Traditional spectral unmixing methods are usually based on the linear mixture model (LMM) or nonlinear mixture model (NLMM), in which only the additive noise is considered. However, in hyperspectral applications, the additive, multiplicative, and mixed noises play important roles. In this paper, we propose an antinoise model for hyperspectral unmixing. In the antinoise model, all the additive, multiplicative and mixed noises are addressed. To deal with the problems faced by LMM or NLMM and to tackle the antinoise model, an antinoise model based hyperspectral unmixing method is presented, where block coordinate descent is employed to solve an approximated L0 norm constraint, then a nonnegative matrix factorization (NMF) method is presented, which is based on the bounded Itakura-Saito divergence. The experimental results on both synthetic and real hyperspectral data sets demonstrate the efficacy of the proposed model and the corresponding method.