate ourselves from other people.

James:For this issue, I think all virtual human teams are still discussing. We have been debating how to combine technology and art. Virtual people express various arts through technology and technology. For example, the use of AI to create, paint, etc. has been gradually recognized by the public, and everyone is willing to learn more about it.

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From the point of view of ALiCE, we use AI technology to deeply learn some expressions, actions, etc., and reflect it on our model. In the early stage of development, people in the middle are necessary and very important. But over time, our AI has learned a lot, even if other factors will not affect the final product. The same goes for music and art. ALiCE is now able to create its own creations and present them in different ways, allowing many people to have closer contact with virtual humans.

Virtual human is to build bridges with people through a large amount of content output. We hope to use ALiCE’s own music and art works to more collectively express our views on the future of virtual humans, as well as what virtual humans want to express in their own worldview.

Jing Maosen:In our opinion, when people pay attention to or like a certain virtual person, they are essentially establishing an emotional connection with the virtual image. With the current level of technology, an AI that cannot even pass the Turing test will definitely not be able to establish an emotional connection based on communication.

But He Zhui is different. She is an actress and has her own works and dramas. We can rely on the character and plot given by the director to give her some character. In Crane Chai, we don’t often mention the concept of the person in the middle, but we will mention a concept called motion capture actor. That is to say, we will have different professional motion capture actors to shoot Crane Chasing for different scenes.

We have made the audience’s attention focused on the image itself through the plot and character design, rather than connecting with the content based on communication and interaction. This is how we avoid the risk of being in the middle.

Xinsheng Pro: There are more and more virtual people, and they all look very delicate and beautiful, but some people think that the current virtual people have no soul. What do you think, where does the soul of the virtual person come from? There are more and more virtual people, how to keep your virtual people in the leading position?

Xia Bing:This is indeed a topic that everyone often talks about, and I don’t think it’s surprising that virtual humans are now homogenized. From the point of view of modeling and design, the categories of virtual people are limited, such as hyper-realism, beauty-realism, two-dimensional and so on. At this stage, if you want to make a breakthrough in image, you still need some process. Because most of the virtual human images now meet the aesthetic needs of most users. In the past, these images would appear in animated dramas or games, which were originally highly accepted by users.

Let’s talk about the differentiation of virtual people and how to make her have a soul. From the label’s point of view, we won’t smash a certain hit, we prefer to have different styles and types of virtual music artists. I think the soul can be injected into these genres, like reality stars, but it actually depends on the content. It’s just that for virtual artists, the way and scenes of this kind of content are much less than real people. Just like it is difficult for HeZhui to make a movie now, it is also difficult for the last variety show, and the cost is relatively high. Most of the funds invested in virtual variety shows now start at 100 million yuan.

But if we look at virtual people as content, we will definitely abide by the 28 principle, only about 20% of the content will be remembered by users, and maybe 80% of virtual people, even if there are more, will only be in the middle and long tail state . In this logic, the core is to be clear about your own positioning. For example, NoProblem mainly makes music, and we will make music well first. Another example is Miro, a new virtual music artist launched by Modern this year. She will focus on the attribute of music and try her best to penetrate users in this vertical category.

James:I also particularly agree with what President Xia said, the content is very core. All the virtual people have is the presentation of the content. We need to break through her from different circles. The virtual human is to present the original invisible content, such as the relatively cold AI technology, in a visual image, combined with the current self-media platform.

At present, most virtual people are still in the early basic stage. But the top virtual people have their own core soul, each virtual person has its own positioning and direction, including ALiCE has its own music and art. Many fans who follow ALiCE can actually see the story of ALiCE itself.

Jing Maosen:Yes, there is a saying to describe the virtual artist, the protagonist of the Metaverse came out of the circle. The Metaverse is now in its infancy, and virtual humans are even more of an infancy. So in this process, everyone is exploring, whether it is a technical solution or an operational solution. The progress of the times is such a process of sweeping away the sand. What we can do is to form a long-term IP with the help of different fan dramas in this process, and settle the digital people.

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Xinsheng Pro: Next, let me ask a more direct question, should virtual humans be more like real people now, or should users clearly know that this is a virtual human?

Xia Bing:We discussed this issue a lot in 2019 and 2020. At that time, according to the way of operation in the United States, we did not tell everyone at first that this was a virtual person. But when we were operating in China, we discovered a very important phenomenon. What you want and what users think are two different things. Maybe we all hope that users feel that there is such a person in the real world, but Chinese users know that you are not real.

In this logic, we feel that for Chinese users, especially young users, it is more important to be yourself, and it is necessary to remain relatively true. We feel that through the content, she wants to express the real life attitude, but not necessarily to show that she is a real person. The attitude she wants to express towards music, fashion and aesthetics may represent the image and positioning of the entire team towards virtual humans, but we will try our best to blur the question of whether there really is such a person in the real world, because we cannot put users Be a fool.

James:Yes, I think it is necessary to be real to the user, and when you become a virtual person, you have to be a virtual person who can do things that real people can’t, or have different views from real people.

Just like ALiCE actually has a very obvious feature, she has a mechanical finger, no matter how real she is, no matter how realistic her expression or the way she speaks, when you see that she has a mechanical finger, you will immediately know that she is a virtual person. We still hope to use ALiCE as a virtual person, her world view, her thoughts on fans and her own works will be somewhat different from the current real people and artists, which is interesting.

And concepts such as virtual future and Web3 are also very core. Now more and more people have been slowly transitioning from real life to virtual life, the boundary between virtual and real has become more and more blurred, and there will always be a fusion. The virtual person is the bridge in the middle. How to let more people accept virtual things is actually to let them see the virtual world.

Jing Maosen:We consider this question more from the results. Celebrities, idols and fans are a quasi-social relationship. The first one meets their entertainment needs, the second is a group’s cognitive label set, and the third is a self-personality mapping. That is, if I have a virtual person that can meet the user’s needs to a certain extent, it doesn’t matter if she is real or not. The important thing is how we present what we want to bring to the user, and how to make the user gain satisfaction in this relationship.

Xinsheng Pro: Now we operate a virtual artist label in a variety of ways, one is the virtualization of a live-action band, and the other is a completely self-made virtual label. What are the similarities and differences between the two ways of operating and real people? Which methods can be used for reference? Which ones are unique virtual people?

Xia Bing:I think NoProblem has a strong Modern Sky temperament. I often chat with President Shen (Shen Lihui, the founder of Modern Sky), and he said that Modern hopes to lead more new possibilities in the future. So in fact, sometimes we don’t completely start from the market and data. We will try some content according to our own ideas, and relatively speaking, there will be stronger artist attributes.

For example, Miro’s image design, dress style, and music style are very different from the previous Japanese-style two-dimensional style. I hope she can follow a style that she wants to try. Of course, feedback from users and market data is important, but while compromising on data, we also hope to do some more exploration.

Jing Maosen:One thing we can learn from is actors with works, but the label of a real star will be very narrow and limited to himself, because it is very difficult for a real person to change his style. But Crane chase is different, she is the embodiment of a story, a collection. In different works, she can change her personality and characteristics at any time according to the positioning of the works. For example, she can be a kung fu star in one film, and a dance master in another. These are much easier than real people.

James:I think there is a big difference between creating a virtual person and the traditional way of creating an artist, and the business path is one. To be an artist is to make him popular, and then with fans and traffic, you can sell records, sell tickets, receive advertisements and endorsements. These are still in the basic economy of web2, whether you are a virtual person or a real person, this logic can be used.

The virtual human can do more things. She can enter Web3, and she can do digital clothing, AI art, and AI composition. Like when we do ALiCE, we have our own creative collaborations, our own MVs, press conferences, and offline performances in the field of music. From the lyrics, from the music style, we are all built around the story set by ALiCE and her worldview. This is very different from a star agent. A star may want to do one thing. He likes folk songs, and he just makes folk songs.

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For virtual people, what you need to look at is a macro picture, whether it is from the perspective of the market, business, or the preferences of young people in the future, and most importantly, from the perspective of your own story. Just like the song “Reality” by ALiCE, she combines the retro tone with the style of Future rap, and there is a great collision and impact between the two.

In fact, this is also very related to the character design and story of ALiCE, because she is a virtual person, but she has been doing real things, and she has been feeling the emotional creation of real people. Letting an AI do this actually has certain conflicts. So the most important thing is how to advance your story content on the virtual human and how to market it.

Entering the world of Web3 is the same, now we are talking about community culture and community value. This kind of operation is also the same logic. We hope that everyone can participate, not just to say that the song is good, but to really understand what we want to express.

Xinsheng Pro: I want to ask a question, because there are many real-world artists making their own avatars and IPs. In your opinion, in the world of the future, is it the native virtual artist or the digital avatars of these real people who have the advantage?

James:This question is very good. I think the avatars of live-action artists are in a different direction from pure virtual people. They are all very good things. Like the avatar of a deceased star, you can see him again on stage, this is called nostalgia return. Nowadays, many artists are willing to do this. In addition to entering the world of Web3, they also hope that their works can leave a footprint in the world, because the new generation can easily forget their past works.

The things of virtual people are always moving forward, and she can update with the times. So we have always said that ALiCE is dynamic, changing with the times in terms of technology.

Virtual people actually accumulate their own content from Web2, and then directly bring it into Web3, and then keep innovating to do their own things. This is also a carrier that has always existed in the world view. We will also continue to launch a new generation of virtual humans, a new generation of designs and concepts, and gradually move in the direction of the future.

Xinsheng Pro: How do you judge the face of a virtual person, whether it is good or not, and what criteria do you have when choosing her face?

Xia Bing:We rarely say that we choose between different faces, we choose different music or content categories, and we will horizontally compare which image is more suitable for this category. Not all images have to be good-looking, and we have also done a lot of inhuman images. For example, at the end of last year, at the special performance of MDSK’s 5th anniversary, our most popular was a virtual rabbit DJ. In this logic, I think it is more important to adapt to the content.

James:We have referenced a lot of popular Asian stars, and we also think that to be a virtual person, you must understand her content. There may be some virtual people who are very good-looking for the first time, and many people will pay attention to her. We finally decided that, first, she must be able to express the face of an Asian, and it can be seen at a glance that she is an Asian, after all, we are a Chinese team. Second, she has to be friendly. At the same time, she has to have a cool expression of the virtual person.

We spent a lot of time on the design of ALiCE’s look, but we spent more time on her story, content, IP and branding.

Each virtual person has its own direction. If she is still stuck in a Web2 form and does not actually consider the future, it will definitely be limited to some endorsements and brand cooperation. If she can break through to the stage of Web3, as long as her character is recognized and her story is seen, I think this is a good virtual person and a good IP.

Jing Maosen:Crane chase is different from other virtual people. We have been operating this image for almost ten years. When Crane Chai first came out, we set her up as a virtual actor, and there was only one requirement at that time, beauty. Later, when our concept became bigger and bigger and the industry became more and more complex, our virtual human would appear in the play. In this debut process, we will design her face according to the plot and characters.

For example, when she needs to be more aggressive, we will shape her whole temperament to be more aggressive, and when she is in a weak position, we will lower her facial aggression. In each play, her face is fine-tuned, but the overall style is still guaranteed to be within the framework of the crane chase.Return to Sohu, see more

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