Holly Herndon is musician that is exploring new musical art forms made possible by technology. She has created her own Digital Twin that thanks to the technology made available by Never Before Heard Sound, a start up founded in 2020, can sing any song in a way that would -probably- be sung by the real Holly Herndon. The artificial intelligence based software has processed all songs sung by Holly and created a digital signature of her voice, taking into account all those parameters (including expression) that would make a listener mistake the artificial (singing) voice for the true one.
This is what deep-fakes are all about: tricking us into believing we are seeing/hearing the real thing. Deep-fakes are bad, but Holly has decided to explore this technology to be able to multiply her presence, making it possible to sing along, potentially, any band that would like to have her.
Interestingly, she feels that having a digital twin that can sing “for free” any song with her voice is not undermining her business, quite the contrary. She expects to become even more known and as such her voice (and songs) will become even more valuable. You can check it out here. It makes for an interesting reading since in that post Holly discusses her relation with Holly+ and the impact on her business, including considerations on content rights.
Holly is planning to “sell” her Digital Twin singing songs on the web and she is encouraging bands all over the world to use her Digital Twin, Holly+, to sing along with them and then use the web to sell the songs produced in a mixed reality context.
Think on what you can do with your Digital Twin … it is a new world of opportunities opening up.