6 minute read
The Collective Production of Hatsune Miku
The Collective Production of Hatsune Miku
How the community collectively produce the spectacular goddess
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Crypton Future Media’s Hatsune Miku
Magical Mirai Concert, 2013
Hatsune Miku, as an emrging subjectivity of the collective production as a community;
The project is about an emerging subjectivity that has been growing for the past 10 years in Japan and outside of the country. Hatsune Miku, which is synthesis voice music program, created by a Japanese company call Crypton Future Media, in the virtual world, that was given the persona and identity through the collective creation of music, illustration, videos and performance in the openness of the virtual world. This is produced through the community online, that comes together and celebrates her as an idol, essentially created a cult around her as the virtual goddess. She is not real, but her impact in the internet world is humongous as various different people of different fields join together in the creation of her visual image and her music through the openness of the virtual world.
Evolution of the Business Model by Crypton Future Media
Paradigm of the Business Model;
The business model of Crypton Future Media is simple from the start – using the typical corporate business ideology, they form business collaboration with other companies and independent illustrators and artistes to gain popularity within the common market. The company then engages in multiple activities that heavily promote the brand and product through resources, which are easily available to the masses. The product valuation will come when the products get popular over the internet, as well as other marketing channels which make targeting audience and community a much more easily done. After which the company will then reap the rewards of the revenues that are generated over time.
Over the years, there is a growing demand for the product, which saw increase in popularity from other resources which are directly linked to the company. Product valuation took a different turn as there are many different types of target audience, who got attracted by the product and begin to collectively produce using the product as a base – that reached out to an even wider range of audience that was way different from what the company set out to do. The increase of online popular illustrators, composers, animators, artistes as well as community created a whole new market itself; the community engagement and popularity segment.
Crypton Future Media realized that the community have started to engaged itself and created a whole new personality to the product, and decided to bring even much more content and engagement to the community as this might increase the product popularity well over the location market. This is turn led to the collective collaboration between big companies and the common communities, opening a entirely whole new archetype of collective collaboration through mutual production.
The popularity of Hatsune Miku leads to;
Collaboration between real music artistes and her in a music video.
A massive concert every year which draws the community together in a singular space and celebrate her through the performance of the music created by the community, with dress for each song, visualized by different illustrators and choreographers that are part of this community or cult.
Cafes that are the meeting point for different fields of people to come together and collaborate works from music making, to illustration and performance of her music
Development of AR software to further bring her musical performance to real time viewing through hardware that is readily available to anyone.
BUMB OF CHICKEN featuring Hatusne Miku;
Using Crypton Future Media’s advance technology, called 14 Model, Hatsune Miku is able to be projected live in the space behind BUMP OF CHICKEN, performing together with them. She was singing a duet of “ray” with the band, while the band is performing live on stage consistently having interaction to and fro with her.
The collaborative nature of creating the music video, have been given a extra impact of introducing another whole new set of disciplines to be collectively producing the spectacle of the music video. The production video shows different fields of production running in parallel as the collective engagement of the creators of the music video. The most basic forms would be each disciple perfecting the production as individuals’ fields, before coming together at the first layer to incorporate different elements – as it builds up over different layers, the final production would be the music video that is produced. The act of these productions gave birth to a new working methodology of collective production across different fields and element.
The drawing that I have been developing shows the collaboration of the music video, where different people of different fields are within an open architectural space, collectively in the production of the music video and the performance of Hatsune Miku.
The Plan shows the precise positioning of each maker, producing the spectacle that happens on the stage. The performative articulation of Hatsune Miku and the artiste’s music reflects back as a spectacle of light onto the makers. The architectural space showcases the openness of the collaborative space, but how different fields of people work together tightly in the production of the music.
The Axonometric shows the different scale of work from each field in relationship to the interaction between their work, people around them and the stage. The line of sight is constantly articulated towards the stage and each reflection symbolizes the different ephemeral spectacle that was viewed.
The elevation attempts to analyze the layers that create this space, through the juxtaposition of different spatial representation. The Collaborative instrumentality layer, the supportive element layer and the production of the collective layer. The deconstruction of the elevations informs how simple the openness of the architectural shell, could lead to the complexity of the production of the music.
