Even if they do not say it out loud, there are probably many people who feel that “Vocalo culture would not have developed without Niconico video.” The Yamaha VOCALOID team conducted an interview with Niconico Director Shigetaka Kurita as a part of our VOCALOID 20th anniversary celebration. Please enjoy this interview filled with VOCALOID love.

Three reasons for organizing The VOCALOID Collection — VOCALOID crosses genres and connects creators

-Thank you for speaking with us today. VOCALOID is celebrating its 20th anniversary. What is the significance of VOCALOID to Niconico video?

Mr. Shigetaka Kurita：As you all know, Niconico is a platform where anyone, whether professional or amateur, can post works for everyone to enjoy. Among these, what is special about what we call Vocalo music is not the derivative works, but rather the primary creation contents, isn’t it?

If we say what is amazing, it is not just the music, but it is also the continual generation of a range of culture from that. If there is a VOCALOID song, other works are created with people singing cover versions, dancing along, playing along, creating visuals and making MMD (animated dancing using MikuMikuDance), for example. However, whether the VOCALOID characters appear in these works or not is fine. Anyway, it is a vast world. I believe that the culture born from VOCALOID is large and really important even within Niconico.

- It really feels like it might be forming one ecosystem.

Kurita：That’s right. The generation of various things from a single work also means that the creators who continue to be involved are as many as there are works derived from the original. I think that VOCALOID is an extremely important thing for connecting creators with each other.

-You also hold The VOCALOID Collection and other events. Please tell us what inspired that.

Kurita：Niconico had a system called ranking from the beginning. In particular, there was a time when user enthusiasm was extremely high with overall rankings. When a Vocalo song was posted, there would immediately be competition to sing covers and dance along, for example. At that time, the Internet did not have as much content as now, so I think that it was natural for everyone to watch the same contents in the same places, which is one of the big reasons that it became so lively.

Current VOCALOID rankings. Even now, viewing popular songs of the time ordered by ranking, we can see the enthusiasm then.

https://www.nicovideo.jp/ranking/genre/music_sound?tag=VOCALOID

Kurita：In recent years, as a result of user interests becoming more diverse, rankings have also become like custom rankings, and unfortunately do not generate as much excitement as before. Under these circumstances, I began to think that I wanted to make a festival that would have the excitement of the rankings again. Users would enthusiastically post their works and for several days everyone would follow and cheer them on. I thought, “Wouldn’t it be interesting if we could experience that kind of enthusiasm again?” That is the first reason.

Moreover, Niconico has had a culture of “posting festivals” for many years. Users have been doing these on their own, but recently, there has been a sense that people want them to be run officially. As a form of response to this, by taking the lead officially and holding posting festivals, maybe users will also become more active in their posting. This is the second reason.

The final reason is the idea that we want to create gateways to success for creators. Many people coming from Niconico have become famous and are active in various genres. I think that the flow of amateurs becoming pros through Niconico is something that other sharing sites do not have and is one of the strengths particular to Niconico. Since hits are more easily born in places where there is enthusiasm, if you become famous through The VOCALOID Collection, you might be able to get work, and those opportunities can open paths to becoming a pro. I wanted to create a place - the gateway to becoming a professional creator -  where net creators would be nurtured consistently.

I wanted to create something that was not limited to just one genre but also enabled participation by creators from various genres, such as creating dances and MMD to music. Given this, I could think of nothing other than VOCALOID.

What is The VOCALOID Collection?
It is a Vocalo culture festival put on by Niconico for all people with a relationship to Vocalo, including creators, users and businesses that have been spurred by Vocalo culture to activity on the Internet and elsewhere.

https://vocaloid-collection.jp/

Kurita：In reality, I think that The VOCALOID Collection created a place where everyone could be involved enthusiastically, even drawing in the users who enjoyed the works. The creators themselves communicated about it using social media, and through this event, creators, including not only Vocalo producers but also creators from different genres, were able to interact.

In the present age when ways of enjoying things are diversifying and topics of conversation are also tending to become more scattered, I believe that having people who exist in different fields get excited together on the same theme over several days is something that should be pretty enjoyable.

-With VOCALOID as the starting point, various people connect and get excited in numerous ways. The spread of this unique outlook might be due to the nature of VOCALOID in particular.

Kurita：Perhaps because of the VOCALOID Collection, I feel that VOCALOID has begun to catch fire again. That the excitement is building in a different way than when VOCALOID first took off is something that is also really interesting.

-Please tell us about what has made you most happy and what has left an impression since you became involved with VOCALOID.

Kurita：Well, through VOCALOID, I have made new connections.

When we started the VOCALOID Collection, I announced, “I will listen to every submitted song!” After receiving 600 songs, when I listened to and recommended them, people were happier than I expected. Then, continuing with that enthusiasm, we received now reached 7,000 or so songs… and I have somehow managed to listen to all of them. (Said with a wry smile,)

Kurita：As a part of this, I created a club called “Voca Review (It means Vocaloid review)” that publishes reviews of VOCALOID songs on social media. I also have direct interactions not only with VOCALOID producers, of course, but also with listeners, and I started going to THE VOC@LOiD M@STER (VOM@S). As my acquaintances increase in number, I have come to make plans with them, support posting festivals and sit on panels of judges. I have met many people that I never would have without VOCALOID. I truly believe that encountering VOCALOID has been my good fortune.

Being able to have a new challenge was also big. I think I have had a variety of life experiences, but at this age, I have had opportunities to sing Vocalo songs and dance along to them at the Niconico Chokaigi. In addition, I never expected my voice to become a synthetic voice library, to make my own songs and even to perform as a DJ. I absolutely would not have had these opportunities without VOCALOID, so I am grateful.

-How was dancing along?

Kurita：The first time I was completely serious and danced with a severe expression on my face. (Laughs.) I have been dancing every time since then, and finally I have become able to dance with a smile. My stamina is not a problem, but memorizing dances is a struggle, and when I actually try and dance, I cannot do it to my satisfaction, so I have to keep recording takes many times. It took me three years to get to this point. (Laughs.)

Niconico managing representative Shigetaka Kurita dances along to "Kawaikute Gomen"

https://www.nicovideo.jp/watch/sm43716686

-From the side of VOCALOID production, I did not imagine that VOCALOID would inspire people to dance. (Laughs).

VOCALOID also keeps connecting to music – a “somehow different existence” that is completely separate from human things

-Before joining Niconico, did you have any interest to VOCALOID?

Kurita：Niconico started in 2006, and I joined Dwango which is the supplier of Niconico Video in 2015. VOCALOID works began being posted from around 2007. I liked and started listening to Vocalo songs around that time, long before I joined the company. I thought it was interesting from the first time that a Vocalo Song caught my ear, and I naturally checked it out.

In the 1980s, there had already been a “Electric Diva” in a science-fiction setting. The author Kaoru Kurimoto had a novel called “Siren,” and a virtual singer named Eve Tokimatsuri appeared in MEGAZONE 23. There was also, for example, Kyoko Date who debuted as a virtual idol using 3-D computer graphics. I had a deep emotional response when VOCALOID was introduced. The idea of virtual idols had been realized in the 21st century!

I had also felt it with science-fiction and thought the perspective of being something that had been created, like “Electric Angel,” was also interesting. I was listening to a wide variety of works, including “1/6,” “MOON” and “Spica.” In addition, since I like music games, I also played “Hatsune Miku: Project DIVA.”

Hatsune Miku original “Electric Angel” (full version)

https://www.nicovideo.jp/watch/sm1249071

Kurita：After I changed jobs in 2011, I became busy with work, so I was not able to keep up with songs other than the hits. Since coming to Niconico, though, I have been able to dive in deep again with The VOCALOID Collection. (Laughs.)

-How was it when you got involved with VOCALOID again after a while?

Kurita：Honestly, I was surprised. “It’s become like this now?!” In the past, if you thought of Vocalo songs, an image dominated by J-pop, techno and electro was strong. Since then, the musical genres included seem to have quickly expanded to cover every type.

-Besides VOCALOID, what types of music do you listen to?

Kurita：My starting point is 80s music. Back then, I liked Rebecca and mainly listened to bands. I also like Hikaru Utada. I have been following her since her debut in 99.

However, I am really omnivorous, so I have listened to all types of music since that time. I also followed Billboard charts, listen to classics and even spent time with metal and hard rock that was popular in those days… including MEGADETH, METALLICA and Yngwie Malmsteen. Around 2000 I listened to trance and techno and things like that. Having always liked games, I also like game music and of course listen to anime songs. In fact, I was also involved in Animelo Summer Live for work.

-Is there any music that you discovered through VOCALOID?

Kurita：Vocalo songs taught me about alternative rock and shoegaze. Recently, I also learned about dubstep and electro swing EDM styles through Vocalo.

Listening to music through Vocalo songs, I feel that the music scene is beginning to change.

Kurita：When I wondered why all these people like VOCALOID, I thought, on the other hand, “What would be the opposite of VOCALOID?” It has to be bands of people and singer-songwriters who write, perform and sing songs themselves.

With those kinds of songs and Vocalo songs, along with differences between the voices, perhaps whether or not the artists have backbones is a big factor. Since fans of an artist become fans of not only the songs but everything about the artist, including their appearance and personality, as well as their behavior and ideas, I think the case is often that they are not thinking about the music by itself.

So, if we ask how VOCALOID is, it feels like a “somehow different existence” that is completely separate from human things. For this reason, particularly, it seems to also have a quality that people can accept and like in any genre of music. In music, there was an era when the people who compose music, wrote lyrics and sing were completely separate. Perhaps we are returning to that era. For example, could it be like when only the music comes through if you listen to it on the radio? By applying this filter that is VOCALOID, it feels like various things come through smoothly.

20 years have passed since the arrival of VOCALOID. How does the music scene continue to change one generation later? I think this is really interesting and I want to see that future.

I think that people who like Vocalo songs have in them a part that thinks something like “Vocalo songs are our music.” It is not music that is given to people. It seems like they make friends that are in the same field and discover the songs themselves. Isn’t this itself part of the culture of VOCALOID and a reason for its strength?

-Please share some advice with people who want to create something from now, not just for musicians but for all creators.

Kurita：No matter what kind of work you create, nothing will be born from it if it is not seen by someone. For example, stars born on Niconico like Ado and Kenshi Yonezu started by recording themselves. I believe that they had moments when they wondered something like “Should I upload this amateurish stuff?” By sharing, various people will hear your work and react to it. Keep sharing in response to that. I am sure that this repetition was the thing.

If you do not share your works, nothing will get started and nothing will change. Especially because we do not know what people take to, rather than worrying and getting stalled over the skillfulness of a work, just complete it properly and present it. I believe that this is the first step to getting opportunities, so I want you to take courage and try stepping forward.

-Thank you very much for your time today!

In recent years, the relationship with Niconico at Yamaha has deepened through The VOCALOID Collection, and I have come to know various Vocalo songs very well through it. From Mr. Kurita, who is an organizer of that event, I felt deep love for Vocalo, even setting aside his position in Niconico Management. As a VOCALOID developer and maker, this was an inspiring interview. I will continue to keep my eyes glued on Niconico. And you, reader, why not join the next VOCALOID event?

Interview and article production: SoundWorksK Marketing LLC