T hip-hop artist on the scene and he has superlative staying power. This extraordinary rapper, who stands about 150 centimetres tall and weighs in at 100 kilograms, is not only capable of promoting his album on radio and television and making appearances nationwide, but he's able to stick to a exhausting schedule without any complaints.

And much to his label's delight, he's unlikely be accused of taking drugs or fathering an unborn child. Even his looks - orange hair, red dreadlocks and blue skin - are not that outrageous in today's anything-goes culture.

But Dooka Dinz isn't superhuman. He's Thailand's first cyber-star and was created by RS Public Company after eight months of extensive research on consumers' perceptions.

Among the questions posed to consumers were "What would you like to know about your favourite artist?" and "How would you like the artist to behave?"

The survey found that fans had impossible expectations of their favourite stars, wanting them to perform longer and nearer their homes, making it almost impossible for the stars to have a personal life.

"Human celebrities would be exhausted if they tried to do what consumers wanted within a three-month period of releasing an album. But DDZ can handle a schedule like that with no problem at all," says Prasong Rungsmaithong, deputy managing director of the record company.

In fact, Dooka Dinz, aka DDZ, whose name comes from the computerised sound of an alien's voice, isn't the first non-human star in the Kingdom's music circle. Music Television Network used to have two good-looking cartoon characters who went on to become presenters of a cellphone brand. There's also the animated rock band, Gorillaz and the cartoon disc jockey, Crazy Fog.

DDZ is targeting the new generation, which RS defines as students aged 14 up as well as recent graduates. These youngsters are interested in IT, are self-confident and believe in enjoying life to the fullest.

According to the press release, the new cyber star was born on Planet DZ7, a place that fosters its population's appreciation of hip-hop. DDZ's family members have different gifts and reputations, with the young star's dream of fame coming true when he released his first dance-hip-hop song, "Tho Ma Tham Mai" ("Why Did You Call?").

"It's a song about a broken heart," says the hip-hopper. "I had never seen a mobile phone before coming to Planet Earth and I didn't understand why people didn't talk face-to-face."

There are other things DDZ doesn't like about the human world like the sound of car horns and doors slamming. He is keen on soccer and extreme sport, though, and his favourite food is pizza. He's knowledgeable about the latest technology and is good at languages. He also loves the environment.

And while his favourite music is hip-hop, he likes it mixed with rock, dance, R&B and hardcore.

His contract is with Big Blue Records, RS' sub-label but his deal is a bit different from the company's other artists. While they have to promote their albums for three months, DDZ's tracks are being released as singles until the end of the year.

"DDZ's music is mostly based on quick tempo tracks according to his character, target group and business," says Prasong. "It has greater digital content, meaning it can be allocated more space on websites and with several partners."

Moreover, the cyber artist's music isn't being released in CD format but by digital download via Samart's I-Mobile, meaning that buyers purchase the copyright of the songs over a period of time.

All 10 of the hip-hopper's songs will eventually be available, but the cyber star's fans can get the first two tracks now by buying the mobile's 309DDZ model when it goes on sale today. The 309DDZ mobile also plays MP3s.

"You must buy the mobile to get the first two songs," says Prasong, adding that once the customer is kitted out with the 309DDZ, all the songs can be downloaded from the I-Mobile website.

Right now, the music company is busy promoting DDZ on TV, radio, MTV, Channel [V], shaker screen, magazines, newspapers and several other entertainment places.

How does a cyber star perform on stage?

"Live concerts will be unusual and venues are limited," Prasong admits. "We can't arrange outdoor shows or daytime concerts because we need to control the lighting, so DDZ will only perform at night. It's showbiz with new techniques."

Cyber stardom is not going to stop at hip-hop - the company is also looking at other possibilities.

"Maybe a boy band or girl group," says Prasong with a grin. "If DDZ's feedback goes well, the next will be... whatever."

Kitchana Lersakvanitchakul

The Nation