An up-and-coming South Carolina musician is now starting to attract tens of thousands of listeners online and is being picked up by media outlets across our state…but there’s only one problem: he isn’t real.

Rowan Hart, described as a 24-year-old University of South Carolina graduate who bartends in Columbia’s Five Points, is marketed as a soulful, up-and-coming singer with Southern roots.

As Hart’s streaming numbers climbed, criticism mounted. Local musicians have accused the project of blurring ethical lines and threatening an industry already wrestling with AI’s rapid expansion. The most controversial element: Hart’s creator, Steve Varholy, did not disclose on streaming platforms that Hart’s voice is AI-generated, leaving many listeners unaware the singer is fictional.

Hart’s bio des

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