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A + after your name? it’s your Digital Twin

Holly Herndon’s Digital Twin can be asked to sing any song in a way that would probably be sung by Holly… Image credit: Holly Herndon

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.

Amazing times…

About Roberto Saracco

Roberto Saracco fell in love with technology and its implications long time ago. His background is in math and computer science. Until April 2017 he led the EIT Digital Italian Node and then was head of the Industrial Doctoral School of EIT Digital up to September 2018. Previously, up to December 2011 he was the Director of the Telecom Italia Future Centre in Venice, looking at the interplay of technology evolution, economics and society. At the turn of the century he led a World Bank-Infodev project to stimulate entrepreneurship in Latin America. He is a senior member of IEEE where he leads the Industry Advisory Board within the Future Directions Committee and co-chairs the Digital Reality Initiative. He teaches a Master course on Technology Forecasting and Market impact at the University of Trento. He has published over 100 papers in journals and magazines and 14 books.

One comment

  1. Derrick de Kerckhove

    I beat you to it Roberto! This morning, I already included this excellent blog entry in our book! Actually it made me think about the need to distinguish between the variety of Personal Digital Twins and the various levels and contexts of collaboration between the PDT and the ‘person’, my preferred designation for the physical part f the twinhood.