The Phenomenon of VTubers: A Deep Dive into Their Rising Stardom and the Implications for the Music Industry
I. Introduction: A Concert in Hollywood
I find myself at a sold - out concert in Hollywood, amidst a 1,200 - plus - capacity venue. I'm the odd one out, unfamiliar with any of the songs. As one act concludes, the crowd around me erupts into chanting, their light sticks swaying rhythmically. Soon, Kou Mariya, one of the headliners, makes an appearance – not on the physical stage, but on a massive screen stretching across its entire length. (She will never grace the real stage, being a 6,669 - year - old sexy blonde vampire anime girl existing solely in virtual reality.) Mariya begins to sing in Japanese, and a grown man beside me seems on the verge of tears.
This event is part of Fantastic Reality, a mini - festival held at the Vermont Theater. It brings together eight main VTuber acts, all anime girls with diverse eye and hair colors, along with real - life musicians. I'm here to explore why fans are willing to shell out up to $180 for a VIP pass to witness these acts in person, rather than enjoy them from the comfort of their homes on a screen.
II. The Rise of VTubers
A. Global Expansion
VTubers, a portmanteau of 'Virtual YouTuber,' have been around in Japan for approximately a decade, taking on various roles from hosting online weather stations to iPhone launches. Their popularity skyrocketed outside Japan during the Covid quarantine. They cover a wide range of content, from cooking and gaming to history, appealing to a broad spectrum of online audiences. Instead of showing their real faces, VTubers use virtual 2D or 3D avatars.
B. Market Growth and Diversity
Technically, VTubers can assume any appearance or theme. However, anime girls with cute voices are the most prevalent. Some VTubers sing, with output varying from simple karaoke streams to full - fledged music videos. For more popular VTubers, their music is available on major streaming platforms. The market's growth is evident, as seen with major VTuber agency Hololive launching a record label.
III. The Fantastic Reality Concert
A. The Show's Setup
During the roughly three - hour show, three human musicians – a drummer, a bassist, and a guitarist – are on stage, providing accompaniment for the parade of anime girls on the massive monitors (one central and two on the sides). The two DJs, Mono Monet (a purple - haired VTuber) and JOENN (a human DJ), contribute to the musical atmosphere, with their sets easily fitting into any rave. The core of the show is what an average listener might label as “anime music,” which includes everything from goofy meme - inspired songs to equally light - hearted link - in - bio rap.
B. Kou Mariya's Story
Mariya, the sexy anime vampire, started VTubing in 2020, riding the wave of quarantine - induced popularity as people sought parasocial connections. Her content encompasses gaming, chatting, ASMR videos (occasionally for members only), and karaoke. She has also released a single on streaming services.
C. The Concert's Logistics and VTuber Culture
Prior to the concert, I arranged a remote conversation with Mariya. When the video call started, I was greeted by the same avatar her fans see. She introduced herself as a vampire with a unique connection to her viewers. When I inquired about the technical aspects of the concert, I realized that VTuber culture adheres to the concept of kayfabe, similar to professional wrestling. In VTubing, the fictional backstories are treated as real, and directly questioning a streamer about their “real” identity or backstory is inappropriate. Mariya emphasized the goal of blurring the line between virtual and real experiences.
IV. The VTuber Fanbase
A. Fan Diversity and Motivations
Outside the venue, I interacted with a group of Mariya fans. One fan, who was into hardcore concerts like metalcore, shared that his real - life friends didn't understand his interest in VTubers. For him, VTubers offered a different form of entertainment. Most of the fans I spoke to named conventions, VTuber fan meetups, or anime - related events as their recent outings. The music, for them, was often a secondary draw, with the main motivation being to support their “oshi” and be part of a like - minded community.
B. Fan Spending and Merchandise
VTuber fans are known for their significant spending. For instance, to show proper support, fans purchase official light sticks, which cost about $60 each, to wave in unison with the crowd. This level of investment in official merchandise is a testament to their dedication.
V. The Business of VTubers
A. Mariya's Initiative
Mariya's Fantastic Reality show was a self - initiated project. She reached out to other VTubers she admired and invited them to participate. The lineup, featuring acts like KAF and JKT48V, along with her own popularity and the inclusion of Ironmouse (a well - known VTuber), attracted a significant number of fans.
B. Larger Agencies' Operations
Larger agencies like Hololive have more resources at their disposal. They can easily organize multicountry tours, with their in - house VTuber talent proficient in English and Japanese. Their parent company, Cover Corp, had substantial merch sales, exceeding $140 million in the last fiscal year. Their appearance at Dodger Stadium, where virtual anime girls sang during the seventh - inning stretch, showcases their mainstream reach.
VI. The Threat of AI in VTubing
A. AI's Inroads in the Music Industry
The music industry is witnessing the encroachment of AI. Timbaland co - launched a startup using AI - generated “artists” for music creation, and Velvet Sundown, an AI - generated psych rock band, has amassed over a million monthly listeners on Spotify. In the lo - fi beats scene, AI has been a concern for some time. Additionally, Bloo, an AI - generated VTuber, was created by a YouTuber to replace himself due to burnout and has already brought in seven figures.
B. VTubers' Resistance to AI
Mariya and the promoters of the Fantastic Reality concert are firmly against AI involvement. Mariya believes that VTubing culture frowns upon the use of AI, as the community values the human - created aspects. The visuals, rigging, songs, and even the fan art are all products of human effort. The concert's press release explicitly stated that none of the performers would be AI - generated.
VII. Post - Concert Developments
Three weeks after the show, Ironmouse, the closing singer of Fantastic Reality, announced her departure from her agency, Vshojo, alleging payment withholding. Her fans not only showed support but also raised over $1.2 million for the Immune Deficiency Foundation, highlighting the strong connection between VTuber fans and the human elements within the community.
In conclusion, VTubers represent a unique intersection of virtual entertainment and music. While the threat of AI looms over the industry, the VTuber community's emphasis on human - created content and the strong bond between fans and their “oshi” may serve as a safeguard. If corporate interests were to undermine VTuber culture, it could portend a difficult future for the broader entertainment landscape.
