Mashene Music Update May 16, 2023
HYBE, the South Korea-based entertainment giant, has just dropped a bombshell in the music industry with its latest release. Introducing MIDNATT, an artist signed to HYBE’s subsidiary, BIGHIT MUSIC, who has unveiled a groundbreaking track called “Masquerade.” But here’s the twist: it’s not just your ordinary K-pop track. This one takes it to a whole new level by being sung in not one, not two, but six different languages using AI voice technology.
According to HYBE, “Masquerade” marks the first-ever multilingual track produced in Korean, English, Japanese, Chinese, Spanish, and Vietnamese. MIDNATT himself lent his vocals to each language, but that’s not all. HYBE used their cutting-edge AI technology to enhance MIDNATT’s pronunciation and intonation by applying the pronunciation data of native speakers to the track.
This technological feat was made possible through Supertone, an AI voice company acquired by HYBE last year for a cool $32 million.
HYBE’s ambition with this project goes beyond the boundaries of K-pop. Their aim is to offer global music fans an unparalleled music experience that transcends physical limitations.
Not only does “Masquerade” feature vocals in six languages, but HYBE also utilized voice design technology to create an artificial female voice that can be heard on the track. The result? A mesmerizing blend of MIDNATT’s unique vocal style and the effect of multiple singers harmonizing together.
This synthwave track with a modern twist and rhythmic electric guitar layers was helmed by none other than K-pop “mega-producer” and DJ Hitchhiker. Known for his work with popular groups like EXO, Red Velvet, and f(x), Hitchhiker served as the executive producer for “Masquerade,” adding his signature touch to the project.
To celebrate the release of this groundbreaking single, MIDNATT held a media showcase alongside Wooyong Chung, president of HYBE IM, and Young Jae Shin, president of BIGHIT MUSIC. MIDNATT expressed his excitement about this project, stating, “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 hope that the fans can feel my sincerity in the music.”
This release is a major milestone in the music industry’s ongoing exploration of AI technology. Just last year, Supertone gained global attention with its Singing Voice Synthesis (SVS) technology, which can create hyper-realistic and expressive voices that are indistinguishable from real humans. HYBE’s collaboration with Supertone demonstrates the incredible potential of AI vocals in the music business.
The ability to release multiple language versions of a track simultaneously on streaming services worldwide, all sung by the original artist, presents a significant opportunity for rightsholders. While there have been concerns about AI vocal-mimicking technology and its potential misuse, HYBE’s innovative use of Supertone’s tech showcases the positive side of AI in music. It’s a clear indication that not all AI vocal technology poses a threat to artists and their originality.
Industry leaders have also been acknowledging the potential benefits of AI in music. Warner Music Group CEO Robert Kyncl emphasized the importance of putting generative AI into proper context, noting that framing it solely as a threat is inaccurate. Universal Music Group Chairman and CEO Sir Lucian Grainge expressed openness to licensing partnerships with legitimate AI companies, provided they respect the artists and the integrity of their work.
HYBE’s release of “Masquerade” sets a new standard in the music industry, showcasing the immense possibilities when AI and music collide. As technology continues to advance, we can expect more mind-blowing innovations like this. Stay tuned for what the
future holds, as the boundaries of creativity and technology are pushed even further.
The fusion of AI and music opens up a world of endless possibilities, where multilingual tracks and immersive musical experiences become the norm. HYBE’s pioneering release with “Masquerade” not only demonstrates their commitment to innovation but also paves the way for artists and listeners to explore new frontiers in the realm of music. So, fasten your seatbelts and get ready for an exhilarating journey into the future of music, where the unimaginable becomes reality.
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