Basura
- You don't need to live by a data center to hear the noise they emit.
- There's a plushie that emits the hum of a real-life data center in Virginia when it's hugged.
- The doll is part of a satirical art project called "Adopt a Data Center."
Plushies are getting weirder every day.
Bezzy is a gray handmade plushie with round eyes, a disarming smile, and a server-rack abdomen that plays the grating, mind-numbing hum of a data center when you squeeze it.
The sound is actually a recording made outside a real-life data center in Virginia.
"We actually got quite a few different recordings. It's a weird process to have to go through," Rajeev Basu, the artist behind the toy, told Business Insider. "I had to sit there listening to various screeching sounds on my computer, and we picked the one that would be most well-suited for the toy."
"It's terrifying. I wouldn't wish it upon anyone," he added.
Basu is the founder of New York-based creative studio, Basura. The studio worked alongside Big Data, a musical project by Alan Wilkis, to create a satirical art project called "Adopt a Data Center." The project highlights the realities of living near one.
"We're both inspired by this relationship between humans and machines," Basu said.
Basura
After OpenAI launched ChatGPT in 2022, major players and new startups in the tech industry entered a global race to develop advanced AI systems. Companies like Microsoft, Meta, Google, and Anthropic need massive new data centers to power their ambitious products.
As they began to sprout all over the country, Americans living near them began to bristle.
Critics say the benefits — like the potential for economic growth and new jobs — don't outweigh the risks. They worry data centers can worsen the environment, strain electrical grids, deplete water resources, and disrupt daily life. It's led to nationwide protests against them and to some towns and cities banning them altogether.
Americans living near data centers have also complained that the facilities can emit a constant hum akin to a loud drone or an airplane engine. Basu said data centers have become a regular topic in the news, but reading reports about the facilities is much different from having one in your backyard.
"You might not have a data center in your backyard right now, but with what some of these maps show with proposed plans, one could be in your backyard sooner than you think," Basu said.
Basura interviewed dozens of people across the US who live near data centers for the project, which took about six months to complete.
"Although our project is satirical, we wanted to make sure that everything was rooted in true research," Basu said.
In addition to the Bezzy dolls, the artists made stickers featuring phrases such as "Open your heart and your power grid" and "Please adopt me, I love GPU." A series of bumper stickers features tongue-in-cheek messages such as "Honk if you love computational infrastructure."
Basura
Basu said they wanted "Adopt a Data Center" to have an educational aspect, so the campaign's website has hyperlinks to research and reporting about AI and data centers.
"With a lot of my work over the years, it often uses human irreverence as a hook to invite people who might not necessarily be paying attention or have given it a second look to try and learn a bit more," Basu said.
Launched in September, the 20 limited-edition Bezzy dolls are already sold out.
Although the toy industry has struggled in recent years, millennials and zoomers have been softening the blow by driving up plushie sales. Market research company Circana said that people 18 and older accounted for over $1.5 billion in toy sales during the last three months of 2024.
"It's something that is so timely," Basu said. "It's quite a heavy and serious subject, so we're trying to find a way to help more folks learn about it."