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xb-squaredx · 3 years

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Rise of the V-Tuber

As a platform, YouTube has gone through a variety of “eras,” wherein a particular trend catches on and defines the website for some time. In the early days, you had funny cat videos, then Let’s Plays of video games became rather popular, and now we seem to be deeply entrenched into a new era that has exploded in popularity as of late. If you’ve frequented the website at all in the past few months, it is almost inescapable. Cutesy, anime-styled avatars that play games, sing, chat with viewers, or even cook! What does it all mean? Where did they come from? Are they here to stay? Most importantly, how does one crawl out of the rabbit hole once they fall into it? All that and more will be revealed as we delve deep into the wacky, wholesome and sometimes worrying world of V-Tubers. (photo credit YuuGiJoou. Check her out on YouTube, Twitter or Twitch!)

THE ORIGIN

To begin properly, let’s define the subject. A “V-Tuber” is a “Virtual YouTuber,” someone who streams on YouTube (or any other streaming platform) using a digital avatar as a proxy. The streamer in question typically uses face-tracking software so that the avatar can emote (or at least attempt to emote) to match their own reactions as they provide entertainment for their audience. While it may seem as if V-Tubers are rather new, in doing research on the topic, you’d be surprised how far back things go.

For starters, the concept of a virtual celebrity has been around for a while, with one of the most notable efforts being Hatsune Miku, a Vocaloid voicebank program. Hatsune Miku is every bit as famous and beloved as a flesh-and-blood singer or entertainer despite being nothing but voice synthesizer software. Vocaloid got its start back in 2000, eventually being reworked into a commercial product in 2004, though it wasn’t until the programs started receiving anthropomorphic character designs that it took off, with Hatsune Miku’s own debut in 2007, and the rest is history.

Many will consider “Virtual Idol” Kizuna Ai as the true pioneer of what we call a V-Tuber today, making her debut in 2016, however one could make an argument that Ami Yamato, a 3D-animated vlogging channel debuting in 2013, beat her to the punch. Honorable mention of course goes to Any Malu, a Brazilian animated YouTube vlogger who debuted in 2015 and eventually gained her own show on Cartoon Network Brazil. While Ai may not be the first, she is undoubtedly considered to be the codifier that many later V-Tubers would follow. Ai’s entire shtick was being an AI program that wanted to connect with humans, playing games, singing or interacting with fans. Following her explosive popularity, it was clear that other companies would follow the model established by Ai, with their own spins on it of course.

Nijisanji, established in 2018, proved that this trend could be incredibly profitable, becoming trailblazers in their own right as they established various “branches” of their company in several countries with their own unique performers that could cater to a wider range of viewers. As of this writing, Nijisanji employs over 164 “Virtual Livers,” most of which come from their Japan branch, alongside their Korean, Chinese, Indian and Indonesian branches. Similarly, there is the Hololive corporation, which saw substantial growth throughout 2020 in particular. Established in 2016 originally as Cover Corporation, at first Hololive was the name of an app meant for use in 3D motion capture, though following Nijisanji’s success, Hololive was rebranded as a V-Tuber competitor and also features a variety of colorful characters spread across many different main branches. There is of course the Japanese branch, as well as Hololive Indonesia, the relatively new (and highly successful) Hololive English, a defunct Chinese branch and an all-male Holostar branch in Japan.

Other, smaller V-Tuber groups have sprung up alongside the corporate powerhouses, such as VOMS Project, established in March of 2020, as an independent trio of streamers, and more recently at the tail-end of 2020 with V-Shojo, featuring a group of Western streamers (who ironically mostly stick to Twitch). Outside of this of course are the countless independent streamers who utilize avatars for one reason or another across many different platforms. Even prominent Twitch streamers seem to be getting in on the act, such as Pokimane, though that one has not come without some backlash. So consider that a rough history of how V-Tubers got started in Japan but how did they gain a more global fanbase? Well, in a word…”memes.”

GOING INTERNATIONAL

I won’t deny there had to be at least SOME overseas fans who enjoyed watching V-Tubers before they became more well-known, but for many Western fans their introductions to V-Tubers in general typically came from viral videos taken from various streams that spread like wildfire, eventually getting people curious enough to check them out. For Kizuna Ai, her playthrough of Resident Evil 7 gained notoriety for her mimicking the cursing of the English-speaking player character, and for Hololive, arguably the first real Western breakthrough for the company came from a now infamous moment from Sakura Miko’s stream of Grand Theft Auto 5.

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Also from Hololive, Inugami Korone in particular had a variety of memes spread about her due to playthroughs from various games that even got acknowledged by the developers themselves. Her playthrough of DOOM 2016 resulted in a short-lived Easter egg implanted into DOOM Eternal, and her video on Banjo-Kazooie (and the animated Eekum Bokum fan video that spawned from that) got the attention of Rare, Xbox and even Grant Kirkhope, the composer for the original game.

Honestly, the real unsung heroes of sorts for V-Tuber popularity might just come from foreign fans that would clip and translate various moments from streams that helped to build an international audience. There are dozens of Twitter handles and YouTube channels that specialize in spreading these clips around and if you factor in the YouTube algorithm, once you see one video your feed will be flooded with similar videos. It is no surprise fans call getting into the fandom “falling into the rabbit hole.” When you look at the more popular members of Hololive, often the ones with various viral clips have the higher subscription counts. In the case of Aki Rosenthal, one of the older members, her sub count exploded after a fan translated a section from a then-recent stream in which she talked candidly about her less-than-stellar growth as well as the difficulties of standing out in general. While at one point having the lowest amount of subscribers (well below 200,000), in the months since that video her sub count has more than doubled going past 400,000. Sometimes the talent needs a little push.

Now, within Hololive itself, I think Kiryu Coco is also partially responsible for expanding the fanbase, being one of the few employed talents with the ability to speak English (likely a native speaker), she gained a large international fanbase as she would work to translate what she or other members were talking about on the fly, and later on established an ongoing series where she would directly engage with fans over websites like Reddit and “rate” the various memes they would send in. Coco also pushed for establishing what would become Hololive English, which has proven to be a gigantic success, each member of that branch blowing past more established talent’s subscriber counts, with Gawr Gura becoming the first Hololive V-Tuber to pass one million subscribers and just recently passed the two million mark. So yeah, V-Tubers are a big deal now but…what is about them that makes people want to watch them in the first place?

THE APPEAL

So, right off the bat, if we’re going to ask why someone would want to watch a V-Tuber I think it’s fair to ask that of virtually ANY internet personality. The reason why someone would watch Game Grumps or Pokimane or Jojo Siwa or whoever else is the same reason they’d watch Kizuna Ai or Inugami Korone or Ironmouse: they’re entertaining. I guess that seems like a bit of a cop-out answer, right? There MUST be a reason why V-Tubers have blown up in popularity over the last few years, so are there things that make these particular Internet entertainers stand out from the crowd?

Undoubtedly, the fact that these streamers are playing a character is a deviation from the norm, though the dedication to staying “in character” seems to vary from person to person, and over time many V-Tubers tend to open up and are far more genuine. At any rate, even the best actor out there can’t possibly make up various daily happenings or childhood stories for their characters on the fly, day after day, stream after stream. Still, I’d imagine the decision to use a proxy as opposed to their real self can be liberating, a mask they can wear to speak more freely or a role they can play up for entertainment. For the most part, I think the persona aspect is mostly harmless fun that makes the streamer seem more distinct; ask yourself which is more eye-catching: some normal human playing a game and occasionally cracking a joke, or a one-eyed pirate girl discussing her raunchy past? Or maybe you’d rather watch the grim reaper practice her raps? Even talent that don’t really play up their character much still often have interesting character designs; we have princesses, dragons, devils, robots and more. A little something for everyone!

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Speaking a bit more personally, I find it interesting to watch streamers from an entirely different culture and how they interact with fans or engage with games. I find it funny when Inugami Korone or Sakura Miko plays more Western-oriented games like the DOOM series or Grand Theft Auto V respectively. Often times they’re blown away by the culture clash, or they view these games through a different lens since it’s so different from what they’re used to. In particular, those two are just genuine goofballs that are funny all on their own. More chat-focused streams are an interesting view into daily life in Japan, such as the stories Houshou Marine tells, though obviously a given V-Tuber’s viewpoint isn’t a metric you can apply to the whole country, but she’s still interesting to listen to. Takanashi Kiara is also notable for her multilingual skills, which has helped her bridge the gap a bit more between the various Hololive members through her Holotalk segments where she interviews other V-Tubers. Outside of Hololive, Amano Pikamee from VOMS Project is just a bundle of energy that’s fun to watch as she rages in Super Mario 64 or Super Mario Sunshine. Her tea-kettle laugh is also just kinda charming. The V-Shojo group stands out for being super vulgar compared to the more corporate V-Tubers and while I don’t watch them all that much, there’s still some fun chaos to be had. Still though, I think there’s one big elephant in the room that would also help explain V-Tubers catching on at this specific point in time: the pandemic. Streaming is one of the few jobs not really affected by the pandemic, and with people stuck inside, they’re more likely to scroll through YouTube or Twitter and find a funny clip and then…well, you know… It’s one bright spot in an otherwise dark time…but I’d be lying if I said it was all sunshine and rainbows.

THE DARK UNDERBELLY

The overall idea behind V-Tubers, at least in Japan, seems to be an extension of Idol Culture…and uh…if you know anything about Idol Culture in Japan, it is all kinds of scummy. Exploitative, filled to the brim with harmful rules and regulations and largely catering to some vary unsavory “fans,” I’ll make it no mystery that I find it incredibly distasteful. Look no further than what happened to Minegishi Minami from the idol group AKB48. To keep a long story short, the obsession with “purity” and being this idealized Japanese beauty means idols are effectively locked into their work, unable to discuss or in many cases partake in romantic relationships, as that would make them less “desirable” to their audience. This unfortunately does at times extend to V-Tubers.

Take Tokoyami Towa, who was suspended for some time and forced to make an apology video for…having some male voices briefly heard over Discord during an Apex Legend stream. She even lost a lot of subscribers and support from Japanese fans following this, though once learning of this, Western fans flocked to her as a show of support. Hololive has also dealt with a variety of issues coming from Chinese fans; though that’s a particular hornet’s nest I don’t want to delve into here too much. To sum it up, fans can get obsessive and toxic, which can lead to the talent being harassed. It is for this reason, it is generally agreed upon by fans to not delve too deep into the personal lives of the V-Tubers, for fear of being doxxed and the illusion being broken. These kinds of issues certainly bring up some interesting questions regarding how talent should be treated moving forward.

Are these V-Tubers characters or just alternate sides of real people? Where does the fantasy end and reality begin? Ultimately, the lines are somewhat blurred. Talent certainly brings some of their own personality into the performance, but they are forced to remain anonymous and as can be seen in the case of Kizuna Ai, they are not always in control of the character they’ve been given. Kizuna Ai’s initial actress was for a time replaced, and “clones” of the character with different voices and personalities started to spring up, likely as an attempt to compete with the likes of Nijisanji and Hololive. In cases where V-Tubers retire from the industry, or “graduate” as some call it, all of their hard work cultivating a fanbase might end up being for nothing as they were forced behind a proxy that isn’t truly themselves and I imagine it can be hard to start over again from square one. Never mind the attempts to step out of the shadow of your older work. Man, Perfect Blue was downright prophetic at times, huh?

I don’t want to dwell on the negatives too much though. It’s worth noting for one thing that Nijisanji seems relatively lax regarding how their talent operates, whereas it seems Hololive is the standout for adhering to the idol ideal, though considering how some of the talent acts (in particular Kiryu Coco), one has to wonder if they’re softening their stances a bit. Many V-Tubers generally talk about the positive aspects of the industry and being given the opportunity to reach people from all over the world. Shortly after Ina’s debut in Hololive English, she was actually brought to tears when told her art streams convinced people to get into (or back into) the hobby, which had been one of her goals for becoming a V-Tuber in the first place. Ironmouse, now a member of V-Shojo, has an immune system disorder that keeps her bedridden and forced to stay inside, so the opportunities afforded by this particular type of streaming has allowed her to reach out to others and as per her own words, has changed her life for the better. While there are definitely “fans” that go too far, corporate practices that are outdated, or harmful and a slew of potential unfortunate implications, ultimately I think most people out there are just looking for quality entertainment, and these digital proxies give these entertainers an outlet to connect with fans in a way that they might not have otherwise.

CONCLUSION

V-Tubers are in a bit of a boom at the moment, though I can’t imagine it’ll last forever. We’re quickly approaching market saturation and after a point, people can only follow so many streamers at once. Hell, as I was editing this up, it seems as if prominent YouTuber Pewdiepie is about to step into the ring, so who knows what kind of shake-up that could bring. The bubble will undoubtedly burst and what becomes of V-Tubers then is still up in the air. Or who knows, maybe V-Tubers will endure and replace all entertainment and we’re just watching the beginning of a cyberpunk dystopia. Stranger things have happened! Considering the world is still reeling from the effects of the pandemic, that should largely have an impact on the popularity of V-Tubers for some time to come, though as we emerge into a “new normal” in the world, it’ll be interesting to see how these entertainers continue to evolve. Now, I suppose there is one question I never quite went over before now, isn’t there? How does one escape the V-Tuber rabbit hole? Well, I’m sorry to say but there is no escape.

Enjoy your new home!

-B

#xb-squaredx #blog #vtuber #v-tuber #hololive #nijisanji #VOMS project #korone #sakura miko #pikamee #kizuna ai #youtube #twitch #v-shojo #ironmouse #houshou marine #eekum bokum

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