Hololive Production

Hololive Production[lower-alpha 1] is a virtual YouTuber (VTuber) talent agency owned by Japanese company Cover Corp. and formed in December 2019.[lower-alpha 2] Between all its branches, the agency currently manages a total of 52 active VTuber talents, with notable talents including Inugami Korone, Shirakami Fubuki, Usada Pekora, Gawr Gura, Minato Aqua, and Houshou Marine. Unlike VTubers like Kizuna AI or Kaguya Luna, Hololive talents focus on live streaming over pre-recorded videos, with regular live activities including singing, gaming, and chatting.

Hololive Production
IndustryVirtual YouTuber talent agency
Brands
  • Hololive (JP, ID, EN)
  • INoNaKa (INNK) Music
  • Holostars
OwnerCover Corp.
Website
Cover Corp.
TypeKabushiki-gaisha
Industry
Founded13 June 2016 (2016-06-13)
FounderMotoaki Tanigo
Headquarters
Chūō, Tokyo
,
Japan
Key people
Websitecover-corp.com

Initially, the name Hololive was used for Cover's 3D stream distribution app, and later its female VTuber agency. In December 2019, Hololive was combined with the male Holostars agency and INoNaKa (INNK) Music label to form a single brand named "Hololive Production". In 2019 and 2020, Hololive debuted three overseas branches: Hololive China (since disbanded), Hololive Indonesia, and Hololive English.

As of September 2020, Hololive-affiliated talents have more than 10 million combined subscribers on both YouTube and Chinese video platform Bilibili.[1]

History
Cover's logo from 2016 to 2019

Cover Corp.[lower-alpha 3] was established on 13 June 2016 by Motoaki "Yagoo" Tanigo,[lower-alpha 4] an entrepreneur who previously developed video game characters in collaboration with Sanrio at the content company Imagineer and founded various startup companies.[1][2] Cover originally focused on developing augmented (AR) and virtual reality (VR) software,[1] and obtained funding from incubator firms Tokyo VR Startups[3][4] and Recruit.[5] In February 2017, Cover released a VR table tennis game for the HTC Vive headset on Steam.[6] At the end of March, the company showcased a tech demo for a program enabling real-time avatar motion capture and interactive, two-way live streaming.[4]

According to Tanigo, the idea for a "virtual YouTuber" talent agency was inspired by existing virtual characters, such as Kizuna AI and Hatsune Miku.[1] In August 2017, Cover raised approximately 30 million yen (US$280,000) in seed funding from venture capital firms Mizuho Capital and TLM.[7]

2017–18: Beginnings

Cover debuted Tokino Sora, the first VTuber using the company's capture software, on 7 September 2017.[8] On 21 December, Cover released Hololive, a smartphone app for iOS and Android enabling users to view 3D virtual character live streams using AR camera technology.[9] The following day, Cover opened auditions for a second Hololive character, Roboco,[10] who would debut on YouTube on 4 March 2018.[11]

On 5 April 2018, Cover released an update to the Hololive app that removed its AR functions,[12] but added a feature enabling mapping of a user's facial movements onto animated avatars in real time.[13] This update enabled at-home auditions using the iPhone X, and auditions for five new characters that would become part of the agency's first "generation" opened on 2 May.[14] The first generation of Hololive talents debuted from May to June 2018, and a second generation followed in August and September. On 15 November, Cover debuted AZKi, a non-Hololive VTuber focused on producing music.[15]

In June, Cover raised 200 million yen (US$1.9 million) in a Series A round of funding from GREE Ventures, OLM Ventures, and Mizuho Capital.[7]

On 6 December, Cover unveiled Hololive Gamers, a new group of VTubers specializing in let's plays.[16] Its new talents debuted in December 2018 and April 2019. On 19 December, talents appeared in a video on Hololive's YouTube channel to demonstrate an update to the Hololive app that enabled in-person collaboration.[17] On 25 December, Hololive launched a series of daily anime shorts starring talent Sakura Miko, Miko no Tsutome! (みこのつとめっ！).[18][19] It was well-received, and a second web animated short series, Holo no Graffiti, began weekly release on YouTube in May 2019.[20]

2019: Growth and reorganization

On 8 January 2019, Hololive announced that it had signed a contract with the Chinese video platform Bilibili, under which it would open 15 channels on the platform and simultaneously stream there and on YouTube. It would also begin collaborating with Chinese-speaking volunteers to translate Hololive videos, and start releasing original content for the Chinese market.[21][22] On 17 May, Cover opened permanent talent auditions in China and Japan.[23]

On 19 May, Cover formed an in-house music label, INoNaKa (INNK) Music, from AZKi and independent VTuber Hoshimachi Suisei.[24]

On 27 May, Cover unveiled an all-male VTuber agency named Holostars,[25] whose first generation talents began debuting in June, followed by several more in September and October of the year. A second generation of the branch was announced on 4 December,[26] and its members debuted later in the month. A third generation was revealed on 27 April 2020, and its members debuted in the following month.[27]

Auditions for a 3rd generation of Hololive, "Hololive Fantasy", were held from 13 to 23 June, with three available positions.[28] Members of the generation debuted from July to August. A 1st generation of Hololive China, a new Chinese-speaking branch active on Bilibili, was announced on 27 September,[29] and its talents debuted from September 2019 to January 2020. A second generation was announced on 6 March 2020,[30] and debuted in April 2020.

On 2 December, Cover consolidated its Hololive, INNK Music, and Holostars agencies under a new brand named Hololive Production; the three entities continued to operate under their respective management teams.[31] On the same day, Suisei transferred to Hololive from INNK, leaving AZKi as the label's only member.[32] A 4th generation of Hololive was revealed on 25 December;[33] its members debuted in late December and early January 2020.

2020–present: Expansion
Promotional artwork for the "Nonstop Story" concert, featuring all pre-4th generation Hololive members

On 24 January 2020, Cover held "hololive 1st fes. Nonstop Story", a concert at the Toyosu Pit in Kōtō, Tokyo, with AZKi and all 22 then-current Hololive members.[34] The live event was announced on 4 November 2019,[35] and it was reported on 27 December that tickets had sold out and that Cover would host a pay-per-view live stream on Niconico.[34] It was reported after the concert that it had had the largest cast of any event to date in the VTuber industry.[36]

A new foreign branch, Hololive Indonesia, was revealed on 6 April,[37] after an audition period for Indonesian-speaking talents that opened on 27 December 2019;[38] its members debuted in April 2020. Auditions for a second generation of the branch were held from 3 to 19 July;[39] its members were revealed on 1 December 2020 and debuted in the same month.

In May, Cover raised 700 million yen (US$6.6 million) in funding from various sources, including Hakuhodo DY Ventures and SMBC Venture Capital.[7]

On 5 June, Cover released an apology statement for uploading Nintendo video game content without copyright permission, which had resulted a large quantity of Hololive videos being set to private status or removed from YouTube. Cover subsequently began negotiation with Nintendo to gain streaming rights,[40] which it accomplished by 1 August.[41]

A 5th generation of Hololive was revealed on 6 August, and its members debuted in the same month.[42][43] Shortly after talent Mano Aloe's debut on 15 August, a recording of an earlier stream that she had hosted on the Japanese platform TwitCasting in which she leaked her Live2D model was widely publicized. She subsequently became a subject of online harassment, and hosted a stream two days later asking fans to stop calling her home phone. On the same day, Cover apologized for the incident and issued her a two-week suspension.[44] On 31 August, the day of Aloe's scheduled return, Cover announced that she had retired from Hololive due to stress.[45] The company released a statement one week later regarding its planned response to future harassment of talents, announcing that it would take legal action against harassers and establish a reporting system to catch future incidents.[46]

As of August 2020, Hololive talent Kiryu Coco had earned approximately 85 million yen (US$810,000) through YouTube's Super Chat donation system, making her the site's all-time top earner according to data collection site Playboard. Four other Hololive members were also among the top ten.[47] As of September 2020, Hololive channels had more than 10 million combined subscribers on YouTube, as well as 10 million additional combined subscribers on Chinese platform Bilibili.[1] By January 2021, Hololive channels had more than 30 million YouTube subscribers and 10 million on Bilibili.

On 9 September, Hololive announced an English-language branch, Hololive English; auditions for English-speaking talents had opened on 23 April.[48] Its members debuted in September. On 22 October, English talent Gawr Gura became the first Hololive talent to reach 1 million YouTube subscribers;[49] on 17 January 2021, she also became the first Hololive talent to reach 2 million subscribers on the platform.[50]

On 23 October, Cover announced "hololive 2nd fes. Beyond the Stage", a two-day follow-up to "Nonstop Story" and a collaboration with the Japanese entertainment company Bushiroad. It was held as a pay-per-view livestream on 21–22 December.[51]

Taiwan controversy and suspensions
Further information: Political status of Taiwan

In late September 2020, Kiryu Coco and Akai Haato each mentioned Taiwan on stream while discussing their YouTube channel analytics, which list Taiwan as a country.[52][53][54] Their comments sparked outrage among Chinese viewers, and were followed by an official statement from Cover in Japanese, English, and Chinese on 27 September.[55] In it, Cover faulted the talents for "making statements insensitive to certain nationalities" and for "divulging confidential YouTube channel analytics information". Each received a three-week suspension from all activities.

In a separate Chinese-only statement posted earlier on Bilibili, Cover had stated that Coco and Haato's comments did not reflect its policy in China,[52] and reaffirmed its support for the One-China policy and its commitment to doing business in the country.[56][57] Three days later, the company released another statement addressing the discrepancies between the messages, stating that the Bilibili statement was released "due to the desire to adapt it to the needs of the audience".[58] Cover apologized for any confusion it caused, and announced changes in its procedure for releasing regional statements and the formation of a committee to prevent similar incidents.[59] On 19 October, both talents resumed their streaming activities as scheduled.[60][61]

On 12 November, Cover announced that five of the six members of Hololive China (Yogiri, Civia, Doris, Artia and Rosalyn) would graduate on different dates before the end of 2020.[62][63] The graduation of the remaining member, Spade Echo, was confirmed in an announcement on 16 November.[64]

Talents

Hololive

INNK Music

Holostars

Hololive China

Hololive Indonesia

Generation 1 - Hololive Myth
  • Mori Calliope (森カリオペ) – 12 September 2020[93]
  • Takanashi Kiara (小鳥遊キアラ) – 12 September 2020[93]
  • Ninomae Ina'nis (一伊那尓栖) – 12 September 2020[93]
  • Gawr Gura [ja] (がうる・ぐら) – 13 September 2020[93]
  • Watson Amelia (ワトソン・アメリア) – 13 September 2020[93]

Media

Selected discography

2019
  • Bilibili World 2019
    • Guangzhou (14–16 August) – Minato Aqua[107]
    • Shanghai (4–6 October) – Nakiri Ayame, Shirakami Fubuki, Minato Aqua, Ookami Mio, and Natsuiro Matsuri[108]
    • Chengdu (21–22 December) – Natsuiro Matsuri[109]
  • VtuberLand2019 (4–10 October) – all then-current members of Hololive; held at Yomiuriland[110]
  • V-Rizin 2019 (29 December)[111] – Murasaki Shion, Tokino Sora, Natsuiro Matsuri, Akai Haato, Shirakami Fubuki, and Nekomata Okayu;[112] held at the Saitama Super Arena[111]

2020
  • Hololive 1st fes. Nonstop Story (24 January) – AZKi and all pre-Gen 4 Hololive members;[34] held at the Toyosu Pit in Kōtō, Tokyo
  • "VILLS" Virtual Unit Festival (21 March; cancelled)[113] – Hoshimachi Suisei and Sakura Miko; postponed indefinitely on 27 February due to the COVID-19 pandemic in Japan[114]
  • Bilibili Spring V Festival (22 March) – Shirakami Fubuki and Natsuiro Matsuri; virtual event live streamed on Bilibili and Niconico[115]
  • Niconico Net Chokaigai 2020 (18–19 April) – Hololive Gen 1 on Day 1, and Tokino Sora, Minato Aqua and Shirakami Fubuki on Day 2; virtual event[116]
  • Minato Aqua Anniversary Live 2020 "Aqua Color Super☆Dream♪" (21 August) – Minato Aqua; pay-per-view live stream on Niconico[117]
  • Bilibili World 2020
    • Shanghai (7–9 August) – Hoshimachi Suisei, Shirakami Fubuki, Akai Haato, and Civia[118]
  • AFA STATION Festival Online (6 September) – Kiryu Coco; virtual event[119]
  • AFA Singapore 2020 Online (5–6 December) - Moona Hoshinova[120]
  • Hololive 2nd fes. Beyond the Stage (21–22 December) – AZKi and all Hololive Japan members before Gen 5; pay-per-view live stream on Niconico and SPWN, sponsored by Bushiroad[121]

2021
  • Hololive Idol Project 1st Live "Bloom" (17 February) - featuring 22 selected JP members; held at Tokyo Garden Theatre in Ariake, Tokyo with simultaneous paid live stream on Niconico and SPWN.[122] In person viewing was cancelled due to COVID-19.[123]

Game collaborations

Notes
  1. Japanese: ホロライブプロダクション Hepburn: Hororaibu Purodakushon
  2. Cover's "Hololive" app launched in December 2017, and the first generation of talents under the Hololive brand began debuting in mid-2018. By December 2019, three generations of Hololive talents had debuted in all.
  3. Japanese: カバー株式会社 Hepburn: Kabā Kabushiki-gaisha
  4. Japanese: 谷郷元昭 Hepburn: Tanigō Motoaki
  5. Originally debuted on 1 August 2018 as a non-Hololive VTuber under Cover.[65]
  6. Originally debuted on 22 March 2018 as an independent VTuber, and joined INNK Music on 19 May 2019[66][67]
  7. Also a member of Hololive Gamers.
  8. Also considered part of "Hololive Generation 0"
  9. Tokino Sora, Roboco, Sakura Miko, Generation 1 (Yozora Mel, Shirakami Fubuki, Natsuiro Matsuri, Aki Rosenthal, Akai Haato), Generation 2 (Minato Aqua, Murasaki Shion, Nakiri Ayame, Yuzuki Choco, Oozora Subaru), Gamers (Ookami Mio, Nekomata Okayu, Inugami Korone)
  10. Generation 1 (Yozora Mel, Shirakami Fubuki, Natsuiro Matsuri, Aki Rosenthal, Akai Haato)
  11. Tokino Sora, Roboco, Shirakami Fubuki, Minato Aqua, Shirogane Noel
  12. Yozora Mel, Murasaki Shion, Yuzuki Choco, Uruha Rushia
  13. Generation 5 (Yukihana Lamy, Momosuzu Nene, Shishiro Botan, Omaru Polka)
  14. Shirakami Fubuki, Nakiri Ayame, Ookami Mio
  15. Natsuiro Matsuri, Ookami Mio, Shiranui Flare
  16. Roboco, Yozora Mel, Aki Rosenthal, Minato Aqua, Shiranui Flare
  17. Natsuiro Matsuri, Oozora Subaru, Sakura Miko, Shirogane Noel, Houshou Marine
  18. Roboco, Aki Rosenthal, Nakiri Ayame
  19. Shiranui Flare, Amane Kanata, Tokoyami Towa

References
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  15. "カバー株式会社がプロデュースする新音楽プロジェクトより、「Virtual Diva AZKi」デビュー" [Virtual Diva AZKi, a new music project by Cover] (Press release) (in Japanese). Cover. 15 November 2018. Retrieved 23 September 2020 – via PR Times.
  16. "VTuberゲーム実況チーム「ホロライブゲーマーズ」始動、「大神ミオ」デビューのお知らせ" [VTuber group Hololive Gamers, and member Ookami Mio, to commence activities] (Press release) (in Japanese). Cover. 6 December 2018. Retrieved 23 September 2020 – via PR Times.
  17. "「ホロライブ配信アプリ」にスマホだけでVTuberのコラボ配信が可能な「コラボ機能」をリリース！" [New collaboration function for the Hololive VTuber app!] (Press release) (in Japanese). Cover. 19 December 2018. Retrieved 23 September 2020 – via PR Times.
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  19. "カバー、アニメブランド「ホロライブ」始動 さくらみこのホロライブ加入も発表" [Cover announces "Holo Anime" and Sakura Miko]. PANORA (in Japanese). 25 December 2018. Retrieved 24 September 2020.
  20. Komatsu, Mikikazu (6 May 2019). "Holo Live YouTubers' New Web Anime Short "Holo no Graffiti" 1st Episode Streamed". Crunchyroll. Retrieved 10 September 2020.
  21. "ホロライブ、bilibiliとVTuber事務所として初めて正式に契約し、中国展開を開始" [Hololive has signed a contract with bilibili and will expand into China] (Press release) (in Japanese). Cover. 8 January 2019. Retrieved 24 September 2020 – via PR Times.
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  24. "VTuber事務所"ホロライブ"に星街すいせい＆AZKiが加入、音楽レーベル始動も発表" [Hoshimachi Suisei and AZKi have joined the VTuber agency "Hololive" and announced a new music label]. Billboard Japan (in Japanese). 19 May 2019. Retrieved 5 August 2020.
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  30. "ホロライブ中国2期生「Doris」「Artia」「Rosalyn」デビュー決定のお知らせ" [Debut dates for Hololive China's 2nd generation] (Press release) (in Japanese). Cover. 6 March 2020. Retrieved 18 October 2020 – via PR Times.
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  56. "关于近日在敝公司旗下艺人的直播中出现错误内容一事的声明" [Regarding issues caused by erroneous on-stream content by our talents]. bilibili (in Chinese). Cover. 27 September 2020. Retrieved 28 September 2020.
  57. "「一つの中国原則を支持」VTuber所属事務所の声明、日中で批判が寄せられる。台湾めぐる「踏み絵」は過去にも..." Huffington Post (in Japanese). 28 September 2020. Retrieved 7 October 2020.
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  68. "ホロライブ専属、ヴァンパイアの「夜空メル」がデビュー 今晩22時からYouTubeで初配信！" [Hololive debuts Yozora Mel tonight at 22:00!]. PANORA (in Japanese). 13 May 2018. Retrieved 22 September 2020.
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  70. "Natsuiro Matsuri". Hololive Production. Cover. Retrieved 1 October 2020.
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  76. Takahashi, Yuji (17 August 2018). "ホロライブ2期生「紫咲シオン」が本日20時から初ライブ！ 新メンバー発表も" [Hololive 2nd generation Murasaki Shion will go live for the first time at 20:00 today! New members also announced]. PANORA (in Japanese). Retrieved 5 October 2020.
  77. Takahashi, Yuji (3 September 2018). "ホロライブ2期生「百鬼あやめ」「癒月ちょこ」が初ライブ！ 本日と明日の22時" [Hololive 2nd generation members Nakiri Ayame and Yuzuki Choco going live tonight and tomorrow!]. PANORA (in Japanese). Retrieved 24 September 2020.
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  79. "白上フブキがリーダーを務める「ホロライブゲーマーズ」始動！ 新メンバー「大神ミオ」も参加" [Hololive GAMERS and new VTuber Ookami Mio debut!]. PANORA (in Japanese). 6 December 2018. Retrieved 24 September 2020.
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  96. VTuberグループ「ホロライブ」、ハロウィンをテーマにした公式曲「今宵はHalloween Night!」を本日発表！ [VTuber group "Hololive" releases their official Halloween-themed song "Halloween Night, Tonight!" today!] (Press release) (in Japanese). Cover. 22 October 2020. Retrieved 30 October 2020 – via PR Times.
  97. VTuberグループ「ホロライブ」、9週連続オリジナル楽曲のリリースを発表！第1弾は雪花ラミィ、桃鈴ねね、獅白ぼたん、尾丸ポルカが歌う『BLUE CLAPPER』！ [VTuber group "Hololive" announces the release of original songs for 9 consecutive weeks! The first song is "BLUE CLAPPER" sung by Yukihana Lamy, Momosuzu Nene, Shishiro Botan, and Omaru Polka!] (Press release) (in Japanese). Cover. 23 December 2020. Retrieved 30 December 2020 – via PR Times.
  98. VTuberグループ「ホロライブ」、9週連続オリジナル楽曲リリースより第2弾楽曲『百花繚乱花吹雪』を発表！ボーカルには白上フブキ、百鬼あやめ、大神ミオが参加！ [VTuber group "Hololive" has announced the second song "Hyakka Ryoran Hanafubuki" from their 9 week series of original song releases! The vocalists are Shirakami Fubuki, Nakiri Ayame, and Ookami Mio!] (Press release) (in Japanese). Cover. 29 December 2020. Retrieved 30 December 2020 – via PR Times.
  99. VTuberグループ「ホロライブ」、9週連続オリジナル楽曲リリースより第3弾楽曲を発表！第3弾は夏色まつり、大神ミオ、不知火フレアによる『至上主義アドトラック』！ [VTuber group "Hololive" has announced the third song in their 9 week series of original song releases! The third song is "SHIJOSHUGI ADTRUCK" by Natsuiro Matsuri, Ookami Mio, and Shiranui Flare!] (Press release) (in Japanese). Cover. 5 January 2021. Retrieved 7 January 2021 – via PR Times.
  100. VTuberグループ「ホロライブ」、9週連続オリジナル楽曲リリース第4弾楽曲を発表！第4弾はロボ子さん、夜空メル、アキ・ローゼンタール、湊あくあ、不知火フレアによる『Candy-Go-Round』！ [VTuber group "Hololive" has announced the fourth song in their 9 week series of original song releases! The fourth song is "Candy-Go-Round" by Roboco-san, Yozora Mel, Aki Rosenthal, Minato Aqua, and Shiranui Flare!] (Press release) (in Japanese). Cover. 12 January 2021. Retrieved 15 January 2021 – via PR Times.
  101. VTuberグループ「ホロライブ」、9週連続オリジナル楽曲リリース第5弾楽曲を発表！第5弾は夏色まつり、大空スバル、さくらみこ、白銀ノエル、宝鐘マリンによる『でいり〜だいあり〜！』 [VTuber group "Hololive" has announced the fifth song in their 9 week series of original song releases! The fifth song is "DAILY DIARY" by Natsuiro Matsuri, Oozora Subaru, Sakura Miko, Shirogane Noel, and Houshou Marine!] (Press release) (in Japanese). Cover. 19 January 2021. Retrieved 19 January 2021 – via PR Times.
  102. VTuberグループ「ホロライブ」、9週連続オリジナル楽曲リリース第6弾楽曲を発表！第6弾はロボ子さん、アキ・ローゼンタール、百鬼あやめによる『Suspect』！ [VTuber group "Hololive" has announced the sixth song in their 9 week series of original song releases! The sixth song is "Suspect" by Roboco-san, Aki Rosenthal, and Nakiri Ayame!] (Press release) (in Japanese). Cover. 26 January 2021. Retrieved 26 January 2021 – via PR Times.
  103. VTuberグループ「ホロライブ」、9週連続オリジナル楽曲リリース第7弾楽曲を発表！第7弾は不知火フレア、天音かなた、常闇トワによる『STARDUST SONG』！ [VTuber group "Hololive" has announced the seventh song in their 9 week series of original song releases! The seventh song is "STARDUST SONG" by Shiranui Flare, Amane Kanata, and Tokoyami Towa!] (Press release) (in Japanese). Cover. 2 February 2021. Retrieved 2 February 2021 – via PR Times.
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  106. バーチャルシンガーAZKi、２つの重大情報解禁！2nd ALBUM『Re:Creating world』予約開始 &「AZKi 6th LiVE Re:Creating world」開催決定！ [Virtual singer AZKi has two important announcements! Pre-orders for her second album "Re:Creating world" are now open & "AZKi 6th LiVE Re:Creating world" will be held!] (Press release) (in Japanese). Cover. 15 November 2020. Retrieved 2 December 2020 – via PR Times.
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