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Nicovideo and creative industry + vocaloid
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Nicovideo and creative industry + vocaloid

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  • Reverse link of products
  • In partucular, music
  • HatsuneMiku too big

Nicovideo and creative industry + vocaloid Presentation Transcript

  • 1. CHIUTO’S PROFILE Part-time developer  http://hitbag.info(高登圖片打包器)  Antiforced like chrome extension  Android HKGOLDEN Xmas Live Wallpaper http://blog.chiuto.com ACG otaku Japanese LV1 chiuto@HKGolden
  • 2. WARNING! http://www.nicovideo.jp/watch/sm2057168
  • 3. A real creative industry on the internet
  • 4. The world’s first online orchestra?• From wikipedia: Youtube (2008/Dec/1)• First Niconico orchestra work is uploaded on 2008/Aug/13… (http://www.nicovideo.jp/watch/sm4274181)
  • 5. Niconico douga (ニコニコ動画)• http://www.nicovideo.jp• The most popular video sharing site in Japan• Smile video• Launched in 2006 Dec• Overlay comments on youtube videos• Gross profit USD8.6M as of 2011 Nov• Earning more than youtube!
  • 6. Source: Alexa
  • 7. So what is the top 13?
  • 8. Starting from the player…• Demo• Features 1. Overlay comment 2. Advertisements 3. Actual selling of a variety of “goods” 4. 10 limited tags 5. Niconico encyclopedia 6. Premier account system
  • 9. 1. Overlay comments• Most unique feature – China clones: acfun.tv, bilibili.tv• Customizable colors, positions• Various usages: lyrics, remarks (Demo)• Ascii art (AA – originates from 2ch)• New experience playing everytime• http://www.nicovideo.jp/watch/sm5202963• http://www.nicovideo.jp/watch/sm8822410
  • 10. 2. Advertisements• User generated advertisments• Also a kind of gag• Unbelievably interesting!• The buddhist altar incident (仏壇騒動) in 2008
  • 11. 2. Advertisements (cont’d)
  • 12. 2. Advertisements (cont’d)• Dedicated sales promotion channel• Rankings showing sales figures• Trends, peer pressure
  • 13. 3. Actual selling of a variety of “goods”• Close cooperation with amazon jp• Electronic content sales• User generated content sales (later section)• Online concerts, live shows
  • 14. 4. 10 limited tags• #hash in twitter, tag cloud• Default categories• Limited => precious => high quality contents• Wars of tags• Closely integrated to niconico encyclopedia
  • 15. 5. Niconico encyclopedia• Wiki like• Still exisited after tag is removed• Reverse link back to videos and products• Premium members only!• Paid = loyalty = high quality
  • 16. 6. Premium account system• 525yen/month• The popular freemium web2.0 model (free+premium)• Watching – Dedicated connection – Avoid economy mode – VIP for live shows – High resolution iPhone streaming – No annoying time reports (時報)• Uploading – Live broadcast function (similar to justin.tv) – High resolution – Fancy decription – Larger fileszie – Priority upload
  • 17. Nicovideo contents• Synchronous broadcasting TV animation (Japan only)• Holding online interviews, concerts• Exclusive user generated contents (UGC)• Collaboration of contents (n-degree UGC)• Cooperation with media company Lantis• Cooperation with music/star agencies
  • 18. Japanese UGC explained• Japanese most exported culture – comics• Doujin culture (同人文化) – 2nd degree creativity – Evolution of a single subject (NETA)
  • 19. Example1: Ranranru• Origin: http://www.nicovideo.jp/watch/sm1655326• MMD: http://www.nicovideo.jp/watch/sm3673113
  • 20. Example 2: Family Mart• Origin: http://www.nicovideo.jp/watch/sm8129671• http://www.nicovideo.jp/watch/sm8167036• http://www.nicovideo.jp/watch/sm8392387• http://www.nicovideo.jp/watch/sm8259557• http://www.nicovideo.jp/watch/sm8186597• Results: http://www.nicovideo.jp/tag/%E3%83%95%E3% 82%A1%E3%83%9F%E3%83%9E%E5%85%A5%E5 %BA%97%E9%9F%B3?page=22
  • 21. “Neta” OriginDevil Akiba Orchestra Vocaloid +lyrics Animation Over 6000 entries…
  • 22. Different forms of creativity• Dancing• Singing• Making• Drawing• Instruments• Technology http://www.nicovideo.jp/watch/sm14365038 http://www.nicovideo.jp/watch/sm8793994
  • 23. User turns into Stars (1)• ヒャダイン – composer, mixing, singer, lyrics – Making game musics re-creation on nicovideo since 2007/12 – Famous works: Super mario world, Street fighter. – http://www.nicovideo.jp/watch/sm3108399 – 53rd works ヒャダインのカカカタ☆カタオモイ-C debut – As the Nichijou (日常) OP song – http://www.youtube.com/watch?v=osWXbe7MbGE
  • 24. User turns into Stars (2)• ryo (supercell) – composer, mixing, lyrics – 1st work uploaded 2007/12 – メルト by Hatsune Miku (初音ミク)• nagi (supercell) – vocal – Famous female singer• Debut in 2009/08• 君の知らない物語 – 化物語OP song• ranked highest 5th in Oricon (weekly)• OP/ED songs of Guilty Crown http://www.youtube.com/watch?v=rV-jTX4HIzs
  • 25. The vocaloid effect• Developed by Yamaha• Use human voice as a kind of instrument• Prerecorded human voice of basic Japanese characters• Software to tune note, pitch of every word• The most famous is Hatsune Miku• http://www.youtube.com/watch?v=MGt25mv4-2Q
  • 26. Vocaloid software
  • 27. Vocaloid power• Hatsune Miku first song みくみくにしてあげる♪ http://www.nicovideo.jp/watch/sm1097445• IA http://www.youtube.com/watch?v=jAZ8G91kCSM• LA concert: http://www.youtube.com/watch?v=fWHukvSwg50
  • 28. Benefits of vocaloid• Composer does not need a vocal – Rise of music composing boom• Singler knows how to sing – Precise demoing – Shorten handling time• Instrument players do not need to take care of vocal – Rise of band formation, performance
  • 29. The vocaloid effect (cont’d)• MMD Miku Miku dance• Simplified Blender like software• Free• Model positioning software• Similar concept to vocaloid• Motion tracks mapping to models• Same motion for different models• Ideal to match music with characters movement• A great varieties of plugins• Result = super high quality music videos
  • 30. MMD interfaceAn example of divison of labour
  • 31. • Famous animation/game music company• Crowdsourcing• Seek talents on nicovideo• Publish CD for talented singers and bands in nicovideo• Including HK 16-year-old girl ほんこーん• Share profit with content creators
  • 32. Classic evolution of vocaloid songs• Song ルカルカ★ナイトフィーバー http://www.nicovideo.jp/watch/sm6119955• Covering, Band http://www.nicovideo.jp/watch/sm6132406• MV• Dance http://www.nicovideo.jp/watch/sm7517202• MMD, CG http://www.nicovideo.jp/watch/sm7821565
  • 33. Impact to other traditional industries• Changing GAME development, especially music game• http://www.youtube.com/watch?v=dWnlhDC1r4g• Changing KARAOKE industry• http://joysound.com/ex/karaoke/newsong/request.ht m• Changing the ANIMATION industry too• http://www.blackrockshooter.jp/
  • 34. Thank you for listening! Q&A & video sharing