#ALWAYS the damned devaluation of newer art forms that causes all the problems

[tangibletechnomancy]

The problem with AI and the entertainment industry in particular is that...okay, fine, technology marches on. Digital art made physical ink-on-cels animation into mostly a hobbyist novelty (though boy howdy did it ever make it an impressive one). Photography turned portrait painting into a luxury, rather than something everyone who could afford it saved to do at least once for every family member because it was the only way to keep their likenesses alive. Photo editing has gone through so many changes that it's almost unrecognizable compared to what it looked like as recently as the 80s and 90s, and the older methods are, again, super impressive hobbyist passion projects now. Digital painting made physical painting less viable in an economy of scale, but way more impressive as an art form. These kinds of changes always really fucking suck for some people, but you can't really prevent them without stifling human development in general.

But.

The entertainment industry wants to make it suck way more than it has to for everyone but their executives and shareholders. They want to have their cake and eat it too. They want to take advantage of the inherent marketing power of celebrity culture without ACTUALLY involving, let alone paying, the people whose names and likenesses they're using. That, I hope we can all agree, is vile.

Now, the logical endpoint of this is that we push back against that, and as an alternative we get more fictional celebrities in the near-ish future, and as a Vocaloid fan, theoretically, I dont see much of a problem with that. Theoretically, at least. In the best case scenario, I think it could be a lot of fun! But the problem is, well...

See, in the early days, Vocaloid producers tended to take a very backstage role. Very few people were fans of specific producers; they were fans of Miku or any other character. Eventually, though, producers just kind of came more into the spotlight on their own because everyone has their own style and taste. We still love the characters, but we all started to notice when half our favorite songs by Miku were produced by the same person, well, perhaps we were fans of that producer as well!

But in American-born entertainment culture...

You may notice that CGI was conspicuously absent from my Technology Marches On breakdown. That's because while, yes, it has made for an interesting highlight of practical effects, with love for the work and nostalgia for their jank the same way other new art media has shone a spotlight on its predecessors, it hasn't actually gotten to be recognized as an art form the way the others listed have. We've barely moved on from the attitude that got Tron disqualified from the Academy Awards for SFX because "the computer did those effects, not you" (in 1982). In fact, I'm strongly of the belief that if Disney were a halfway decent company, they would be bragging about how they're pioneering photorealistic animation, rather than trying to pass off 90+% CGI animated films, usually (but not always; see: The Lion King remake) with live celebrity actors' faces composited in, as "live-action". Instead, they treat the VFX department as mindless dancing monkeys, and perpetuate the idea that VFX is just "select material, press button, get polished scene" - because to brag about it as its own art form might imply that the people doing it are skilled artists who deserve to be paid fairly and treated like human beings, and oh, we can't have THAT, now can we?

VFX labor is all hidden; very few people have a favorite VFX artist or director, instead we treat the artists, who put the time and effort into wrangling code and semiconductors and routines and layers into creating a professional-looking end product, as just part of the machine themselves, to save the companies some money - and culturally, I fear we're well on the way to regarding AI exactly the same way but worse.

As such, I fear that we wouldn't have the same effect with any digital idols produced by Silicon Valley.

Now, I don't fear virtual celebrities being able to fully replace human ones. Half of the draw of celebrity culture is the illusion of human connection. As much as the word "parasociality" has grown to be associated with only the negative effects of this, in reality, it's also the driving mechanism behind why representation matters. It's fun to be able to feel a connection to a fictional celebrity, but it doesn't replace the feeling of knowing that your fave is a human being with a real life - ...whether you use that knowledge for better or worse.

What I do fear is the fight against using AI to replicate real humans without their input, or with their manufactured consent, being long and drawn-out and doing a lot of harm before we can fully put a lock on it, and virtual celebrities being used to hide the work that the human directors and producers put into them for the sake of saving a parent company a buck.

#not art #it's always #ALWAYS the damned devaluation of newer art forms that causes all the problems