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Miquela Sousa, or Lil Miquela, is a fictional American character created by Trevor McFedries and Sara DeCou.[1] The project began in 2016 as an Instagram profile.[2] The account details a fictional narrative which presents Miquela as a CGI character and model in conflict with other digital projects while marketing a variety of brands, primarily in fashion. As a marketing tool, Miquela has been featured in product endorsements for streetwear and luxury brands such as Calvin Klein and Prada. By April 2018, the account had amassed more than a million followers.[3] As of February 2022^[update], Miquela has over 3.1 million instagram followers.[4]

Miquela
Also known as	Miquela Sousa Miquela
Origin	Los Angeles, California, United States
Genres	R&B electronic pop
Occupation(s)	Singer Instagram personality Digital art model
Instrument(s)	vocals
Years active	2016–present
Labels	Brud Records

Origins

The character Miquela is a teenaged Instagram model from Downey, California.[5] Miquela's first Instagram post was made on April 23, 2016. British model Emily Bador was rumored to be Miquela; Bador has denied managing the account but openly acknowledged the physical similarity between herself and the character.[6]

In April 2018, Brud, a Los Angeles-based startup led by McFedries, announced that it was the creator of both the character and the Instagram account.[7]

Storyline

Miquela Sousa was created with the background of being a Brazilian-American 19-year-old. She has accounts on Twitter, Tumblr, and Instagram.[1] She is also active on YouTube[8] and TikTok [9]

In April 2018, a second, similar character known as Bermuda "hacked" the Miquela account, deleting all photos of Miquela and replacing them with photos of the Bermuda character. Miquela and Bermuda were then revealed to both be characters created by Trevor McFedries and Sara Decou of Brud. The two online personas then began posting pictures together, and eventually the account was again run by Miquela's team. This narrative positioned the Miquela character as a social justice activist. In 2020, Miquela "consciously uncoupled" from her "human" boyfriend as a part of the storyline.[1]

Fashion collaborations

The character has been pictured with a number of celebrities including Diplo, Molly Soda, Millie Bobby Brown, Nile Rogers, Shane Dawson, Samantha Urbani and Pabllo Vittar.[8] She has been "interviewed" or profiled in a number of publications including Refinery29,[10] Vogue,[11] Buzzfeed,[12] v-files, Nylon,[13] the Guardian,[14] Business of Fashion,[15] and The Cut.[1] She appeared on the cover of Highsnobiety in April 2018.[16]

She has also been featured in the magazines V[17] and Paper.[18]In February 2018, the character did an Instagram takeover for Prada as part of Milan Fashion Week. On May 16, she did a Calvin Klein ad with Bella Hadid, in which both were animated, in addition to a collaboration with Samsung. That year Miquela was hired as a contributing arts editor to the magazine Dazed. In 2020, Miquela became the first digital avatar to sign with a talent agency when a contract was signed with CAA—becoming its first virtual client. It was discovered at the time that Miquela had previously been represented by WME.

Online presence

The character has been pictured with a number of celebrities including Diplo, Molly Soda, Millie Bobby Brown, Nile Rogers, Shane Dawson, Samantha Urbani and Pabllo Vittar.[19] and has been "interviewed" or profiled in a number of publications including Refinery29, Vogue, BuzzFeed, v-files, Nylon, the Guardian, Business of Fashion, and The Cut. It appeared on the cover of Highsnobiety in April 2018.[20] In February 2018, the character did an Instagram takeover for Prada as part of Milan Fashion Week. On May 16, it did a Calvin Klein ad with Bella Hadid, in which both were animated.[21] They were shown kissing each other,[22] which sparked accusations of queer-baiting. Calvin Klein then went on to apologize amidst the deep criticism, stating that their concept was to "promote freedom of expression for a wide range of identities, including a spectrum of gender and sexual identities".[23]

In April 2018, a second, similar character known as Bermuda[24] "hacked" into the Miquela account, deleting all photos of Miquela and replacing them with photos of the Bermuda character. Lil Miquela and Bermuda were then revealed to both be characters created by Trevor McFedries and Sara Decou of Brud.[7][25] The two online personas then began posting pictures together, and eventually the account was again run by Miquela's team.[26][27]

This narrative positioned the Miquela character as a social justice activist, something considered problematic when seen in tandem with its use as a marketing tool.[28]

During 2019 Coachella, she took a picture with Spanish singer Rosalía.[29]

Discography

Singles

Title	Year	Album
"Not Mine"	2017	Non-album singles
"Over You"
"You Should Be Alone"	2018
"Hate Me (with Baauer)"
"Right Back"	2019
"Sleeping In"
"Money"
"Wasted"
"Automatic"
"Speak Up"	2020
"Machine (featuring. Teyana Taylor)"
"#MiquelaCovers"
"Hard Feelings"
"Masterpiece"	2022	TBA

Guest appearances

Title	Artist	Year	Album
"Sims (Miquela Remix)"	Lauv	2019	How I'm Feeling (The Extras)

Music career

Trevor McFedries, a cofounder of Brud, is a music producer and DJed known as Yung Skeeter.[1] The use of Miquela as a virtual musician has been compared to Gorillaz and Hatsune Miku.[5] In August 2017, Miquela released its first single, "Not Mine".[30]

The Miquela character has released several singles since its debut with "Not Mine", including "You Should be Alone", "Over You", "Right Back", and a collaboration with Baauer titled "Hate Me". She released two new singles on July 31 called "Money" and "Sleeping In".

Social impact

In June 2018, Miquela was named one of Time’s 25 Most Influential People on the Internet along with fellow fashion peers DietPrada (duo composed of Lindsey Schuyler and Tony Liu) and celebrated musicians Rihanna and BTS.[31]

See also

• Virtual influencer

References

External links

• Lil Miquela on Instagram

На других языках

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- [en] Miquela

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[es] Lil Miquela

Miquela Sousa o Lil Miquela, es un personaje que fue creado por Trevor McFedries y Sara DeCou.[1] El proyecto empezó el 2016 como un perfil de Instagram.[2] La cuenta relata una narrativa ficticia en que se presenta Miquela, un personaje de animación de ordenador y una modelo, que comercializa varias marcas, principalmente de moda. Como herramienta de marketing, Lil Miquela ha sido presentada como un personaje a favor de los productos streetwear y marcas de lujo como Calvin Klein y Prada; aun así, el personaje se encuentra en pugna con otros proyectos digitales. En 2017 salió a recorrer las calles de Los Ángeles como un prototipo de robótica ya que tuvo mucho impacto por las redes sociales e intentaron crearla de "carne y hueso". En abril de 2018, la cuenta ya había acumulado más de un millón de seguidores y, en octubre de 2020, estaba por encima de 2,8 millones.[3] [4]

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[fr] Lil Miquela

Lil Miquela (ou Miquela Sousa) est une influenceuse, mannequin et chanteuse américaine de fiction créé en 2016 sur un logiciel d’imagerie 3D par deux Américains, Trevor McFedries et Sara DeCou. Sous l’apparence d’une jeune adulte de 19 ans, elle « vit » sur le réseau social Instagram où son compte cumule plus de 3,1 millions d'abonnés fin 2020[1],[2].

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