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The story
Sony Music Entertainment has announced that its VTuber project “VEE” will end its current management structure and talent management as of September 30, 2026. The project only got into full swing this year, with five members of “Dev-a” joining in May and six members of “Dev-b” in June — meaning it’s shutting down less than half a year later. On 5ch’s hardware/industry (“Geha”) board, comments focused on VEE’s distinctive system that let talent keep their character name and avatar (“gawa”) when going independent or switching agencies, along with pointed remarks about how fierce the competition from Hololive and Nijisanji has become.
Notice Regarding the End of Sony Music’s VTuber Project “VEE” Management Structure
Thank you as always for your support of “VEE,” the virtual talent development and management project operated by Sony Music Entertainment Inc., and of its affiliated talent.
We are writing to inform you that, as of Wednesday, September 30, 2026, “VEE” will end its current project operations and its management of affiliated talent.
Source: vee-official.jp / Original article here
What people said
Kohaku's literally the only one I know!
Why are they all this same anime style
Throw in a calm, mature onee-san type for once
There were this many of them lol and I don't know a single one lol
Wonder what she'll do
Go indie maybe?
Once you strip that away there's nothing left to run on
Yeah, this was always going to be rough
That's after she'd already quit (indie → then to Specialite), so well, yeah
Feels like they had their star talent poached and just had no moves left
It's all AI from here on!
Cerny swinging an RTX around
Some have already moved on to REJECT and Specialite, so it really comes down to individual talent
Guess they really were locked into PlayStation hardware only, huh?
Ah, that explains why it never took off
Being locked to a minor platform is basically an unwinnable game
If it's the company pulling out of the business rather than the talent "graduating," there might be a chance
Though is there even an avatar here worth keeping?
I've heard it counts as a transfer of company assets, so the tax side gets annoying
Though at the end of the day it's just a money problem, so with enough guts and cash it's apparently not impossible
Normally you'd almost never get to keep it
But apparently VEE has always let talent go independent or switch agencies while keeping their name and avatar
Use your own VTubers for once (lol)
Right after this they also dropped that Pro Baseball Spirits (PlayStation) × Ace Combat real-life event tie-in, so I guess that's just how it is
Sakuratori Mina — horror game clear endurance streams
Those are the only two VEE talents I watch
Good thing is Uparu Channel is going indie now and Mina's apparently doing something too
Honestly never watched the group's official streams so I have no idea who else was even in this
Found both of them separately through YouTube recommendations
Oh, Uparu was from here? I watch her occasionally
Thought she'd been indie from the start
Sony was pulling stunts like this way back too
Officially licensed "3D-Printed Figures (TM)" of celebrities and characters
now on sale via Amazon.co.jp's "3D Printer Store"!!
~ First wave: Japan's top uuum-affiliated YouTubers!! ~
Sony Music Communications Inc. / UUUM Co., Ltd.
Release: March 25, 2014, 10:30
https://www.atpress.ne.jp/news/44411
Product name: "3D-Printed Figure (TM)"
Featured talent: HIKAKIN / Jet☆Daisuke / Seto Koji / Sasaki Asahi /
Kazu / ABTV Network / MEGUMI / SEIKIN
Sony actually invests in Nijisanji
They're way more tied to that than Nintendo is to Hololive
And yet Power Pros is on Switch lmaooooooooo
You don't know SME's track record of playing every side?
Which means you can churn out as many as you want too.
Streaming isn't something just anyone can do either
You wanna watch someone with zero talent for putting on a show?
If you can take that idol, have her do a bit of streaming, and blow past established streamers with it, then running a whole VTuber agency is nothing but a cost center
Background and Key Points of This Story
VEE only got into full swing this year, with five members of “Dev-a” joining in May and six members of “Dev-b” in June — meaning the project is ending less than half a year after its debut. In the thread, many pointed out the irony that Sony invests in Nijisanji while shutting down its own in-house agency VEE, as well as how tough it is to break into a VTuber market already locked down by the two established giants, Hololive and Nijisanji. Some posts noted that VEE let talent go independent or move to other agencies while keeping their character name and avatar, suggesting its handling of rights may have worked differently from a typical VTuber agency. As of August 31, it’s still unclear how this ease of transfer will affect the future activities of its currently affiliated talent.
*This article is compiled as an excerpt/summary from the 5ch (Hardware/Industry “Geha”) thread “Notice of Sony’s VTuber Project Ending Its Operations.”
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