Virtual YouTuber

A virtual YouTuber (バーチャルユーチューバー, bācharu yūchūbā) or VTuber (ブイチューバー, buichūbā) is an online entertainer, typically a Japanese speaking YouTuber and/or live streamer, who is represented by a (usually anime-inspired) digital avatar generated by computer graphics such as Live2D.[1]

Nijisanji Liver Tsukino Mito, an example of a virtual YouTuber

History

On 13 June 2011, UK-based Japanese vlogger Ami Yamato uploaded her first video, which featured an animated, virtual avatar speaking to the camera.[2] In 2015, Mattel began uploading videos of Barbie Doll as a teenage vlogger onto YouTube.[3] Then, in late 2016, Kizuna AI, considered to be the first VTuber,[4][3] made her debut on YouTube, not only using the term virtual youtuber for the first time but creating and popularizing it. Voice-acted by Nozomi Kasuga,[5] Kizuna AI created a sense of "real intimacy" with fans as she was responsive to their questions. Within ten months, she had over two million subscribers and would later be made a culture ambassador for the Japan National Tourism Organization. AI's sudden popularity sparked a trend of VTubers;[4][3] In two and a half months, the number of active VTubers doubled from 2,000 to 4,000. Of these, Kaguya Luna and Mirai Akari followed AI as the second and third most popular VTubers, with 750,000 and 625,000 subscribers respectively. Nekomiya Hinata, another early VTuber, gained a following of 500,000 in six months.[4] In October 2018, Kizuna AI's appearance on an NHK show interviewing Japanese recipients of the Nobel Prize sparked controversy concerning the depiction of women in Japanese culture.[6]

VTubers are responsible for a variety of experiments, and their activities include communication, gameplay, singing and dancing. They specialize in producing original songs and have strong links to music. Several companies are also creating ties between VTubers and the music industry by establishing a music label and holding VR live shows.[7]

There are over 10,000 VTubers, [8] and as of July 10, 2018, have a collective subscriber count of 12.7 million, and more than 720 million total views.[9] They are considered to have great appeal in that they "can be who they want to be" and "can overcome restrictions," and many of them engage in activities that are unconstrained by real-world gender (sex and gender) and appearance (demi-human).[10]

According to the BBC, VTubers are unique in that they are "not constrained by personal or identity issues," and the popularity of VTubers worldwide is due to their "large customer base outside of Japan who love Japanese culture and anime".[11]

Campaigns involving Virtual YouTubers

Due to their immense popularity, companies and organisations have used VTubers as a method of advertising or bringing attention to a product or service. When SoftBank announced the release of the iPhone XS and XS Max in 2018, Kizuna AI appeared at the event as well as promoting it on her channel.[12] She is also currently the ambassador of the Japan National Tourism Organization.[13] Another virtual star was debuted by the Ibaraki Prefectural Government called Hiyori Ibara, with aims for the Virtual YouTuber to become a symbol of Ibaraki. Hiyori is the first VTuber to be used by a municipal or prefectural government.[14]

On June 24, Virtual YouTuber Kaguya Luna, in a collaboration with Nissin Foods, held a livestream (noted by Guinness World Records as being the livestream recorded at the highest altitude) by attaching a smartphone with her stream playing to a helium balloon. By the end of the stream, Kaguya Luna reached an altitude of 30 kilometers above sea level, breaking the previous record of 18.42 kilometers above sea level. This was done to advertise Nissin's Yakisoba UFO noodles.[15]

In August 2018, Wright Flyer Live Entertainment, which is owned by Gree Inc., released a mobile application that allows virtual stars to live stream videos while monetising them and connecting with their viewers. In a news conference in Tokyo, the head of Wright Flyer Live Entertainment stated that the firm wanted to help virtual stars, but that “just increasing the number [of virtual star] is not that effective. We want them to keep on doing their activities. (To do that), gaining fans and monetization are essential. So, we are providing a platform to support that.”[16] This follows a ¥10 billion ($89.35 million) investment by parent company Gree into VTubers, as well as a ¥10 billion profit target by 2020.[1]

References
  1. Nagata, Kazuaki (17 July 2018). "Japan's latest big thing: 'virtual YouTubers'" (in Korean). The Japan Times. Archived from the original on 14 February 2019. Retrieved 14 February 2019.
  2. Ami Yamato (13 June 2011). Trying this out... YouTube. Retrieved 14 February 2019.
  3. Lufkin, Bryan (2 October 2018). "The virtual vloggers taking over YouTube". BBC. Retrieved 14 February 2018.
  4. Otmazgin & Ben-Ari 2020, p. 77.
  5. Loveridge, Lynzee (25 April 2020). "Nozomi Kasuga Confirms She is Kizuna Ai Voice Actress". Anime News Network. Retrieved 25 May 2020.
  6. "Kizuna AI's NHK appearance sparks debate on social media". The Japan Times. 23 August 2018. Retrieved 19 May 2020.
  7. "活況のVTuber市場、音楽シーンへの参入も相次ぎ19年はさらに隆盛極めるか". ORICON NEWS. Retrieved 3 July 2020.
  8. "ユーザーローカル、バーチャルYouTuberの1万人突破を発表　9000人から4ヵ月で1000人増". PANORA. Retrieved 3 July 2020.
  9. "バーチャルYouTuber、4,000人を突破 動画再生回数は合計7億2千万回に". Mogura VR. Retrieved 3 July 2020.
  10. "WEB特集｜なりたい自分になる。VTuberが拓く!—". 日本放送協会. Retrieved 3 July 2020.
  11. "The virtual vloggers taking over YouTube". BBC. Retrieved 3 July 2020.
  12. "【SoftBank】新型iPhone発売セレモニーにお邪魔しました！！【XS / MAX】". YouTube. A.I. Channel. Retrieved 14 February 2019.
  13. "Come to Japan with Kizuna AI". Japan National Tourism Organization. Archived from the original on 14 February 2019. Retrieved 14 February 2019.
  14. "Ibaraki's virtual YouTuber first in Japan used to promote a prefecture". The Japan Times. 13 October 2018. Archived from the original on 14 February 2019. Retrieved 14 February 2019.
  15. Morrissy, Kim. "Virtual YouTuber Kaguya Luna Breaks Guinness World Record By Holding Livestream at Highest Altitude". Anime News Network. Retrieved 19 May 2020.
  16. Nagata, Kazuaki. "Gree-owned firm launches app aimed at boosting Japan's booming world of 'virtual YouTubers'". The Japan Times. Archived from the original on 14 February 2019. Retrieved 14 February 2019.

Further reading
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