The Truth Behind HYBE’s “Controversial” MIDNATT Project Is Finally Revealed — It’s Not What Netizens Expected

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At the start of the month, HYBE had fans talking after they released a trailer for a new project named “MIDNATT.”

Your browser does not support video.The first teaser of MIDNATT | HYBE LABELS/YouTubeYour browser does not support video.The second teaser for the video | HYBE LABELS/YouTube   

When the videos and teasers were released, amid controversy about Weverse and dynamic ticket pricing, fans were disappointed to discover that MIDNATT is not a new group but rather an AI creation.

me trying to hack bighit’s system and delete every AI related thing they’re about to drop pic.twitter.com/vB2K97gguL

— mar (@escape0x1) May 1, 2023

so you’re telling me bighit ended the trainee a project to do another project involving fucking AI’s…. BE FUCKING SERIOUS BIGHIT

— WHO’s nonna (@nonnanextdoor) May 1, 2023

On May 15, the video was revealed for MIDNATT’s track “Masquerade.” The video seemed as mysterious as the teasers…

Your browser does not support video.The “Masquerade” video for MIDNATT | HYBE LABELS/YouTubeYour browser does not support video.| HYBE LABELS/YouTube   

But fans quickly recognized a familiar face and also a familiar voice on the track. It was revealed that MIDNATT was not a new group or something created by AI, but it was actually a new path for veteran HYBE artist Lee Hyun.

HYBE artist Lee Hyun | Naver

An article about the project revealed that the AI portion of the project was to allow the song to be sung in different languages. It was seen by the options on YouTube to have the song dubbed into six languages.

The MIDNATT video can have its track changed to different languages with the help of AI | HYBE LABELS/YouTube

The name “MIDNATT” was said to be translated as “middle of the night’ in Swedish or “bare face” in Korean. It’s the first collaboration between one of Hybe’s labels and Hybe IM.

The technology used in the track allowed the dubbed version of the song to sound like they’re being sung by a native speaker. They took Lee Hyun’s voice and used the Supertone software to make Midnatt’s voice data sound like a native-speaking narrator.

| Fast Company

Yet, while it was shocking to fans, an interview with one of the artists of BigHit Entertainment, Lee Hyun, revealed the motive behind the project that earned such mixed reviews.

While my new identity may feel unfamiliar to fans, my goal has always been to reach the global audience. Rising above the language barriers would be the first step in this journey.

— Lee Hyun

The new Spotify profile for MIDNATT | SpotifyThe description for MIDNATT | Spotify

After the video and interview revealed the truth behind MIDNATT, it wasn’t surprising that netizens voiced their anger about the marketing strategy.

While it did raise intrigue, it painted a negative image of the project, and many thought that if they had marketed it as Lee Hyun’s alter ego, it would’ve had a lot more positive reactions. In particular, the initial fear of AI not allowing real artists to shine was proven false as Lee Hyun has found a new career path to allow his talents to shine.

People out here are the worst. Midnatt is not an AI artist, is Lee Hyun alter ego (like August D is the alter ego for Suga) https://t.co/9dOYCxKy74 pic.twitter.com/5DxCHh4ivW

— 𝖑𝖔𝖚. (@lou6l9) May 15, 2023

the moment i heard lee hyun’s voice i knew we were gagged by bh sjdjjs it wasn’t a new artist nor an ai artist but hyun’s alter ego like suga with agust d.. bighit crazy fr

— btxt archive THE PLANET D-DAY (@0X1_1304) May 15, 2023

Lee Hyun re-debuting as MIDNATT and with a new persona like YOU LOOK SO FINE pic.twitter.com/sMY0MLOfbI

— nba wife yas (@soobwhat) May 15, 2023

Midnatt is LEE HYUN!?!? SHSHSH the way we FUMED thinking this was an ai project or sumn https://t.co/BlGZdcmmtq

— madi⁷ (@yoongichy) May 15, 2023

Considering the negative reaction surrounding the project, and the focus on AI, many fans are still angry that HYBE’s vagueness overshadowed Lee Hyun’s talent and the possibility of a huge reveal of a new chapter in his career.

You can read more about fans’ initial worries below.

Who Or What Is MIDNATT? Unmasking HYBE’s Mysterious New Project

Source: Koreaboo – Read More

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