![]() It’s worth noting here that HYBE’s “Indirect Artist Involvement” – revenue-generating projects that use an artist’s brand/likeness, without the actual artist needing to be involved – became the company’s primary revenue driver in 2020 in the absence of live shows during the pandemic. We made the purely speculative suggestion at the time that it’s not completely out of the realm of possibility in today’s entertainment business, especially considering music streaming giant Spotify recently acquired a startup that created an AI audio model based on Val Kilmer’s voice for Top Gun Maverick. This question is even more relevant today following the news from this summer that BTS would be taking a break to pursue solo projects. When HYBE (then Big Hit Entertainment) originally invested in Supertone, we asked if it could soon create “hyper-realistic and expressive” clone voices for BTS members themselves, allowing HYBE to release BTS music (or at least BTS content), even without the band actively contributing vocals to that music? He added: “So, if BTS uses our technology when making games or audiobooks or dubbing an animation, for instance, they wouldn’t necessarily have to record in person.” “For example, BTS is really busy these days, and it’d be unfortunate if they can’t participate in content due to lack of time,” Choi Hee-doo explained to CNN last year. He explained further that Supertone’s tech can be used for content creation for living artists, too, and the hypothetical example he gave last year might just offer an insight into why HYBE has reportedly acquired his company for millions of dollars. Speaking last year, Supertone COO, Choi Hee-doo, explained to CNN that the company’s technology learned 100 songs by 20 singers to refine its style, and then learned 10 specific songs by Kim Kwang-seok.Ĭhoi Hee-doo also claimed at the time that Supertone’s tech is capable of mimicking the artist’s voice well enough to pass off as the real thing.
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