How does a band that doesn’t exist win a Grammy and sell out arenas?
For twenty-plus years, Gorillaz have lived in that contradiction, and turned it into a working model for pop.
Gorillaz arrived just as the internet stopped being a novelty and became the default, with broadband lifting daily use through the early and mid-2000s; that shift made it easy for a cartoon band to feel present in homes and forums the way flesh-and-blood acts once needed TV to do.
By 2005, U.S. broadband adoption had overtaken dial-up, and by the first half of the 2010s, a clear majority of adults were online, which widened the runway for music that lived across videos, games, and message boards rather than just on the radio.
The same culture later embraced full virtual stars, from Japan’s Hatsune Miku, whose crowdsourced momentum turned a voicebank into a touring idol, to today’s CG influencers like Lil Miquela, proof that audiences were increasingly comfortable connecting with avatars as performers.
Gorillaz kept pace by treating the band like a media universe instead of a fixed lineup, culminating in stunts like the 2022 augmented-reality “Skinny Ape” takeovers of Times Square and Piccadilly Circus, where thousands watched the group tower over the skyline via their phones.
They began as a joke shared on a couch, two flatmates watching MTV and wondering whether the pop conveyor belt could be answered with something stranger and more honest, a band that wasn’t made of people at all but of drawings that could do and say things flesh-and-blood stars couldn’t; Jamie Hewlett would sketch, Damon Albarn would write, and the characters — 2-D, Murdoc, Noodle, and Russel, would carry the message out into the world.
The origin story’s been told by them in interviews many times; one early account describes the pair zoning out in front of MTV and deciding a cartoon group could be the sharpest comment on what they were seeing.
Out of that half-serious spark came a debut single, “Clint Eastwood,” that drifted in like a daydream, Del the Funky Homosapien’s verses riding a spooky melodica hook and Albarn’s sighing chorus tying the whole thing into a sing-along that still feels like a late night on a loop.
What happened next is the part that still surprises people: a fictional quartet sold real records by the million, toured the planet, and collected the kind of industry hardware typically reserved for chart fixtures.
Guinness World Records has recognised Gorillaz as the biggest-selling virtual band, a neat way to label a project that has always defied neat labels.
The second album, 2005’s Demon Days, pushed the project from cult to mainstream fixture, and the live shows that followed, full performances of the album at Manchester Opera House, were staged like a pop orchestra pit crossed with a radio play, guest musicians appearing as shadows or silhouettes while Hewlett’s images did the talking.
Contemporary reviews caught the ambition and the scale; one described the production as the sort of logistics trial that could rattle a hardened road crew, only to land as a triumph on the night.
If you want a bite-size measure of how perception shifted, The Guardian’s Alexis Petridis wrote of Demon Days, “On first listen, it’s awful. But… full of buried treasure,” a line that reads now like a prediction: the record rewarded time, and time made converts.
Around those shows, the band kept bending the format. They appeared as giant “holograms” at the 2005 MTV Europe Music Awards, then opened the 2006 Grammys with Madonna in a hybrid of projected avatars and live performance, a tech-theatre flourish that explained the project to millions in four minutes flat.
By the time Plastic Beach arrived in 2010, the guest list read like a collector’s shelf: Lou Reed deadpanning over synths, Bobby Womack pouring lightning into a hook, Snoop Dogg stepping in like a ringmaster.
Pitchfork nailed the album’s strange magic in one clean sentence,“Joke’s over, Gorillaz are real,” which is as good a thumbnail for their 21st-century trick as any.
The concept never stood still: what began as Hewlett’s drawings and Albarn’s songs grew into a whole fictional history told through CDs, DVDs, books, websites, and later social feeds and mini-stories such as The Book of Noodle and The Book of Russel, little postcards that kept the characters’ lives moving between records.
The 2010s and early 2020s showed how a project built on flexibility could outpace old release calendars.
Song Machine, launched in 2020, swapped the album-first mindset for a rolling series of “episodes,” each with its own guest list and visual, a structure that suited an always-on culture without reducing the music to pure content.
As releases with Robert Smith, St. Vincent, Beck, slowthai, and more dropped in a steady rhythm, interviews and announcements framed Song Machine as a portal, music when it was ready, animation when it helped the story, and a live stream when the moment called for it.
That live stream became a lifeline when touring paused in 2020, with the band performing from their “Kong Studios” set in a way that made the animated and the human share the same air for an hour; it felt like an answer to a question they’d been asking since the couch.
If there’s a single cut that captures how the project moves between mediums, it’s “Feel Good Inc.,” a late-night pulse topped by De La Soul’s mischievous asides and a chorus that turns into a chant in any room.
The track’s history runs through awards shows and club systems, and it remains one of the cleanest entry points into the catalogue, which is why it still belongs in any piece trying to explain the draw.
What keeps the story fresh is the way Albarn and Hewlett keep finding new venues, both in a literal and digital sense, for the same core idea.
In December 2022, Gorillaz took over Times Square and Piccadilly Circus with an augmented reality performance for “Skinny Ape,” asking fans to aim their phones at two of the world’s busiest crossroads and watch the band tower over the buildings.
Google detailed the project, Pitchfork announced the dates, and on the day, you could see crowds craning upward as if an animated mural had come to life and started to sing.
That push into AR wasn’t a replacement for a real tour but another tile in the mosaic; the live band remains a draw because it brings the cartoons into physical space without breaking the spell, a balance they’ve been refining since Demon Days Live.
Charts aren’t the measure of everything here, but they do help trace momentum. Cracker Island returned Gorillaz to No.1 on the UK Albums Chart in March 2023; their first UK leader since Demon Days.
By then, the “virtual band” label felt more like a shorthand than a definition; the practical truth is that Gorillaz is a shape-shifter, sometimes a pop group, sometimes a film studio, sometimes an art project with a touring arm.
Guinness has the tidy phrase for it, “biggest-selling virtual band,” but the disks on the wall and the queues at venues tell a simpler story: people show up.
Ask fans why, and you’ll get a hundred answers: the scrapbook of voices across Plastic Beach, the way “On Melancholy Hill” makes a room sway in unison, the thrill of seeing a cartoon bassist snarl at a camera while a horn section explodes off to the side.
Critics, for their part, eventually stopped writing about the gimmick and started writing about records; that’s what Petridis was getting at when he called Demon Days a grower with “buried treasure,” and what Pitchfork meant with its “Gorillaz are real” aside; you can’t argue with songs that outlive their press cycles.
Meanwhile, Hewlett has kept drawing and redrawing the characters so they age in their own sideways way, the look shifting from inky grime to glossy neon to sun-bleached palettes as the albums change, which keeps the videos from feeling like museum pieces and gives the live screens a reason to evolve.
The longer arc includes something else too: a full-on anniversary victory lap in 2025, with an interactive “House of Kong” exhibition in London and a run of intimate shows tied to it, the kind of event that turns a quarter-century into a playable museum.
Details promise a chance to walk through the project’s history and catch special gigs along the way, a format that suits a band that has always been as much a place as a lineup.
That’s the paradox in the title: this isn’t a fake band that fooled anyone, it’s a real band that found a mask that fits, swapping faces and mediums as needed so the songs could reach whoever needed them.
If the couch in the late 90s gave them the prompt, every step since, using holograms, shadow plays, livestreams, AR stunts, touring ensembles, and guest lists that feel like mixtapes, has been a way to test how far that prompt can travel without losing its heart.
You can measure the journey by Guinness records, Grammys, and BRIT nods, or by seeing a teenager in a Gorillaz tee mouthing Del’s verse in “Clint Eastwood” while their parents hum along to the chorus; both are proof.
And that’s why the project still clicks: the avatars are a door, not a wall. They invite in collaborators from Lou Reed to Bad Bunny, give shy kids a way to dance without being looked at, and let a songwriter try on voices without getting trapped in one.
Most bands spend years trying to feel bigger; Gorillaz figured out how to be bigger and smaller at once; huge on a billboard, intimate in your headphones, and, when they want, right there in the square, stepping over the traffic while you hold up your phone.
You might also like:
- The Green Beat: How the Music Industry Is Responding to Climate Change
- The Ultimate Guide to Indie Music — broad explainer on independence/DIY
- How Much Do Artists Make on Spotify in 2025? (Clear Answers, Current Sources)
- Bob Dylan—Donald Trump—William James… The Heart Connection
- The Unravelling of the Quandale Dingle Meme: An Internet Phenomenon
- What is a TikTok Rizz Party? The Bizarre Viral Phenomenon Explained
