Hatsune Miku is playing Coachella, but she’s not human. Why brands are working with digital avatars

Angelbaby, a digital rabbit that is from L.A.-based Hume, performs at Art Basel in Miami in 2021. “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. “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. “At the end of the day, if the music wasn’t good for those artists, people would potentially point fingers and laugh,” Quist said. “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.