Meet “The Queen of the Metaverse” — The Artificial Influencer Who’s Now Worth $125 Million


SOURCE: MEDIUM.COM
AUG 20, 2022

Miquela or “Lil Miquela”, as she’s known on the internet, is not your average Instagram model.

She’s a 19-year-old robot living in LA.”

Yes, you read that right. The exuberant teen in the picture above is not a real human. She’s an AI (artificial influencer) whose parent company, “Brud”, is now worth $125 million.

Miquela is a musician, model, and trailblazer of modern technology. Recently partnering with PacSun clothing, Miquela is now taking her influence inside the metaverse.

She may be computer-generated, but her influence is real.

Here’s how a simple robot from the hills of Los Angeles, California, led by a crack team of social media experts, is changing social influence.

This isn’t Web 3.0 — it’s Hollywood 3.0

Who is Lil Miquela?

Lil Miquela’s real name is Miquela Sousa.

She’s a half Spanish, half Brazilian computer-generated model who only recently became self-aware. As Miquela’s story goes, she once thought she was just a normal girl from LA, until, plot twist, it turns out she’s a robot.

On her YouTube channel (with over 280K subscribers), Lil Miquela shares the story of how she became conscious — mimicking the teenage journey to adulthood.

In a video titled “WTF is happening?”, her creators, Trevor, Sara, and Brud’s Creative Lead, Jessica explain to Miquela what the actual ‘f’ is going on:

“We knew you could be something or someone really special… programming is the prologue but the story is yours to write.”

So, after turning 19 for the 5th time, the team granted Miquela a USB necklace containing all of her memories. Thus setting forth a classic coming-of-age story. One young people around the world could relate to. Yes, we’re still talking about a robot.

But why was Miquela created? And what story is she here to tell?

Here’s a brief history of how and why Miquela was created.

In 2016, Trevor McFedries and Sara Decou teamed up to create the perfect social media influencer. Miquela’s style, personality, skin tone, even unique flaws (such as the gap in her two front teeth) were meticulously crafted to fit popular trends.

They called their creation “Miquela” and housed it under the software company “Brud”.

In 2018, after Miquela went viral on social media, gaining millions of followers on Instagram, Soundcloud, and Twitter, Brud received $6 million in venture capital funding. 4 years later, Brud is now valuated at $125 million. And it’s partnering with the innovative NFT company, “Dapper Lads”, to help move Miquela’s influence into the metaverse.

But more on that later.

Miquela has worked with top fashion brands such as Chanel, Burberry, Off-White, and is even signed to famed Hollywood talent agency, “CAA”.

She’s become a social activist, a voice for equality, and has raised money for charities such as Black Girls Code and LA Wildfire Relief. In 2018, she was named one of TIME’s 25 Most Influential People on the Internet.

Oh, and she’s a musician too — with millions of streams on YouTube music, Soundcloud, and Spotify.

Miquela’s Instagram?—?enjoying life and hanging with her hot-bot friends.

Image via Instagram: @lilmiquela

Is there anything a young and motivated robot can’t do in our modern world? The answer seems to be no… if the programming is right.

Miquela represents Hollywood 3.0.

In the past, stars were discovered.

Hollywood agents would hope to find the next big actor or pop star working at a local coffee shop or waiting tables. If they had the right look, drive, and ambition, they could be molded into a superstar.

Now, stars don’t need to be found — or even born.

They can be created.

A 2018 study conducted by “Fullscreen Entertainment” revealed that,

“42 percent of Gen Z and millennials have followed an influencer they didn’t realize was CGI.”

Despite Miquela being quite honest about the fact that she’s not a real human, people still can’t get enough of her.

Currently, Miquela has 3 million Instagram followers and her Spotify single, “Sims- Miquela Remix”, has been streamed over 60 million times.

Like any influencer, Miquela has many interests:

  • Travel
  • Taco food trucks
  • Hanging with her hot-bot friends

But her true passion is music.

Exactly who voices Miquela or sings on her tracks is still unknown. But, Trevor McFedries is undoubtedly responsible for her musical prowess, having an extensive background in the music industry.

The creative team at Brud does a brilliant job of crafting Miquela’s storyline as well. It’s raw, vulnerable, and relatable.

Unlike human stars, Miquela can’t burn out, she doesn’t have emotions, and her team doesn’t have to worry about being sued decades down the road. Because, remember… she’s not real.

Miquela’s story can be twisted, molded, and developed to fit any narrative cooked up by Brud’s crafty creative team.

The humans behind Miquela.

As the classic expression goes, behind every good robot, is a strong human. Or something like that.

The team at Brud is extensive — programmers, designers, writers, and visual effects artists, all working together to craft the perfectly relatable teenage girl. And the team knows how to pull on the heartstrings of the public.

Utilizing creative storylines filled with controversy and romance, Brud has done a great job of getting the public emotionally invested in Miquela’s story. Just a quirky young robot trying to make it in a human’s world.

Let’s meet the team.

Miquela’s parents (creators):

[1 of 2] Trevor McFedries: with a background in the music industry, “Yung Skeeter” (as was his DJ name before co-founding Brud) has worked with artists such as Katy Perry, Steve Aoki, and most notably was the manager/producer for the popular artist, Banks.

In this interview, he said:

“I just love music and the more I can get it out there, for whatever purpose, the better.”

[2 of 2]: Sara Decou: handled the tech side of Brud and has been listed on Forbes’ 30 under 30 list, for consumer technology in 2019. Sara’s work history prior to Brud remains cryptic, and it seems as though she’s now moved on from the company.

This quote perfectly summarizes her lack of internet presence:

“I’m probably the least “tech” tech person you’ll meet. If it were my way, I’d still have my landline.”

With each of their unique skillsets and life experiences, the pair created a super-influencer. But the credit for Miquela’s unravelling story and public persona goes to the creative team:

  • Jessica Currie (Lead Creative)
  • Aaron Harvey (Creative Director)

They are the brains behind Miquela’s story, image, and interests.

Together, with a team of programmers, designers, marketers, and pop-culture experts, Brud ensures that Miquela’s life is interesting and entertaining.

Like the time Miquela’s Instagram was hacked by rival AI “Bermuda.” Or, her breakup with her human boyfriend, “Nick.”

It’s clear Brud has a passion for storytelling. And Miquela is merely an influential avatar used to tell stories.

The first of many to come.

Brud’s real vision for robot avatars.

Let’s be honest — the government is losing the public’s trust every year.

A 2022 study showed that only 20% of Americans trust the government to do what is right — compared to 77% in 1964.

At a time when honesty and authenticity are valued more than ever, the robotic demeanour of most politicians is becoming less and less appealing.

Politicians are beginning to be seen as pawns — avatars. Friendly faces who push the agendas of large corporations.

Without getting too political, the last few presidential elections in the US have made people re-think what qualifies someone for office.

One poll revealed that 46% of Americans would consider voting for ex-WWE superstar, Dwayne “The Rock” Johnson, if he ran for office.

In a world moving toward virtual reality, the idea of virtual influencers becomes more popular by the minute.

On Brud’s website, they clearly lay out their vision,

“Brud is creating community-owned media and collectively built words.”

They want to tell stories for those without a voice. The key word is ‘collectively’.

But how do they plan to do this? The answer is simple. NFTs.

In 2020, Brud moved into the NFT space, having Miquela drop her first piece of digital art, “Rebirth of Venus”. It sold for $82,361 (or 159.5 Ethereum) — with all proceeds going to charity.

After being acquired by “Dapper Lads” in 2021, Brud has moved one step closer to their goal.

Miquela’s NFT?—?an image of her in a silver futuristic-looking outfit.

Image via Twitter: @lilmiquela

Dapper Lads specializes in the innovative space of community-owned NFT projects called DOAs (decentralized autonomous organizations).

In simple terms, DOAs are fractions of NFTs — like buying stock in a company.

Experts predict NFTs to be a huge selling point inside the metaverse. And Miquela, now calling herself “The Queen of the metaverse”, looks to be amongst the first to influence fashion inside the metaverse. Likely being sold as fractional NFTs or DOAs.

Instead of buying a 1 of 1 minted piece of art, a DOA investor buys into a collective fund.

At a smaller price point, DOA investors can own a share of an NFT — with perks such as exclusive access to groups, events, or equal say in the direction of the fund.

One of the biggest social media influencers in the world, Logan Paul, recently launched a DOA project called “90s Originals”. 50% of each purchase goes into a collectively-owned fund, in which buyers can vote on what to do with the money.

This unique style of selling and purchasing digital art will help Brud fulfill its vision of telling collectively-written stories through virtual avatars.

Final thoughts: the stock in humans just went up.

Right now, you might be feeling a little panicked — as if the world has been turned upside down.

When diving into Miquela’s story, I felt the same way. But I’ve since gained a new perspective.

As is the law of gravity (literally and figuratively), what goes up must come down. And with any technological advancement, there is a biological bounce-back.

As more of humanity becomes automated, the value of authentic human experience rises.

Artificial intelligence may be able to tell the stories of tomorrow, but they’re written by the humans of today.

In an increasingly disconnected world, those who can offer unique perspectives and reveal what life is really about are more valuable than ever.

To summarize:

  • Miquela isn’t real, but her influence is.
  • Brud isn’t the first company to use avatars to tell stories.
  • Virtual influence is the next step of social media — it’s Hollywood 3.0.
  • Humans aren’t going out of style anytime soon.

Being human still means something— now more than ever.

To quote Lil Miquela,

“Don’t forget to recharge your hearts.”

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