Digital Human Casting Project Launches! ~Turning Tachikawa Shiraku's Rakugo into Global Content~

In recent years, with the dramatic advancement of generative AI technology, efforts toward the practical application of " digital humans "—figures that look remarkably like humans and move with complete freedom—are progressing across various industries.

While our previous article explored the potential of digital humans in Japan's entertainment industry, this time we focus on traditional performing arts.

Major talent agency Watanabe Entertainment has launched a joint casting venture with Dentsu Inc. As the first initiative, they created a digital human modeled after Shiraku Tachikawa.

Aaron Zhou from Dentsu Inc. BX Creative Center, who oversees this project, explains the collaboration with Shiraku Tachikawa.

Transcending language and time barriers to globally promote Japan's traditional performing arts

Traditional performing arts cherished in Japan for centuries—such as Noh, Bunraku, Kabuki, and Rakugo—enjoy enduring popularity not only domestically but also overseas. While visitors to Japan attend performances here, recent years have also seen traditional arts crossing oceans to challenge overseas performances.

However, the language barrier remains a significant obstacle, often preventing the full transmission of the emotion and humor these arts generate. Furthermore, with a limited pool of practitioners, expanding activities worldwide while maintaining domestic work is realistically quite challenging.

While renowned rakugo performers, for instance, belong to talent agencies and are active primarily in media, as mentioned previously, traditional casting methods inevitably face constraints of time and travel. This sometimes prevents them from fully meeting the needs of businesses and society.

The use of digital humans holds significant potential as a means to solve these challenges and create new value.

Digital human utilization is a highly engaging and flexible communication method, particularly effective in digital media such as social media, video content, and metaverse spaces. The dramatic advancement of generative AI technology in recent years has enabled digital humans to react in real time and engage in free-flowing conversations more naturally and smoothly. Their deployment is accelerating across various fields, starting with advertising.

Watanabe × Dentsu Inc. New Venture: Aiming to Expand Real Talent

Therefore, the Dentsu Group in Japan has launched a joint digital human casting business with major talent agency Watanabe Entertainment.

As the first initiative of this joint venture, they created a digital human of rakugo storyteller Shiraku Tatekawa, who belongs to Watanabe Entertainment.

The completed digital human. The background image features "chrysanthemums" designed by floral designer Masaru Akai, inspired by Shiraku Tatekawa's digital human.

Utilizing Shiraku's digital human will enable performances of rakugo pieces in his own voice anytime, anywhere, transcending time and location constraints, as well as facilitating communication through free conversation.

Looking ahead, we aim to utilize generative AI technology to create multilingual models, expanding Shiraku's rakugo globally as international content. Furthermore, we plan to challenge ourselves to create new experiences unique to digital humans. For example, we will have the AI learn all patterns of Shiraku's "makura" (the introductory banter before the main story, often involving small talk or explaining key points of the main topic) and then generate new "makura" content.

For example, in the classic rakugo piece "Shinigami" (The Grim Reaper) performed during this shoot, Shiraku-san's signature arrangement involves weaving current events into the incantation he chants. By having the AI learn these arrangement patterns and external world information, it might become possible to create arrangements incorporating timely topics, even local overseas references.

"Shinigami" – a universally relatable theme, yet challenging to perform

How does Shiraku-san himself view this groundbreaking initiative? Aaron Zu, who oversees this joint project, asked him.

Aaron: Thank you for your cooperation in creating this digital human. I imagine this is a new endeavor for you too, Master Shiraku. How was it?

Tachikawa Shiraku (hereafter Shiraku): It's an interesting project, isn't it? I've always been very interested in expressing rakugo in the languages of various countries.

Aaron: I see.

Shiraku: The idea of having AI do that is quite unique, isn't it? That's why I decided to take on this challenge.

Aaron: Thank you. Why did you choose "The Grim Reaper" from among so many stories?

Shiraku: "The Grim Reaper" is said to be based on Grimm's Fairy Tales and opera. Plus, it's a subject foreign audiences can easily imagine.

Aaron: It certainly seems like a piece that would translate well into multiple languages.

Shiraku: However, while "The Grim Reaper" is simple and easy to understand as a subject, performing it actually requires extremely advanced skill. It's probably impossible for a disciple level performer.

Aaron: I see. That's precisely why having Shiraku-sensei's digital human perform it holds such great value. We will advance our project to deliver the appeal of rakugo, Japan's outstanding cultural content, to the entire world. We look forward to your continued support!

This initiative expands the potential of Japan's outstanding content, taking on new challenges not only in the physical world but also in the digital realm. Moving forward, we will oversee the production of digital humans, plan and implement content branding utilizing digital humans, and handle casting for corporate marketing activities. Starting with the project with Watanabe Entertainment, companies within the Dentsu Group in Japan will collaborate with various partners to advance these efforts.

Furthermore, by leveraging digital humans to reimagine traditional content with AI technology, we aim to enhance talent management capabilities, streamline production workflows, and achieve greater diversification of talent content than ever before.

If you are interested, please feel free to contact us.

[Business Inquiries]
Dentsu Inc. BX Creative Center
Aaron Z. Zhu
Contact: https://dentsu-bxcr.com/contact