Higgsfield Launches AI Record Label, Debuts Virtual Idol Kion With $50M Deal

Higgsfield Records has launched what it calls the music industry’s first artificial-intelligence record label and introduced Kion, an AI-generated K-pop performer. According to company statements posted online, multi-million-dollar contracts are already under negotiation, including a $50 million deal and a separate $1 million endorsement agreement with fashion house Fendi that was arranged within 24 hours of the artist’s debut. Higgsfield says the system behind Kion handles vocals, choreography, styling and marketing, allowing the virtual entertainer to release music and videos without human performers. The company adds that Kion holds an ownership stake in the label, a structure it argues contrasts with traditional K-pop contracts that often leave human artists with little equity. The launch underscores growing investor and industry interest in generative AI tools that can mimic popular singers and accelerate content production, prompting questions about how labels, studios and artists will adapt as synthetic performers enter the commercial mainstream.