hololive launches its own record label to support VTuber’s music careers
Cover, the parent company of VTuber agency “hololive Production,” has officially announced the establishment of a new in-house music label.
The company has set up “hololive RECORDS” to help it expand the musical careers of its affiliated VTuber talents and offer them a platform for development within the music industry.
hololive Production is one of the leading VTuber agencies in the world, managing a roster of virtual streamers who engage with audiences through live-streaming, gaming, and various content creation activities, primarily on platforms like YouTube.
These VTubers, often characterized by their intricate 2D and 3D avatars, have amassed massive followings, particularly in Japan, Indonesia, and English-speaking countries.
VTubers have brought changes to the entertainment landscape, as they blur the lines between traditional idols and digital content creators.
In its announcement, Cover Corporation stated that while their existing music production and distribution system already functioned effectively as a “label,” producing numerous songs and projects for their talents, the formal establishment of “hololive RECORDS” signifies a new chapter.
The company has emphasized that this new label is designed to carry forward their achievements and passion for music, serving as a dedicated venue for musical activities centered around their VTuber talents.
Cover Corporation envisions the label as “a stage for our talents to enjoy and take on new challenges in music.”
This development follows recent shifts in the musical careers of some hololive talents.
On June 26th, AZKi, a virtual singer affiliated with hololive Production, announced her transition from external major label Victor Entertainment to hololive’s internal music activities.
This move, which was previously a point of speculation among fans, now appears to have been a precursor to the official launch of “hololive RECORDS.”
AZKi has a large discography, including multiple singles and albums, and her transition suggests that hololive RECORDS will likely handle both the production and distribution of new music for talents who were previously signed to external labels, as well as nurture emerging musical talent within the agency.
Previous hololive auditions have identified singing as one of the key skills that they would like potential new members to have.
The creation of an in-house music label by a major VTuber agency like hololive reflects a growing trend in the VTuber industry towards greater self-sufficiency and vertical integration.
Another recent example of this growing level of organisation can be seen by the signing of a licensing agreement with Koei Tecmo games to ensure that video game streams held by all hololive VTubers are appropriately licensed rather than relying on agreements that only cover an individual VTuber or a single streaming broadcast.
By bringing music production and management in-house, agencies can potentially offer more tailored support to their talents, exercise greater creative control over their musical direction, and potentially retain a larger share of music-related revenues.
This could lead to a more direct and efficient pipeline for VTubers to release music and participate in musical projects.
Source: Official Website
© Cover Corp.
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