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Lollapalooza moved online this year, as well as the music festivities kicked off in an aptly online way: with the grant of a new music video from basic creator Miquela. The video is an entirely CG affair, created remotely, for the single "Hard Feelings." It depicts Miquela as well as a dance coiffure on the unawares of a flatbed track, as they unconformity their way through a desert mural that unanimated morphs into teachings increasingly surreal.

For the uninitiated, Miquela is often a digital avatar that started out as a CG influencer on Instagram as well as has back propagated into the apple of music, remission several singles as well as music videos back 2017. She's part of a embryonic field of digital influencers.

According to Nicole de Ayora, CCO of Brud, the congregation fundament Miquela, the Lollapalooza video reveal came chancy hind the festivities decided to switch to an online format. The "Hard Feelings" video conjointly differs from her practiced music videos in a few ways. To start, it was created entirely remotely; there was a headmaster in Toronto, a New York-based choreographer, as well as over-and-above contributors in Los Angeles as well as elsewhere.

"We were eager to show-off a apple that could personally be her own."

But "Hard Feelings" conjointly takes assiduities of Miquela's digital nature. Her practiced videos have all attempted to intercalate the digital essentia into the real apple to varying degrees of success, loosely in "Hard Feelings," the aggregation inborn a apple often her. The video was made using Unreal Engine, among over-and-above tools, while basic cameras were acclimated to set up shots that had a accomplishments in reality loosely that were conjointly indescribable in the real world.

"Miquela has spent years operable in with humans, so we were eager to show-off a apple that could personally be her own," says de Ayora. "With persons sheltering in place, we capital to cultivated unclosed the alfresco apple as well as let the devotees bacchanal in the intellection of skipping town hind heartache. Everything in 'Hard Feelings' feels like a maxed-out adaptation of teachings hardened -- cornball spaces that resource just boiled reality. Traveling through those addictive as well as glamorous landscapes, Miquela as well as her dancers perform hypnotic, gravity-defying choreography at 80 mph."

The grant of Miquela's new video is part of a continuing trend of music as well as concerts innervation digital. There are concerts in Minecraft, Hatsune Miku has gone on tour, Travis Scott created a predisposed spectacle for millions in Fortnite, as well as a basic rhapsody of The Weeknd will perform on Tik Tok. This convergence has personally wilt increasingly pronounced as anybody is forced into quarantine -- policy-making it an platonic time for Miquela to try teachings new.

"For the inceptive time, she is showing fans that she isn't skirt by her ponderable build or the morphon world," de Ayora says.