INTERVIEW: Meet Joerg Zuber, the creator of noonoouri, the world's first AI-powered virtual pop singer
"As a queer person, I find that noonoouri embodies the aspects of myself I have struggled to communicate."
– 7 min read
Step into the surreal and stylish world of noonoouri, a digital model represented by the modelling agency IMG, fashionista, influencer and the world's first ever AI-powered virtual pop singer. Created in 2018 by Munich-based graphic designer Joerg Zuber, noonoouri has even collaborated with huge brands such as Dior, Balenciaga, Versace, Valentino, Marc Jacobs, SKIMS, KKWbeauty and Mattel.
In 2023, noonoouri made history as the first digital artist to sign a record deal with Warner Music. Entirely virtual and living online, she defies human boundaries-never aging or needing sleep, setting a new standard for what an artist can be!
In this interview, I'm honoured to sit down with noonoouri's creator. Together, they’ve built a platform that blends couture with conscience-championing feminism, sustainability and social justice through a pixel perfect lens. From the spark of an idea to global recognition, Joerg and noonoouri share how fantasy became reality and why the future of fashion might just be virtual.
Hey Joerg! For our readers that aren't familiar with noonoouri or yourself yet, can you introduce yourselves and what do you both do?
Hi my dear, my name is Joerg Zuber, and I am a creative director. I have run a design studio for 20 years now with a team of 15 dedicated employees, operating in Munich, Buenos Aires and Madrid.
Our work includes the classical fields of motion graphics, film production, directing, and special effects and ofc AI. In 2018, I brought to life a digital character named noonoouri, a concept that has been close to my heart since I was five years old.
As an introverted child, I yearned for a way to communicate my thoughts, visions, and ideas, and noonoouri became that connection for me.
Through her, I can express the emotions and creativity that have shaped my journey as a designer.
What was your original idea that led to noonoouri’s creation and did you ever imagine she’d become a global fashion icon?
I have always envisioned noonoouri as my side-to-side-buddy, which means to bring my visions into the world. However, my focus extends beyond just concepts of glamour and aesthetics. It encompasses a commitment to social causes, helping those in need, and being a voice for the voiceless-children, animals or the environment.
My goal is to present these important messages in an embracing and sensitive manner, ensuring they resonate deeply with audiences everywhere.
📸André Kirsch
How does your own identity as a queer creator shape the way you envisioned noonoouri’s personality and values?
As a queer person, I find that noonoouri embodies the aspects of myself I have struggled to communicate. Having been a victim of a sexual crime against queer individuals in 2005 which costed me more than 10 years of my life and I am still suffering, I often feel lost and voiceless.
noonoouri has been like a rock in the ocean for me, providing the strength and motivation to move forward. She represents the vital conversations we need to have and highlights the issues that deserve attention.
In many ways, she has been the driving force behind my work, infusing my creative brain with spirit and soul in a truly special way.
As a queer person, I find that noonoouri embodies the aspects of myself I have struggled to communicate.
What does the name noonoouri mean and how did you think of and decide on that name?
Choosing the name noonoouri was one of the final steps in her development, and to be honest, it was the most challenging part.
Initially, I called her Little Coco, inspired by the spirit of Coco Chanel. During my time at Art Basel in Miami in December 2017, I saw a piece of artwork titled noonoo which I found very sweet. From there I began to play with letters in my hotel room and the name noonoouri was born after a long night.
noonoouri is often described as “not just a model, but a message.” What is the message?
noonoouri is not just a model, she represents a message I am passionate about sharing with the world. The core message of her life and spirit is to never be silent.
For a long time after what happened to me in 2005, I remained silent far too long. I tried to make everything alright on my own and I now realise that was not the right approach.
We need to confront uncomfortable truths and discuss topics that may be difficult to hear. Everyone has their own story and each life narrative deserves to be heard and reflected upon.
Dominoes with Allan Farbe marked noonoouri’s debut as a pop artist (and I loved it😍). What inspired you to take her from fashion into the music industry?
I believe in the manifest of Rumi-"what you seek is seeking you." As I was developing noonoouri, I thought about how to spread her message widely.
Music is a powerful medium that resonates with everyone and I see it as a wonderful way to share her story with the world.
I'm thrilled that you enjoyed Dominoes-truly a special moment for me with tears in my eyes.
Can you walk us through how noonoouri’s unique vocals were created?
Everything began with my own voice. Due to a lack of funding and investment in noonoouri, I had to be the one to speak for her.
My team developed a specific program, supported by AI, to transform my voice into hers. This was the original method we used to give her a voice.
From there, we created her singing vocals and refined them to achieve the best possible sound.
Do you see noonoouri performing live in virtual concerts or metaverse spaces in the future?
I would be absolutely thrilled to see noonoouri perform in a virtual concert within a metaverse space.
I experienced the virtual concert of ABBA Voyage in London, and it was breathtaking-truly out of this world. I can envision noonoouri in a similar setting, captivating audiences in a unique and immersive experience. Would be a dream!
How do you ensure that the humans behind noonoouri’s music such as the songwriters, vocalists, producers etc are credited and compensated fairly?
The fundamental idea behind noonoouri is that she is created by humans for humans. While she exists in a technological space, all the music around her is produced by real people who are credited and compensated fairly through contracts with Warner Music Central Europe.
This approach aligns with our manifesto and identity, emphasising the importance of placing humans at the center of noonoouri’s mission.
Can you tell us more about how the collab with Max and Harvey came about for Release Me?
Initially, it was Tilly Mills, the sister of Max and Harvey, who captured noonoouri’s attention with her freshness, cleverness, and compelling ideas for captivating the audience.
Although noonoouri wanted to collaborate with Tilly, it became clear that she wasn't meant to be a singer. This led us to take a step towards Max and Harvey who then became the featured artists for the single RELEASE ME.
I loved it for the first time to have male singers are part of her song, delivering a powerful and strong message that we are excited to share.
How do you respond to critics who criticise the authenticity of virtual artists in the music industry?
noonoouri is truly an authentic product with a rich heritage that has over 40 years of history and storytelling. The idea for her came up when I was just five years old and it has always been rooted in truth and honesty. The thoughts and values I envisioned for her personality remain as we live her core principles.
We seek partners who match with these values and aim to engage with the human essence behind noonoouri, which is fundamentally a human-made AI.
While technology plays an important role in meeting the demands of platforms like TikTok and Instagram-where producing an ongoing flow of images, videos and stories is expected-it's essential to keep in mind that AI is just a tool.
The creative process, the concept, and the production will always be human with noonoouri.
Will there be more noonoouri music soon?
Yes, there will be more music coming! We have several songs already in the pipeline with the next release scheduled for January 2026. It's something fresh to welcome the new year so watch out and stay tuned!
RELEASE ME and Dominoes (and Up All Nite feat. ENISA) are on all streaming platforms now. Share your thoughts in the comments section below and start or join the convo!🗣️👇🏻
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Written by
Scene's head pop critic/pop culture enthusiast, living in Brighton. Since 2021, I write a silly monthly column, sometimes interview artists, occasionally review theatre and listen to pop music daily!
