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Sony Music Entertainment (Japan) Inc.’s VTuber agency PRISM Project is set to cease operations on March 31, 2024. The virtual talent management label issued a press release on March 2, claiming that all eighteen talents currently managed by the agency would become independent artists as of April 1, 2024. They will retain their original talent moniker and personality. All rights to their character images will be transferred to them to facilitate their seamless transition to independent artists as they maintain their presence on YouTube and other social media profiles.
The PRISM Project advises fans to tune into each creator’s stream or social media in early March for more updates on their individual plans and upcoming activities after March 31. Additionally, fans can rest assured that all events and programs announced for March will go on as planned. Even trading orders placed by the March 31 deadline will be fulfilled after the PRISM project operations end. All fan mail received by the deadline will always be delivered to the individual talents. Additionally, the PRISM Project social media accounts – YouTube and X (formerly Twitter) will remain for future generations as an archive.
The VTubing project encouraged fans to continue supporting the artists even after the agency’s activities were finalized in late March. However, it has also asked fans to refrain from directly questioning the artists. All business-related questions regarding the new announcement should be sent to contact@prismproject.jp.ash
Also read: Jujutsu Kaisen S2 Dominates at Crunchyroll Anime Awards 2024; Winners list released!
About VTuber Agency PRISM Project:
The “Multinational VTuber Agency of the Future” was originally founded by Enderball Inc. Eventually, Sony Music Entertainment (Japan) took over operations in May 2022. Over these nearly two years, the PRISM project was able to expand its reach. Its artists were showcased at major anime conventions and even other events around the world. The agency released a plethora of original music releases, started a music label and achieved many other milestones that were originally out of PRISM’s reach.
PRISM project creator, Shogun, also commented how proud he is of his contribution and its longevity.
The list of current PRISM project agents is as follows:
first generation:
- iku hoshifuri
- aoi tokimori
- meno ibuki
Second generation:
third generation
- Shiki Miyoshino
- Nia Sujun
- Yura Rikudou
- what do you want?
Fourth generation:
- Naki Kamizuki
- Sarah Nagare
- no anon
5th generation:
Sixth generation:
Seventh generation:
- Mako Sameshima
- look at asteria
- emma oumiya
Why the PRISM project is closing according to Shogun:
“After careful consideration and discussion between management and talents regarding each talent’s goals as virtual artists, and industry trends and the adequate staff resources required to not only maintain the brand but also grow the brand With that in mind, together we have made this incredibly difficult decision. “Closing talent management operations and making it possible for each talent to continue their activities under their current talent names with their own character IP,” Shogun said in the press release.
Fans shared their thoughts on the matter on online discussion forums. As usual, the debate has left the two sides with differing views. One side is considering the ‘death’ of VTubing in the West due to the decline of interest after the pandemic. The other side states that with their Japanese corporate association, artists did not have the freedom to adopt the latest ‘trends’ such as playing games.
One 4chan user wrote: “Reading the message it seems they agreed that the goals everyone (employees and talent) wanted were not achievable with the company. They couldn’t play the games they wanted because it was a Japanese company they were referencing “trends”, referring to resources they couldn’t provide given the size of the company. Ultimately the goals they wanted to achieve could not be achieved as a company, so letting them keep their models and do their thing was the choice they made.’
Reddit discussions also explored other possibilities. A longtime VTubing enthusiast brought to mind recent layoffs in the gaming sector: “Keeping in mind the very public and massive layoffs in the gaming sector that Sony did just a few days ago; I’m inclined to believe that PRISM may be a victim of Sony purging parts of its business to ensure its profits for the next investment meeting.
Despite the heartbreaking decision, many fans applauded the PRISM Project’s initiative to transfer all rights and IP to the soon-to-be-independent talent. “It’s a shame it’s over, but it’s the best way it could have ended. No drama, good terms, and all talent is able to keep their IP while being independent. After the mess of the past few months, I have to give the Prism Project credit for their excellent work. They were full of hearts that will carry them through!” one Reddit user responded.
What is VTubing?
Like any other form of live-streaming, VTubing also follows a similar path, except that the creator adopts a virtual avatar here. Every VTuber has a signature avatar that sets them apart from others. These avatars can be made by an artist or purchased from the market. Some VTubers also chose to design their own avatars. The cutting-edge fusion of animation software programs and motion capture technology allows these avatars to come to life across a variety of streams.
While this form of live streaming began in Japan in the 2010s, it rapidly gained popularity by 2020 as English-speaking viewers also became attracted to it. As soon as you look at these avatars, you’ll immediately recognize the influence of Japanese pop culture, including anime and manga, in their creation.
As of February 2024, these are some of the most popular VTubers (by their follower and subscriber counts on Twitch/YouTube): Gavar Gura, Nimue, Fillion, Houshou Marine, Kizuna Ai, Nytasha Nayaners, Ironmouse, Shaxtou and others. An important observation from the list of the top 20 VTubers (listed by Dexerto) is that many of the entries in the chart correspond to independent artists.
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