Business
Hatsune Miku is playing Coachella, but she’s not human. Why brands are working with digital avatars
On Friday morning, Hatsune Miku performs songs on her biggest stage yet — Coachella.
The turquoise-haired Japanese icon has been touring North America, singing to thousands of fans in large concert venues. She’s inked branding deals over the years with companies including Google . And on Friday, she’s expected to thrill her followers at one of the world’s biggest music festivals — on the same day as Lana Del Rey and the Deftones.
But Miku is not human. She’s a totally digital creation, like an online avatar or mascot.
Her music — mostly synthesizer-heavy dance pop — is created from software developed by the Sapporo, Japan-based technology company Crypton Future Media.
The technology lets people, including fans, type in lyrics and punch in a melody. The program generates a singing voice for the song. Crypton then licenses the songs from the fans for her to sing at concerts. Miku herself is an illustrated character, resembling a 16-year-old girl from an anime or manga. To “perform” onstage, Miku’s image is displayed on a giant screen as a video behind a live band.
Unlike the “hologram” performances of deceased celebrity artists (think Tupac and Roy Orbison) that took the music industry by storm a few years ago, virtual artists aren’t simply re-creations — they’re avatars performing original music.
As it would be for a local indie rock artist, landing a spot at Coachella is a significant milestone for Miku. And her human creators. One of the people from Crypton who will be there at Miku’s performance at the festival’s Mojave tent is Riki Tsuji, a member of the company’s global business team.
“I’ve never been to Coachella, so I have no idea what kind of people are going there, what the crowds are gonna be like,” said Tsuji, who is traveling with Miku on tour. “But we’ll be putting together a show that hopefully they won’t forget.”
An image of Hatsune Miku.
(Courtesy of Crypton Future Media Inc.)
Hatsune Miku is part of an expanding group of digital, non-human performers that are attracting the attention of brands and music fans.
They’ve generated fans from younger generations of audiences that brands are eager to attract and understand — the kinds of kids who spend two to three hours a day on average on Fortnite and Roblox and are thus comfortable interacting with digital characters and online worlds.
One non-human digital influencer, named Miquela, boasts 2.6 million followers on Instagram and has done commercials for Calvin Klein and BMW. She’s represented by major Hollywood talent firm Creative Artists Agency, best known for working with A-listers including Brad Pitt and Viola Davis.
“There’s a new paradigm in terms of the digital world and the digital landscape,” said Phil Quist, a music and emerging technology agent at CAA. “When you think about what that looks like moving forward, those kids are going to be so used to being in those realms that a lot of their entertainment is going to come from that space as well.”
Hatsune Miku performs at the Doug Mitchell Thunderbird Sports Centre in Vancouver to a crowd of fans on April 4.
(MIKU EXPO 2024 North America Vancouver show)
How much money a nonhuman virtual artist can earn varies widely., Gigs, ranging from social media posts to live performances, can generate up to nearly seven figures, Quist said.
“It ranges, but it’s very commensurate in terms of the following and engagement,” Quist said. “I think it can be comparable to ‘traditional talent’ in terms of what those deals look like.”
In addition to her Coachella appearance, Miku is putting on a North American tour, which includes 21 concerts in 17 cities. Initially, Miku announced 17 performances , but the tour expanded because of demand, Tsuji said.
Miku began as a singing voice synthesizer (a.k.a. a “vocaloid”) in 2007. Her voice has been used in more than 100,000 songs.
“She’s very much a vessel for people to kind of express themselves and come together as a community,” Tsuji said. “It’s not just an artist-listener relationship. Each listener could also be an artist in this community.”
Angelbaby, a Hume digital music artist
(Courtesy of Hume)
But the growth of nonhuman influencers comes at a time when actual performers are worried about how digitization and automation through artificial intelligence could impact future work. The cost of creating a digital avatar could become cheaper as technology evolves. Human influencers could find themselves competing for the same brand deals as nonhuman ones.
The fandom surrounding digital artists can rival that of human musicians. During Austin’s South by Southwest festival in 2022, fans uploaded videos from a concert by digital music artist angelbaby, singing along to the songs.
Angelbaby, a computer-generated humanoid rapping rabbit, is owned by Hume, an L.A.-based metaverse tech and music company, which is now represented by CAA. Angelbaby’s single, “life is good,” which was released in November, hit more than 4 million streams on Spotify.
“At the end of the day, if the music wasn’t good for those artists, people would potentially point fingers and laugh,” Quist said. Looking at angelbaby, “you could tell that people were so engaged and enamored by the performance.”
The idea behind angelbaby came from Hume co-founders David Beiner and Jay Stolar. Stolar is a songwriter and producer who has worked with performers including Selena Gomez and Demi Lovato.
Hume created a backstory for angelbaby, a seven-foot rabbit from the year 3045, who is coping with losing the love of his life. Angelbaby has appeared on recordings with Grammy-winning producer Gino the Ghost and human music artists including boy band Prettymuch. The rabbit’s fans lean male and are in their 20s into their early 30s, Beiner said.
“I think on the emotional level if you do it right, people like to feel like they’re part of a fantasy,” Beiner said. “People have always liked to escape.”
Much of the work for virtual artists comes from partnerships with brands, who want to tap the performers’ younger, digitally savvy followers.
For example, Miquela — whose character is a socially conscious digital influencer from Downey — was featured in a commercial for BMW‘s iX2 electric vehicle. The bulk of Miquela’s fans are under 35.
“When you think about the BMW vehicle that came out that’s 100% electric,” said Ridhima Ahuja Kahn, vice president of business development and strategic initiatives at Dapper Labs, the company behind Miquela. “That was something that was really compelling to her because it tied in with a lot of her goals around sustainability.”
But like human influencers, there can also be some controversy surrounding digital ones.
Miquela’s ad with Calvin Klein showed her kissing model Bella Hadid, which some people online criticized as queer-baiting. Calvin Klein later said, “We sincerely regret any offense we caused.” Dapper Labs said it stands by the direction of the ad, which was to support all different types of backgrounds, genders and preferences.
“With virtual influencers, even they have drama too, just like any real-life influencer,” Ahuja Kahn said.
Many people worry that digital talent could take away human jobs. Last summer, writers and actors went on strike in part for more protections against the use of artificial intelligence.
“Anyone in the entertainment industry at large is very cognizant that a human resource of being on camera or being filmed or even writing a script or even editing a movie is being absorbed by what AI and technology can do,” said Elsa Ramo, a managing partner at Ramo Law PC.
But supporters of nonhuman talent say that the work can lead to more innovation, and, ultimately, jobs for the people who build the non-human influencers, although they acknowledge that AI will lead to more efficiency, which in turn will impact other jobs.
An image of Zlu, a blue alien model.
(Zlu / Ilian Gazut)
Ilian Gazut created Zlu, a blue alien model represented by management firm IMG Models who has done work for fashion designers like Karl Lagerfeld. Gazut said that Zlu’s movements are based on his movements.
“There is always a human behind it,” Gazut said. “So in my case, I didn’t have a job and thanks to him, I have a job.”
The world of digital, nonhuman influencers continue to evolve. Miquela, who made her first post in 2016, was originally conceived as being perpetually 19, but recently, the character made the jump to her 20s. And prospective schools are noticing.
“There are a few colleges who have reached out to us, so she’s looking at those and currently thinking about what the right fit for her would be and if college makes sense,” Ahuja Kahn said. “She’s been exploring what that path would look like for her.”
Business
Commentary: Puncturing the myth of Alan Greenspan, whose policies gave us the Great Recession
Noah Cross, the archvillain of the movie “Chinatown,” had the definitive line on how old age brings respectability. “‘Course I’m respectable,” he tells Jake Gittes. “I’m old. Politicians, ugly buildings and whores all get respectable if they last long enough.”
I wouldn’t necessarily slot former Federal Reserve Chairman Alan Greenspan into any of those categories, but the general reaction to his death Monday at age 100 puts the lie to Cross’ observation.
As much as he was revered during his nearly two decades as Fed chairman for protecting the stock market from a series of crashes and near-crashes, his obituaries take a more measured view. The headline on the Wall Street Journal’s main take on his legacy is: “The Myth of Alan Greenspan as ‘The Maestro.’”
Stripped of its academic jargon, the welfare state is nothing more than a mechanism by which governments confiscate the wealth of the productive members of a society to support a wide variety of welfare schemes.
— Alan Greenspan, writing as an Ayn Rand cultist (1966)
The Journal blames Greenspan for fostering “the great credit mania of the mid-2000s” and observes that “the music stopped in 2008, producing the panic that did so much harm to the free-market economy that Greenspan promoted.” That was the Great Recession, which started with the 2008 crash in the housing market and persisted into 2012.
That is from a publication that was more or less in accord with Greenspan’s goals of less regulation and lower taxes. His contemporary adversaries were harsher. “R.I.P. Alan Greenspan: You were charming, thoughtful, powerful, and wrong,” writes Robert Reich, who served as Bill Clinton’s Labor secretary while Greenspan led the Fed.
The Great Recession, “in which in which millions of Americans lost their jobs, their savings, and even their homes — resulted from the deregulation of Wall Street that Greenspan advocated,” Reich wrote. But he had to admit that Greenspan’s “iron grip” over Fed policy forced Clinton “to do exactly what Greenspan wanted — which was to reduce the federal budget deficit and thereby destroy much of the agenda Clinton ran on.”
It would be unfair to depict Greenspan’s influence as invariably pernicious. Social Security advocates still think highly of his work chairing the so-called Greenspan Commission of 1982-1983, which developed a series of changes in benefits and revenues for that program to address a looming, immediate fiscal crisis.
Greenspan led the bipartisan panel “masterfully,” recalls William J. Arnone, the former chief executive of the National Academy of Social Insurance, who witnessed its deliberations as a consultant to the New York Citizens Committee on Aging.
Before the commission’s formation, “Republicans and Democrats fiercely disagreed over underlying data,” Arnone told me. “Greenspan used his expertise as an economic empiricist to convince both sides to agree on a singular, shared set of actuarial facts. Quite an accomplishment.”
To the public, Greenspan was known for his impenetrably cryptic speaking style and for the relative tranquility in the American economy during his tenure, which has been termed “the great moderation” despite recurrent short-term crises.
Greenspan was the second-longest serving Fed chair. But he may have had the weirdest background. Having grown up in an affluent New York household, he was talented enough on clarinet and saxophone to have sat in with Stan Getz’s band and attended Juilliard for a time.
He began his economics education in 1945 at New York University and got as far as a master’s degree, but by then he was already working on Wall Street, where his skill at financial analysis propelled him toward the top echelons of high finance.
Somewhere along the line he fell in with the arch-libertarian Ayn Rand, becoming part of her inner circle of economic cultists. Referring to his dour mien and predilection for charcoal gray garb, Rand called him her “undertaker.”
Greenspan provided a veneer of rigorous economic analysis for Rand’s ideology, which lionized the rich and described them as fighting a ferocious battle with the lazy and grasping hoi polloi. He contributed three essays to her 1966 anthology “Capitalism: The Unknown Ideal.”
His association with Rand was seldom highlighted during his Fed tenure, but even a casual reading of those essays exposes the Randian underpinnings — and the Randian self-contradictions — of his Fed policies.
One essay defended the gold standard, which had been discredited in the 1930s. Greenspan blamed “welfare-state advocates” for the developed world’s abandonment of the gold standard.
He wrote, “Stripped of its academic jargon, the welfare state is nothing more than a mechanism by which governments confiscate the wealth of the productive members of a society to support a wide variety of welfare schemes…. Gold stands in the way of this insidious process. It stands as a protector of property rights” — language that could have come right out of the text of Rand’s “Atlas Shrugged.”
Another essay called for the dismantling of government regulators such as the Food and Drug Administration and the Securities and Exchange Commission. Greenspan’s argument was that the consumer was adequately protected by the businessman’s profit-seeking, which in turn depended on maintaining a reputation for honesty and fair-dealing.
For drug companies, he wrote, “the loss of reputation through the sale of a shoddy or dangerous product would sharply reduce the market value of the drug company.” The same goes for securities brokers — “The slightest doubt as to the trustworthiness of a broker’s word or commitment would put him out of business overnight.”
One might ask what inspired Greenspan’s faith in, well, the faithfulness of business enterprises, given centuries of proof otherwise. Anyway, he refuted his own argument. “The guiding purpose of the government regulator is to prevent rather than to create something,” he wrote. “He gets no credit if a new miraculous drug is discovered by drug company scientists; he does if he bans thalidomide.”
He didn’t bother to question why his trustworthy drug companies had tried to market as a morning-sickness drug in the U.S. a formulation that already had been shown to produce severe birth defects in the children of mothers who took it overseas. (American families were largely saved from this tragedy by Frances Oldham Kelsey, who blocked its importation as an official of, yes, the FDA.)
To stock market investors, Greenspan’s chief legacy was the “Greenspan Put.” This was an implicit commitment by the Fed to counteract sharp declines in the market by pumping liquidity into the economy through the mass purchase of Treasury bonds.
The term comes from the options market, in which a “put” gives the holder the right to sell the underlying stock at a set price in the future, even if the market price has fallen below that price. In effect, it establishes a floor to the investor’s losses in a downturn.
The Greenspan put first appeared on Oct. 19, 1987, when the stock market suffered its greatest one-day percentage crash ever, 20.47%. Greenspan had been in office for only a few weeks, but his Fed issued a statement promising to inject liquidity into the system and cut interest rates. “We will back you,” he told bankers in a series of phone calls.
In truth, Greenspan had no legal authority to make that pledge. In any event, the market recovered the next day, and the Fed’s image as a willing bulwark against market declines was born.
The problem was that the idea that the Fed would act in a market crisis encouraged ever more flagrant risk-taking on Wall Street.
The harvest was a series of crises, notably the 1998 collapse of the hedge fund Long Term Capital Management, which was founded by Nobel economics laureates to pursue abstruse arbitrage trades. It was brought low by market moves that confounded their projections. LTCM was so deeply embedded in Wall Street trading it had to be saved with a $3.6-billion bailout the Fed orchestrated.
The Greenspan put, like so many other such grand schemes, worked well right up until it stopped working. That moment came in 2008, with a crash and a long, throbbing hangover.
Testifying to Congress in 2008, Greenspan acknowledged that maybe self-regulation, that watchword of his economic worldview, didn’t work.
“I made a mistake in presuming that the self-interest of organizations, specifically banks and others, were such that they were best capable of protecting their own shareholders and their equity in the firms…. Something which looked to be a very solid edifice, and, indeed a critical pillar to market competition and free markets, did break down.”
That, he said, “shocked me.” It was a rare admission of blame by a man who, as my former colleagues Thomas S. Mulligan and Don Lee reported in their Greenspan obituary, had told CNBC a few months earlier that he had “no regrets” about his policies.
Business
Cisco to lay off more than 400 workers in California
San José tech company Cisco plans to cut 471 workers in three Bay Area offices, according to layoff notices filed to a state agency.
The company, which provides networking devices along with other services including video conferencing and cybersecurity, told employees in May that it was going to cut fewer than 4,000 jobs or less than 5% of its workforce.
The notices, processed by the California Employment Development Department this week, provide more details about what jobs Cisco will cut in California.
The artificial-intelligence boom has fueled more investments in data centers, commercial real estate and other areas. But advancements in AI tools have also been reshaping jobs, especially in Silicon Valley, the epicenter of the tech industry.
Cisco’s layoffs in California impacted workers in its San José, Milpitas and San Francisco offices. The company cut a variety of roles in software engineering, product management, design, business operations and other areas, the notices show.
Cisco said it didn’t have anything additional to share beyond what it published in May about its restructuring plans.
Tech companies have been citing various reasons for layoffs including prioritizing investments in artificial intelligence. As workers use AI-powered tools to generate code, words and other content, some executives have said they don’t need as many employees. There’s also skepticism, though, about how big a role AI is playing at companies with a large amount of workers globally.
From January to May, U.S. technology companies announced 123,653 cuts, up 66% from the same period in 2025, according to a June report from global outplacement and executive coaching firm Challenger, Gray & Christmas. The firm said that AI was the leading reason companies cited for cuts but it still isn’t the “jobpocalypse some predicted.”
Meta, Snap, Block, Oracle and Amazon are among tech companies that have announced mass layoffs this year.
Cisco markets itself as a company that “provides critical infrastructure for the AI era” and has benefited from the AI boom, reaching a record revenue of $15.8 billion in the third quarter this year. The company’s net income grew 35% to $3.4 billion year-over-year during that quarter.
Cisco Chief Executive Chuck Robbins told employees in May it’s cutting costs in certain areas while prioritizing other investments. That includes employee use of AI across the company.
He said Cisco will be among winners in the AI era, but that means “making hard decisions — about where we invest, how we’re organized, and how our cost structure reflects the opportunity in front of us.”
As of July 2025, Cisco had roughly 86,200 employees, according to its annual report.
Business
Snap sued by parents of girl who was raped by man she met on Snapchat
Social media company Snap is being sued by the parents of a girl who was raped when she was 12 years old by a man she met on disappearing messaging app Snapchat.
The 111-page lawsuit, filed this week in a Missouri Circuit Court, alleges that Santa Monica-based Snap “enabled and facilitated the grooming, exploitation, and sexual abuse” of the minor who is referred to as “J.F.”
The company failed to disable or warn users about “dangerous” features that predators use on the app to find and abuse their victims, according to the lawsuit.
Missouri resident Gabriel Joel Valentin-Rios, who was 25 years old at the time, raped the girl in September 2021 after she sneaked out of her house, the lawsuit alleges. The parents are also suing the attacker, who pleaded guilty to sexually assaulting the girl and is serving 18 years in prison, according to the Social Media Victims Law Center.
The center and the Holland Law Firm announced Thursday they filed the lawsuit on behalf on the victim’s family.
“This assault did not happen in a vacuum — it happened because Snapchat’s product design made it easy for a predator to reach and manipulate an unsuspecting child,” said Matthew Bergman, founding attorney of the Social Media Victims Law Center, in a statement. “Snap executives have long known that their features create a perfect environment for predators to exploit children, yet they have repeatedly failed to make the platform safe.”
A Snap spokesperson said in a statement the company cares “deeply about the safety and well-being of all Snapchatters.”
“Our teams have worked for years to build safeguards, launch safety tutorials, partner with experts, and work with law enforcement to help prevent the misuse of our platform,” the spokesperson said in a statement.
The lawsuit is the latest legal hurdle facing Snap. Multiple parents who lost their children have previously sued the company, alleging that Snap failed to provide enough safeguards on the messaging app. Parents and child safety groups have voice concerns about how the app can be used to connect young people with drug dealers and child predators.
Other tech companies such as gaming platform Roblox, Google-owned YouTube and Facebook parent company Meta have also faced lawsuits over safety and mental health issues.
In March, a Los Angeles jury found that Meta-owned Instagram and YouTube were liable for the suffering of a California woman who alleged the platforms were built to addict young users. Snap settled that lawsuit before the trial started.
The latest lawsuit against Snap highlights safety concerns surrounding several features on the messaging app including “Quick Add,” which suggests users to connect with on Snapchat. Valentin-Rios used that feature to connect with the girl along with others to disguise his identity and groom her into sending explicit photos, the lawsuit said. The company’s “Snap Maps” feature allowed him to find the girl’s home address. And he used a cartoon avatar known as Bitmoji on Snapchat to conceal his age and present himself as a “a young, innocuous, and friendly looking boy.”
Families have faced challenges holding tech companies accountable for safety issues because a U.S. law shields platforms from being held liable for content posted by its users.
The lawsuit against Snap, though, says that it seeks to hold the company liable for the design and marketing of “unreasonably dangerous social media products.” It alleges that Snap co-created content such as Bitmojis abused by child predators and it designed the app to entice users to spend more time messaging others.
The lawsuit accused Snap of consistently turning a “blind eye” to underage users of its app. Snapchat requires users be at least 13 years old to sign up for an account, but J.F. started using the app when she was 11 years old. Snapchat was popular among her peers and friends so J.F. downloaded the app, which was presented as lighthearted and entertaining platform, without her parents’ knowledge or consent. The company failed to warn users about potential dangers, verify the ages of minors and lacks adequate parental controls, the lawsuit alleges.
Snapchat has a “family center” where parents can see their teen’s friends, view time spent and other insights about how their children are using the app. But the lawsuit said it isn’t enough because parents can’t restrict teens from sending private messages and children can create accounts without their parents’ knowledge.
The plaintiffs’ counsel also tested Snap’s “Quick Add” feature in 2023 and found that many of the usernames “generated by Snap’s recommendation algorithm appeared on their face to belong to predatory users,” the lawsuit said.
Valentin-Rios was also able to create a second Snapchat account with the username “Nocits21g” to connect with J.F. and to conceal the activity from his girlfriend, according to the lawsuit.
The rape victim, who was diagnosed with PTSD, anxiety and depression, started to engage in self-harm and expressed suicidal thoughts, the lawsuit states.
The lawsuit seeks a jury trial and financial damages for the harm allegedly caused by the company to the family.
“J.F. feels embarrassed and ashamed, but she is also angry that Snap facilitated this by design, and angrier still that Snap continues to operate its platform in the same manner today,” the lawsuit said.
-
Lifestyle22 minutes agoAmateurs now conduct most weddings. Here is some basic advice
-
Technology32 minutes agoIt’s the last day of Prime Day — here are over 140 great deals to choose from
-
World37 minutes agoRubio announces framework deal between Israel and Lebanon as experts warn Iran will fight to sabotage it
-
Politics44 minutes agoLawyer who beat Hawaii gun law calls state’s reliance on Black Code ‘disgraceful’
-
Sports52 minutes ago2026 World Cup Group Scenarios: What Remaining Teams Need To Advance To Round of 32
-
Technology59 minutes agoOhio robot cop retires after zero arrests
-
Business1 hour agoCommentary: Puncturing the myth of Alan Greenspan, whose policies gave us the Great Recession
-
Entertainment1 hour agoOn 10th anniversary, Boleros de Noche’s legacy is celebrated by L.A. City Hall