It’s been a couple months since FLOW GLOW arrived on the VTuber scene. hololive’s rap-focused generation is fairly different from what has come before them, and I want to record my thoughts and feelings now that I’ve had more time to see what they’re about.

(Disclaimer: I don’t know music genres very well, so this might just be word salad). 

On a micro level, all of FLOW GLOW feel ready as entertainers. Rindo Chihaya is my favorite of the bunch, between her gorgeous character design, her love of cars, trombone skills, and deeper singing voice. I also find Isaki Riona to be especially silly and entertaining. In one “mindfulness” stream (i.e. assisted meditation), she asked her viewers to emulate throwing a Kamehameha.

On a macro level, FLOW GLOW does something important for me: It helps clarify the direction of their newest branch, hololive DEV_IS. 

Back when DEV_IS was first announced, it wasn’t obvious what exactly made it different. Don’t holo talents already make music? Weren’t INNK and Project Hope different attempts to focus on music that both ended up closing? Don’t the members of ReGLOSS (DEV_IS’s first generation) stream games and talk with chat all the same? But FLOW GLOW makes it much more obvious where the difference lies. One, the generations are seen even more as cohesive groups of performers. Two, they lean even more into the types of antics one might expect of “talents”—the minor celebrities who appear on variety shows in Japan. That first aspect is what piques my interest.

The fact that FLOW GLOW has a completely different sound compared to ReGLOSS says it all. Instead of trying to follow a reliable formula to the point of tedium, Cover Corp seems to be exploring different avenues with the notion that an increasingly diverse roster can reach different corners, and FLOW GLOW’s K-Pop + J-Eap approach contrasts with the smooth synth J-pop of ReGLOSS. While I’ll admit that I’m not a big fan of their debut song, “FG Roadster,” I’m glad they’re not just ReGLOSS 2.0. Also, their first cover song (of KICK THE CAN CREW’s “Marche”) reminds me a bit of A Tribe Called Quest, and gives me hope that they’re going to try different genres of rap.

It’s funny to think about that combo of K-Pop and J-Rap. Sure, rap is a staple part of K-Pop, but within the specific context of Hololive, each of those halves is represented by the members of TakaMori. Takanashi Kiara’s music is increasingly in the direction of K-pop—an intentional decision according to her. Calliope Mori is the first name in VTuber rapping, and while she’s moved on to different sounds that incorporate pop and rock as well, the influence she had on the business can still be felt. Would FLOW GLOW have gone in this direction if Myth hadn’t ascended back in 2020?

I do wonder if hololive will be able to reach a new audience through FLOW GLOW, and if that audience might even include people who are neither into anime or Japanese pop culture. I’m curious to find out where they’ll take us.