On Instagram Rozy has 135,000 followers. She is South Korean, 22 years outdated and advertises for a number of vogue and beauty manufacturers, however she additionally talks about her journeys to Singapore, Rome or Seville. Since she began showing on the web in 2020, she has participated in a number of digital vogue exhibits and has recorded two singles. Nevertheless, typically mistaken for an actual individual, she is South Korea’s first “digital” influencer, generated solely on the pc: her recognition amongst younger folks is an efficient useful resource for corporations that select her to promote, however in a society obsessive about excessive rigidity. magnificence canons can also be creating some concern.
The pc firm that invented Rozy known as the Sidus X studio and developed it due to CGI (Pc Generated Imagery), the know-how extensively utilized in movie, tv and video video games that permits using pc graphics to create digital pictures and particular results. . Generally the studio makes use of CGI to create Rozy’s determine in its entirety, whereas different instances simply to graft her head onto a human mannequin’s physique, for instance in some picture shoots.
The determine of Rozy has obtained an excellent following within the networks due to social networks, the place those that handle her profile share moments of her “life” and work together with the followers, who typically think about her and confer with her as an actual lady. , somewhat than as a type of synthetic intelligence. Her Instagram profile is filled with photographs and movies during which she dances and sings, in addition to sponsored posts during which she acts as a testimonial for baggage, perfumes and eating places; offline, you’ll find commercials that includes her on tv, billboards, and on public transportation.
Baik Seung-yup, CEO of the Sidus X studio, informed a CNN that now many South Korean corporations need to use her as a mannequin, from vogue magazines to insurance coverage corporations and banks. Because the studio’s web site places it, Rozy “can do all the pieces that people cannot… in a really human approach,” and this is likely one of the the explanation why digital influencers like her are affecting an increasing number of. to corporations in search of younger folks. and engaging folks to sponsor, each in South Korea and overseas.
Her make-up is at all times flawless, she by no means will get outdated and she or he is unlikely to finish up on the heart of scandals or rumours. As well as, between design, implementation, and post-production, the time to create a publish or advert video with a computer-created influencer is way lower than what it takes to provide an advert with actual folks: from a couple of hours to a couple days. .
Baik stated that this 12 months the studio estimates to exceed 2 billion Korean gained (equal to 1.5 million euros) in income from using his picture alone. Quickly, Baik added, Rozy may even launch her personal line of cosmetics and her personal NFT (“Non-Fungible Token”), a certificates of authenticity that attests to the originality and uniqueness of a digital work.
Rozy is not the one computer-generated mannequin to have achieved such success on social media, and South Korea is not the one nation to have developed them.
Amongst others are the American mannequin Lil Miquela, who has greater than 3 million followers on Instagram and has sponsored a number of very well-known manufacturers, together with Chanel, Supreme or Prada, and Lu do Magalu, the digital influencer of the chain of the good Brazilian distribution Journal. Luiza, who regardless of being a lot much less sensible than Rozy and Lil Miquela has virtually 6 million followers on the identical social community.
With 81,000 followers at all times on Instagram, Lucy is one other South Korean influencer created on the pc to promote the Lotte Dwelling Purchasing division retailer: as occurred to the Sidus X studio due to Rozy, Lucy’s recognition has led the IT firm to create a Serie. of affords from corporations and organizations from varied sectors that need to use it for promoting.
Based on a number of know-how specialists heard from CNNIn South Korea, using “digital” influencers is having lots of success, particularly among the many youthful generations, who spend a number of hours a day on-line, so it may be a great way to draw youthful teams of customers, particularly girls. . .
However the position of influencers like Rozy has begun to be seen as an issue, particularly for the reason that corporations that design them have a tendency to copy sure conventional magnificence beliefs that in South Korea – a extremely aggressive society – many individuals already attempt to obtain by the Web. plastic. surgical procedure: diminutive physique, clear, flawless pores and skin, massive eyes, small nostril, and fleshy mouth, amongst others.
As defined to CNN Lee Eun-hee, a professor within the division of Client Sciences at Inha College, the priority is that computer-generated fashions might push the women who comply with them to need to obtain unrealistic magnificence requirements. Then there are those that surprise whether it is moral to use their picture for promoting functions when customers are unable to precisely distinguish whether or not they’re actual folks or the results of using synthetic intelligence methods.
The businesses that handle the picture of Rozy and Lucy typically dismiss these criticisms by arguing that CGI influencers even have historical past and persona, in addition to a pleasant look. Lucy, for instance, “tries to be an excellent affect in society,” telling her “life” and experiences to her followers on social media, she stated. CNN a Lotte consultant; Baik, however, argues that Rozy was intentionally created with freckles and barely distant eyes “simply to indicate that she may be stunning even with out a charming face by conference.”
In latest instances, nevertheless, many South Korean girls have tried to reject conventional magnificence fashions, for instance by the “take off the corset” motion, which since 2018 has organized exhibitions and actions to persuade girls to not settle for the canons and declare validity. totally different aesthetic look.
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