Photo credit: venturebeat.com
Cover Corp. has embarked on a venture to introduce VTuber culture to audiences in the U.S., testing the waters on whether these virtual creators can gain popularity beyond their massive following in Asia. VTubers are performers who bring animated avatars to life through voice acting, engaging fans in live concerts and streams.
The Japanese talent agency aims to replicate the success of VTubers in entertainment hotspots like Los Angeles, where human performers provide the voice and motion while their animated counterparts engage with fans on stage.
Cover recently hosted a solo concert entitled Grimoire featuring English VTuber Mori Calliope at the Hollywood Palladium, which holds around 4,000 attendees. Calliope delivered a captivating 90-minute performance enhanced by a 3D-like visual experience, demonstrating the potential of VTubers to captivate live audiences. A video capturing the event showcases the energetic connection between the performer and her fans.
“The concert met all my expectations for show quality and audience engagement,” Calliope shared with GamesBeat. “It was a remarkable experience, and the preparation was definitely challenging, but the outcome made it all worthwhile.”
Calliope’s journey began in Japan, where her debut solo concert was held at Toyosu PIT in July 2022, making Grimoire the first-ever solo concert outside Japan for talents under the Hololive Production label. With a talent pool of over 80 VTubers spread across Japan, Indonesia, and English-speaking regions, Hololive boasts a staggering following of over 80 million subscribers on YouTube.
Reflecting on her journey, Calliope expressed gratitude for her community’s support. “I’m excited and proud of everyone who turned out for the concert. It’s hard to believe I’ve been doing this for almost five years. The journey has been incredible, and I love creating music and engaging content for my fans,” she said.
With its leading technology, Cover enables VTubers to produce a variety of content from gaming streams to live concerts, fostering a vibrant community that connects fans and creators across the globe.
Cover is recognized as a forward-thinking IT entertainment company, home to prominent VTuber IPs and vibrant fan communities. In a significant move, Cover established Cover USA in Los Angeles in November as part of its strategy to expand into the U.S. market, where it operates Hololive Production, featuring the most followed VTubers from Japan, North America, and Southeast Asia.
A Growing Phenomenon
Mori Calliope’s Grimoire concert exemplifies the rising influence of VTubers in the entertainment landscape.
The roots of VTubing trace back to Japan, starting with the iconic Hatsune Miku in 2007, growing into a robust cultural movement that has flourished for over a decade.
Cover USA is actively organizing Hololive concerts across the United States. Notably, a July 2023 English concert at the YouTube Theater in Los Angeles attracted a sell-out crowd of 6,000 within just half an hour, along with 25,000 online viewers. Similarly, an event planned for August 2024 at Kings Theater in New York sold out in a mere ten minutes.
Calliope attributes the rising interest in VTubers to the global fascination with anime and an increasing acceptance of anonymity online, a trend amplified by the COVID-19 pandemic.
“When you’re behind the avatar, age and appearance fade into the background. The focus shifts to who you are as a person, allowing for a more leveled playing field where personality takes precedence over looks,” Calliope explained. “This shift not only humanizes the experience but alleviates some of the performance pressures.”
She acknowledges that in Japan, live events can draw massive crowds, with Holofest in Makuhari Messe pulling in thousands of fans. Online, viewership can swell into the hundreds of thousands for significant VTuber events.
Big Ambitions
Motoaki Tanigo, CEO of Cover, sees great potential in expanding the presence of VTubers in the U.S.
In an interview, Tanigo stated that the agency plans to onboard more live streamers focused on various aspects of VTubing, including music and casual interactions. He noted that early U.S. VTuber success can be partially credited to pioneers like CodeMiko, who built a unique narrative within the gaming sphere.
In Japan, the concept of two-dimensional anime idols has long been popular, laying the foundation for the acceptance of VTubers, who blend character and personhood.
“Instead of just admiring a character, fans are now engaging with real people behind the avatars,” Tanigo remarked.
To bolster the popularity of VTubers, Tanigo has collaborated with various brands, including convenience stores and baseball teams, enhancing recognition and engagement for the VTuber community.
One notable initiative was the “hololive night” held at Dodger Stadium on July 5, 2024, which featured merchandise sales, trading card releases, and live performances. The event drew thousands of fans and generated significant online content, showcasing the potential for brand collaborations to elevate VTuber engagement in the U.S.
“I want to replicate this success in the U.S.,” he said. “We’ll primarily use YouTube but also explore partnerships with different brands and media platforms. Generation Z has shown strong support for VTubers.”
How It Works
Gawr Gura is among the prominent VTubers in the industry.
Cover utilizes sophisticated technology, including muscle and facial tracking, to animate avatars during livestreams, synchronizing their movements with those of the performers. Initially developed for use in multiplayer games, this technology has become integral to the VTubing experience.
Tanigo observed a significant transformation in the landscape of VTubing during the COVID-19 pandemic, as audiences became more receptive to the idea of virtual performances.
Cover continually invests in technological advancements to streamline the VTubing process. Calliope noted that the company provides the IP for her avatar, facilitating her artistic expression.
“Cover enables us to manage our brand while allowing us to be ourselves in the industry,” Calliope shared. “Our own individual artistic goals are supported thanks to their resources, from high-quality studios to creative guidance.”
The agency also manages logistics, ensuring seamless execution during live events.
“It’s a remarkable talent agency,” Calliope stated, highlighting the complexity that comes with performing as a virtual artist.
“For instance, during my recent concert, I was amazed at the number of people backstage ensuring everything went smoothly with the technology. The investment in live shows can be substantial; that’s why they are rare. I have only done one solo concert before this as well.”
Investing in the U.S.
Cover is keen to promote the VTuber phenomenon across various cultural landscapes in the U.S. and beyond.
With plans to amplify its events in North America, Cover is also creating English-language music covers to resonate with Western audiences. For instance, VTuber Elizabeth Rose Bloodflame released a modern rendition of The Beatles’ classic “Blackbird,” which has quickly gained traction, accumulating over 400,000 YouTube subscribers.
Additionally, the VTuber Awards, celebrating the VTubing culture globally, reached a wide audience during its event at the WePlay Esports Arena in Los Angeles on December 14, 2024. Streaming on Filian’s official channels, the event captured the attention of over 90,000 live viewers and achieved remarkable viewing times.
Highlighting burgeoning talent in the community, the awards recognized various categories, showcasing future stars in the VTuber industry.
In alignment with its approach in Japan, Cover has cultivated partnerships, including with the Los Angeles Dodgers, and plans to extend collaborations with platforms like Twitch. Recognizing the fragmented nature of the U.S. market, Tanigo aims to connect with various brand partners to integrate VTubers into more mainstream activities.
“VTubers are especially embraced within the anime community,” he noted, suggesting this could be a path for growth in acceptance across wider audiences. Cover has a significant roster of VTubers, with one-third based in the U.S., including immensely popular figures like Gawr Gura, who boasts millions of subscribers.
As VTubing also gains momentum in regions such as South Korea and Southeast Asia, Calliope reflects on the immersive experience of performing “in the darkness” before audiences. “The experience is daunting yet immensely fulfilling,” she shared.
Having navigated the VTubing landscape for nearly five years, Calliope is recognized as a trailblazer among English-speaking VTuber artists. She recalls the early challenges and opportunities that shaped her career.
“The landscape was chaotic and filled with uncertainty, but as we stumbled through, we gradually defined our identities within this medium,” she reflected. “Our early experiences provide valuable lessons for newcomers navigating the evolving terrain of VTubing.”
Will AI Matter?
Nerissa Ravencroft represents another facet of the VTubing scene.
In a conversation that blurred the lines of reality, Calliope clarified her human essence amidst rising curiosity about AI-created personalities. “I assure you, I’m a real person. While the concept of AI YouTubers might emerge in the future, for most of us, we simply prefer this visual representation to interact,” she explained.
As of now, there are limited true AI performers, although some perceive Hatsune Miku as an AI. However, her music is produced by human creators, which creates a distinction in the current performance landscape.
Calliope expressed concern about the advancements of AI in music, acknowledging the uncertainty it poses for artists like herself.
Looking ahead, Tanigo anticipated that as technology advances, AI representation in VTubing could gain popularity, especially with more accessible tools for aspiring VTubers.
“The barrier to entering VTubing has never been lower,” he remarked.
Calliope envisions VTubing as a precursor for a broader metaverse experience, where anonymity allows diverse personalities to flourish. “This idea excites me for the future,” she added.
As for her personal journey, Calliope identifies as a somewhat introverted individual who appreciates the performance space VTubing provides. “I have always cherished the ability to express myself through music and virtual personas without the pressure of being seen,” she stated, reflecting on her experiences as a virtual artist.
She hopes to see greater acceptance of virtual talent in mainstream media, advocating for the notion that the essence of an artist goes beyond exterior appearances. “Breaking through the stigma surrounding virtual artists is crucial,” she concluded. “People need to recognize that creativity transcends the visible facade.”
Source
venturebeat.com