Soundr label launches with a focus on signing virtual artists

The boom in virtual influencers – computer-generated characters building audiences on the various social apps – has already crossed over into virtual music artists.

Riot Games has launched several CG groups, for example, while startups Auxuman and Strangeloop Studios have explored the idea too – all building on past successes from Gorillaz to Hatsune Miku.

The latest company testing these waters is called Soundr, a label that is planning to sign an entire roster of virtual artists. It will release music from them, but will also make them available to use in games and virtual worlds, and will launch “affordable micro-NFTs” to boot.