Table of contents
Project description
This project investigates the rise of virtual entertainers—AI-generated and digitally rendered musical performers—and their impact on entertainment culture, industry practices, and consumer engagement. As Finland embraces digitalisation, this research offers timely insights into how virtuality can drive business renewal, sustainability, and global competitiveness.
Virtual concerts and digital artists present scalable, cost-effective business models. Unlike traditional performances, virtual events are not limited by venue size or geography, enabling Finnish companies to reach global audiences. Events like the Finnish Independence Day Reception on Roblox and UMK 2025’s virtual component illustrate growing interest in hybrid entertainment formats. Virtual artists also offer operational efficiencies, such as multilingual capabilities and consistent branding, making them ideal for international markets.
The project explores how virtual entertainers can be marketed and scaled globally, with comparative insights from Japan and South Korea—leaders in virtual entertainment. These findings will inform Finnish businesses on best practices for entering and competing in global markets. Transmedia storytelling and franchising opportunities (e.g., comics, games, merchandise) further diversify revenue streams and support business innovation. Environmental sustainability is another area the project will contribute to. Virtual concerts reduce travel and infrastructure needs, aligning with Finland’s carbon neutrality goals. The project also identifies emerging skill sets in AI, motion capture, and digital storytelling, supporting workforce development and future-ready education.
Scientifically, the project fills gaps in understanding virtual entertainers, a topic underexplored compared to virtual infrastructure development. Using mixed methods and cross-cultural comparisons, it examines audience discourses, growth potentials, and ethical considerations. Societally, the project informs ethical development of virtual agents and contributes to cultural policy. Results will be shared with stakeholders like Music Finland to support strategic planning and innovation.
