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‘Change-seeking robot’ Miquela signs with CAA

Miquela, a singer, model, influencer and robot, has become the first-ever virtual client to sign with Creative Artists Agency (CAA).

The CGI-generated avatar, who was previously signed to WME, will be represented by CAA in all areas, including music, TV, film, brand strategy and commercial endorsements.

Created by robotics and artificial intelligence startup, Brud, Miquela was introduced to the world via her Instagram account in 2016. The avatar now has 2.2 million followers on the platform and almost 600,000 on TikTok.

Miquela, or Lil Miquela, as she is also known, has released a number of singles, including a recent collaboration with (human) singer Teyana Taylor called ‘Machine’. Software and pitch-correction tools are used to create Miquela’s vocal performances. It is unknown who provides her voice.

Described as a “change-seeking robot”, Miquela is currently raising money for the MusiCares Covid-19 relief fund on her Instagram page.

“Over the last few years, we’ve watched the team at Brud create a true multi-hyphenate in Miquela”

Non-human artists have appeared in all kinds of forms in recent years. Japanese vocaloid Hatsune Miku, who takes the holographic form of a blue-haired teenager, has performed live in Asia, North America and Europe. The vocaloid was due to play this year’s Coachella festival, which has now been postponed to October due to the coronavirus pandemic.

Lil Mayo, an alien-meme-turned-Instagram-influencer, ranked in third place on IQ’s Radar Station chart in January. The alien puppet’s single ‘Be Gone Thot’ has almost 14m streams on Spotify and over 11m on YouTube.

“Over the last few years, we’ve watched the team at Brud create a true multi-hyphenate in Miquela,” says Adam Friedman, CAA global client strategy executive. “We are excited to jump in and help her navigate the world of television and film, and also see a unique opportunity for innovative, forward-thinking brands to align with a culturally relevant, icon-in-the-making.”

Founded in 2014, Brud has raised US$6.1m in funding from investors including Spark Capital, BoxGroup, Sequoia Capital and Founders Fund.


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