Cover Corp. Launches New Music Label 'hololive RECORDS' for VTuber Group Hololive Production

Cover Corporation, the company behind the popular VTuber group "hololive production," announced today, July 16, the launch of its new music label, "hololive RECORDS." This new label is positioned as "a stage for talents affiliated with hololive production to enjoy and take on new challenges in music," operating under the slogan "Broader, Deeper, Freer."

The establishment of this label indicates hololive production's intent to rebuild its in-house system for music production and distribution, aiming to more strongly support the music activities of its affiliated talents. This move marks a full-scale entry into the music industry for the leading company in the VTuber sector.

"hololive RECORDS" became a trending topic on social media, generating significant buzz among fans. Many users expressed anticipation for increased activity in talent music, with positive comments such as "This will create a great environment for talents who really want to dedicate themselves to singing."

Speculation is also circulating that recent events, such as the announcement of talent AZKi's label transfer (returning to hololive from Victor Entertainment) and previous mentions at shareholder meetings, might have led to the establishment of this new label. This move is expected to allow for better reflection of individual talent activity policies and offer operational benefits, including profit distribution.

The official X (formerly Twitter) account for "hololive RECORDS" has already been launched, and many affiliated members, including talent Hibisaki Liona, have expressed enthusiasm for releasing original music under the new label. It has also been noted that two EPs scheduled for release in November could potentially be the first works released under the "hololive RECORDS" name, drawing significant attention to future developments.

The context

Hololive Production is a major Japanese VTuber agency, managing a large roster of virtual talents (VTubers). VTubers are online entertainers who use virtual avatars generated by computer graphics and motion capture technology. They engage in activities like live streaming, singing, gaming, and interacting with their audience, similar to traditional YouTubers or streamers.

Music is a significant part of many VTubers' careers, with talents frequently releasing original songs, cover songs, and holding virtual concerts. By launching its own music label, Hololive Production aims to have greater control over the entire music production pipeline, from creation to distribution. This could potentially lead to more flexible production schedules, higher quality output, and more favorable revenue sharing for both the talents and the company, solidifying its position in the entertainment industry beyond just streaming.

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