The truth couldn’t be farther from the criticism it first acquired!
Firstly of the month, HYBE had followers speaking after they launched a trailer for a brand new mission named “MIDNATT.”
When the movies and teasers had been launched, amid controversy about Weverse and dynamic ticket pricing, followers had been upset to find that MIDNATT is just not a brand new group however relatively an AI creation.
me attempting to hack bighit’s system and delete each AI associated factor they’re about to drop pic.twitter.com/vB2K97gguL
— mar 🥢 (@escape0x1) May 1, 2023
so that you’re telling me bighit ended the trainee a mission to do one other mission involving fucking AI’s…. BE FUCKING SERIOUS BIGHIT
— WHO’s nonna (@nonnanextdoor) May 1, 2023
On Might 15, the video was revealed for MIDNATT’s monitor “Masquerade.” The video appeared as mysterious because the teasers…
However followers rapidly acknowledged a well-known face and likewise a well-known voice on the monitor. It was revealed that MIDNATT was not a brand new group or one thing created by AI, nevertheless it was really a brand new path for veteran HYBE artist Lee Hyun.
An article in regards to the mission revealed that the AI portion of the mission was to permit the music to be sung in several languages. It was seen by the choices on YouTube to have the music dubbed into six languages.
The identify “MIDNATT” was stated to be translated as “nighttime’ in Swedish or “naked face” in Korean. It’s the primary collaboration between considered one of Hybe’s labels and Hybe IM.
The expertise used within the monitor allowed the dubbed model of the music to sound like they’re being sung by a local speaker. They took Lee Hyun’s voice and used the Supertone software program to make Midnatt’s voice information sound like a native-speaking narrator.
But, whereas it was stunning to followers, an interview with one of many artists of BigHit Leisure, Lee Hyun, revealed the motive behind the mission that earned such combined opinions.
Whereas my new identification might really feel unfamiliar to followers, my purpose has at all times been to succeed in the worldwide viewers. Rising above the language limitations can be step one on this journey.
— Lee Hyun
After the video and interview revealed the reality behind MIDNATT, it wasn’t shocking that netizens voiced their anger in regards to the advertising technique.
Whereas it did increase intrigue, it painted a unfavourable picture of the mission, and lots of thought that if they’d marketed it as Lee Hyun’s alter ego, it will’ve had much more optimistic reactions. Particularly, the preliminary concern of AI not permitting actual artists to shine was confirmed false as Lee Hyun has discovered a brand new profession path to permit his skills to shine.
Individuals out listed below are the worst. Midnatt is just not an AI artist, is Lee Hyun alter ego (like August D is the alter ego for Suga) https://t.co/9dOYCxKy74 pic.twitter.com/5DxCHh4ivW
— 𝖑𝖔𝖚. (@lou6l9) May 15, 2023
the second i heard lee hyun’s voice i knew we had been gagged by bh sjdjjs it wasn’t a brand new artist nor an ai artist however hyun’s alter ego like suga with agust d.. bighit loopy fr
— btxt archive THE PLANET D-DAY (@0X1_1304) May 15, 2023
Lee Hyun re-debuting as MIDNATT and with a brand new persona like YOU LOOK SO FINE pic.twitter.com/sMY0MLOfbI
— nba spouse yas (@soobwhat) May 15, 2023
Midnatt is LEE HYUN!?!? SHSHSH the best way we FUMED considering this was an ai mission or sumn 😭😭😭😭 https://t.co/BlGZdcmmtq
— madi⁷ 😈💜 (@yoongichy) May 15, 2023
Contemplating the unfavourable response surrounding the mission, and the give attention to AI, many followers are nonetheless offended that HYBE’s vagueness overshadowed Lee Hyun’s expertise and the potential of an enormous reveal of a brand new chapter in his profession.
You’ll be able to learn extra about followers’ preliminary worries under.
Who Or What Is MIDNATT? Unmasking HYBE’s Mysterious New Mission