Miquela debuts new video at Lollapalooza

Lollapalooza opened the virtual edition of their Lolla2020 festival with a premiere of Miquela’s ‘Hard Feelings’ video.

Miquela is a digital avatar, a self-styled “change-seeking robot with the drip” created by Brud in 2016, initially as an Instagram character. Now with over 2.5M followers and a string of music videos, viral hit singles, and marketing campaigns for luxury brands including Calvin Klein and Prada, Miquela is leveraging her online popularity with real world influence. 

Miquela’s ‘Hard Feelings’ video was created totally remotely; a director in Toronto, a New York-based choreographer, and other AI experts in Los Angeles all contributing to the project. 

Her team at Brud are listed on the web as both a record label and a group of Los Angeles based problem solvers specialising in robotics, artificial intelligence and their applications to media businesses. Brud are also responsible for similar influencer CG characters Blawko and Bermuda.

Lolla2020 marked the dates Lollapalooza’s Chicago-based festival weekend was due to take place. The virtual event featured a free four-night broadcast with brand new and archive performances, speeches and appearances from the festival’s founders and ambassadors.