In Defense of Hololive: Breaking Down the Standards of Idol Culture

Anyone hanging around the AniSphere recently has probably noticed an uptick in discussions about Virtual YouTubers, AKA v-tubers, and their unavoidable presence on social media platforms. While v-tubers initially became popular in recent years due to the introduction and popularity of the Kizuna A.I. Channel, the COVID-19 pandemic has vastly increased their presence as a topic of discussion, as well as a form of entertainment. Widely known groups such as Hololive and Nijisanji have continued popularizing the idea in Japan and overseas more and more every day, which has resulted in a cultural explosion across many regions of the world.

The idea of v-tubers has mostly been popularized by Hololive’s EN branch but has been popular since the introduction of v-tubers familiar with the English language. Because of these v-tuber talents primarily living in Japan and being backed by Japanese-based agencies, there have been various ways that the companies have decided to market them to different demographics across the globe. Each agency also handles its talents and branches differently by giving their management and talents varying levels of control, but also by having them under policies and conditions, as most businesses do. Of course, there also are a fair share of independent v-tubers that have borrowed ideas from these agencies and use them to create their own platforms, as well. There’s a whole spectrum of things to consider when it comes to being a virtual YouTuber talent in 2021.

Continue reading