Sony Music Japan is building ‘the largest virtual talent development and management project in history’
One of the MBW most talked about The story of the summer was signed by ‘virtual artist’ FN Meka Capitol US profile.
But the phenomenon of non-human (or partially human) artists gaining traction is certainly not limited to the United States.
For example, this trend is well known in Korea and China where actions like Aespa and Ha Giang pushed the idea of “virtual artists” into mainstream pop music.
And in Japan, things are taking things to the next level: Sony Music Entertainment (Japan) is currently working on two major virtual talent projects – one of which has been called “the largest virtual talent development and management project in history”.
Sony Music Entertainment (Japan) recently launched a global talent selection for real-life creators to make virtual characters through ‘Project PRISM’, described in a Press Release as a “member of the family of virtual talent brands Sony Music Entertainment (Japan) Inc.”.
On the PRISM Project website, it allusion to as “the multinational VTuber agent of the future”.
According to SMEJ, Project PRISM supported by Sony Music’s industry-leading expertise in talent management, voice acting, music production, event production and digital technology”, and aims to “transcend the boundaries of the virtual talent space”. by providing opportunities for growth and development unmatched in today’s industry”.
Officially launched in January 2021, the PRISM Project agency is currently working with 12 so-called “virtual talents”, including Iku Hoshifuri, Aoi Tokimori, Meno Ibuki, Rita Kamishiro, Luto Araka, Shiki Miyoshino, Nia Suzune, Yura Rikudou, Pina Pengin, Naki Kamizuki, Sara Nagare and Non Anon.
Mainly works on YouTubeand called ‘VTubers‘, the talents of PRISM-, virtual characters voiced and presented by real people, stream a variety of content on their avatars, including, but not limited to, singing, karaoke, gaming , art, etc.
The Prism Project audition announcement adds that “applicants must have a strong desire to develop their career as professional virtual talent, wanting to pursue streaming as a professional.” virtual YouTubers (VTubers) and interested in pursuing other related talent activities under a professional management team in the industry.
In May, PRISM announced that they had written a “partnership“With SMEJ. The producer of Project PRISM, named ‘Shogun’, told MBW via email that the partnership “includes the transfer of 12 currently active PRISM Project talents to Sony Music Entertainment (Japan). Inc.
“Instead of ‘acquiring’ part of the old management company’s business, this is a change in the affiliated management of each talent, while maintaining the same brand,” they said. said more.
Along with Project PRISM, Sony Music Entertainment Japan also operates a virtual talent agency called VEE Virtual Entertainment (see above).
The division was launched last summer with its own audition program. Follow VEE websiteThrough this division, Sony Music Entertainment (Japan) Inc. “is launching the largest virtual talent development and management project in history.”
The website states that “more than 50 virtual talents are expected to come out of this project, and in addition to video distribution and production, they will be involved in music, voice acting, creative work, and other activities.” another move to make their ‘dream’ come true”.
The first five so-called “virtual talents” was given in the May.
It also states on the VEE website that, “Sony Music Group (Japan), which has developed many types of entertainment businesses, will support the operation of virtual talents by making the most of their know-how and solutions.”
MBW was informed by the producer of the PRISM Project that the PRISM Project operates as a separate brand with the VEE project.
They said: “Because we belong to the same department, our employees share information and support each other on projects, but in general, each brand has its own administrative and management team. me.
“Virtual talent has gone from niche to mainstream in the blink of an eye and will only continue to be embraced and integrated more into our modern entertainment landscape going forward.”
Shogun, Project Prism
Commenting on Project PRISM and Sony Music Entertainment Japan’s ambitions for the virtual talent space, the producer of PRISM Project told MBW via email: “Our number one goal and ambition is to ensure ensure that we can realize the dreams and ambitions of our talents, first and foremost.”
They added: “Secondly, we are excited to bring the virtual talent space closer to the real entertainment space, using the deep resources and global expertise of Sony Music Entertainment (Japan). ) Inc.
“We hope to create an environment where virtual talent is seen as “real” talent in the real entertainment space and break down the barriers between the virtual and “real” entertainment industry. .
Looking to the future of the virtual talent space, the producer of Prism Project, said: “Virtual talent has gone from niche to mainstream in the blink of an eye, and will be more and more accepted and accepted. integrated into our modern entertainment landscape. in front of.
“Not only will advancements in 3D and VR technology allow greater freedom of expression and audience interaction with virtual talent in cyberspace, but I believe virtual talent will increasingly engage more into more “traditional” forms of entertainment, such as television, theater and art. “Worldwide music business
