In August 2022 we told you about Sony Music Entertainment Japan’s virtual talent brand called, PRISM Project.
At the time, SMEJ launched a global talent audition for real-life creators to work as virtual characters via the Tokyo-based company, described in a press release as a “member of the Sony Music Entertainment (Japan) Inc. family of virtual talent brands”.
SMEJ doubled down on the virtual talent agency last year, with the addition of two new acts. On PRISM Project’s website, it’s referred to as “a multinational VTuber agency from the future”.
According to an announcement from SMEJ on Saturday (March 2), PRISM Project will cease operations as of March 31, 2024.
In a statement issued over the weekend, PRISM Project’s Producer, known as Shogun, cited “industry trends and the considerable staff resources required not only to sustain but to further grow the brand” as the reasons behind the decision to cease operations.
Primarily active on YouTube, and known as ‘VTubers‘, these PRISM-‘signed’ talents, virtual characters voiced and presented by real people, stream a variety of content fronted by their avatars including, but not limited to, singing, karaoke, gaming, art, and more.
All eighteen virtual acts currently managed by PRISM will become independent performers from April 1, 2024 under their current talent names and personas, according to SMEJ.
SMEJ said that they will even be “transferred the rights to their character images to permit a seamless transition to independent talent activities utilizing their current YouTube and other social media accounts”.
Originally founded by a digital entertainment company called Anotherball, Inc., PRISM Project “transitioned to management and operation” by Sony Music Entertainment (Japan) in May 2022.
According to SMEJ, in the nearly two years since taking over the PRISM Project, it “saw its reach and exposure increase dramatically”.
SMEJ added that PRISM Project acts have made “appearances at major anime conventions and events both within Japan and around the world, multiple original music releases, a major music label debut, the addition of formerly independent talents as their original character IPs, and other significant accomplishments which saw PRISM’s reach extend far beyond its original scope”.
“Since the transition to Sony Music, PRISM Project’s talents created nearly two years of engaging, pioneering content, and we are extremely proud of the contributions that each PRISM talent has made to the virtual talent space.”
Shogun, PRISM Project Producer
In a statement issued over the weekend, PRISM Project Producer ‘Shogun’ said: “Since the transition to Sony Music, PRISM Project’s talents created nearly two years of engaging, pioneering content, and we are extremely proud of the contributions that each PRISM talent has made to the virtual talent space.
“Our opportunity to bring PRISM talents’ content to a much larger audience (both virtually and physically), to achieve a long list of ‘firsts’ for PRISM as a staff-and-talent team, and to have had the chance to continue to pursue our mission of helping each and every one of our viewers find something they love and feel happiness every single day was an honor and a privilege.”
They added: “After careful consideration and discussion between management and talents regarding each talent’s goals as virtual performers, and with an eye towards industry trends and the considerable staff resources required not only to sustain but to further grow the brand, together we have made the incredibly difficult decision to cease talent management operations and make it possible for each talent to continue their talent activities under their current talent names with their current character IPs.
“I recognize that this will be a heart-wrenching and surprising announcement for our fans, but I want you all to know that PRISM Project is eternally grateful for the long-term, passionate support of its fan audience, and we hope that fans will continue to support each talent as they take the next step in their talent activities.”Music Business Worldwide