Nicole Scherzinger at IFA Berlin 2024: Listen To Your Heart’s Whisper

We had the opportunity to spend a day at IFA Berlin 2024, exploring the newest trends and innovations in Home & Entertainment, Fitness & Digital Health, Audio, Video & Content Creation, and more. One of the highlights was attending a ‘Fireside Chat’ with Nicole Scherzinger, where she discussed “how tech has transformed the entertainment industry.”

The American singer, best known as the lead vocalist of The Pussycat Dolls, appeared on the Innovation Stage — may we say, looking absolutely stunning — shortly after 11:15 on a Saturday morning.

The first part of the interview focused on the innovation of her music career, which has spanned over two decades. Scherzinger spoke passionately about her role in Andrew Lloyd Weber’s musical SUNSET BLVD, set to premiere on Broadway on September 28 (the music was previously performed in Savoy Theater in London West End).

As the singer explained, portraying Norma Desmond, a former silent film star, has allowed her to showcase new dimensions of her talent as a singer and actress, helping her break free from typecasting and stereotypes that have often followed her throughout her career — a challenge many creatives face.

When discussing innovation in the entertainment industry, Scherzinger named music streaming and social media as the biggest game-changers in the industry. She particularly emphasized the role social media plays in shaping the perception of public figures and celebrities, placing them under constant scrutiny.

Reflecting on her own social media presence, Scherzinger highlighted the importance of ‘authenticity’ and moving away from the idea of perfection in artists’ content creation. She also shared how posting behind-the-scenes and rather personal content has helped her engage and connect with her fans on a deeper level, making them feel part of her journey.

The conversation also touched on her human rights initiatives, particularly her role as an ambassador for the Special Olympics in Berlin 2023. The singer shared that her deep passion for inclusion and equality was inspired by her aunt, who has Down Syndrome. She also revealed her dream of creating an app called ‘Mana,’ which would empower people and provide them with the love they need to embrace their true selves — ‘Mana’ meaning ‘supernatural force’ in Melanesian and Polynesian cultures.

When asked what technology she would like to invent, Scherzinger envisioned a tool that could transcribe one’s thoughts and heart (as for emotions) directly into a song. Considering the rapid advancements in AI, such an invention might not be far off.

Surprisingly, AI was not discussed during the chat, which felt like a missed opportunity to have an artist of such capacity talk about the impact of AI on music and the balance between technology and human creativity, especially in connection with authenticity and music rights.

The interview concluded with Scherzinger's ultimate advice to aspiring artists: “Listen to your heart’s whisper.” She reminded everyone that fear of failure often keeps us from trying new things and exploring new possibilities. However, as Nicole said, by tuning into our inner voice, we can discover our unique calling and purpose. What an inspiring end to a captivating conversation.