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.

The past few months of Hololive have been one major event after the next, and among the biggest were the debut of not one, but two new Virtual Youtuber groups. First was Holo Advent at the end of July, the newest English generation in two long years. Then in September came ReGLOSS, who seem to be the vanguards of an entirely new division. Both groups have now had a bit of time to establish themselves, and they seem to reflect two very different approaches: refinement based on past experience vs. taking an experimental direction that’s a mix of old and new.

Holo Advent

While “lore” and “backstory” matter less and less over time, they are part of the initial impression a VTuber makes and can help to solidify their image in the eyes of fans. And when it comes to the English branch of Hololive, their parent company COVER Corp. chose to make things elaborate. Unlike the relatively simple princesses, idols, and devils of the Japanese branch, the first generation (known as Holo Myth) debuted with an ancient Atlantean shark, a grim reaper, a warrior phoenix, an Eldritch priestess, and a time traveling detective. 

Due to circumstances of timing (a global pandemic) and their own abilities, Myth are the most successful generation of Hololive—and possibly any VTuber group—ever. Their follow-ups, Project Hope and Holo Council, went even bigger by being the representatives and embodiments of abstract concepts: hope, of course, but then also a celestial governing body of space, time, nature, civilization, and chaos. While all of them have turned out to be popular and entertaining individuals, I think the grandiose nature of their lore can be a burden on the girls themselves. It can weigh the VTubers down just as much as it can elevate them, and often the streamers give this facet of their characters only basic lip service.

I believe that knowing how to avoid that awkwardness is the lesson taken from the past two English generations, and I see this in how Advent strikes a middle ground between them. Like Council, they have a group concept unifying them: The members of Advent are all runaway prisoners who were locked away due to their forbidden powers but staged an escape together. However, their individual backstories are all more detailed than Myth yet less so than Council. Shiori Novella is an archiver whose pursuit of knowledge gave her access to the forbidden. Koseki Bijou is a sentient jewel who inadvertently drives avarice. Nerissa Ravencroft is a demon not unlike a siren. Fuwawa and Mococo Abyssgard are twin demon guard dogs locked away for being huge pains.

In practice, this specific level of lore allows them to play into their core characters without having to devote too much of themselves to keep up an act. Shiori encourages creative works and accumulation of interesting stories. Bijou makes rock jokes on the regular. Nerissa sings beautifully. FuwaMoco talk in cute dog voices and bark on occasion. They don’t have to, for example, express primordial chaos. In pro wrestling terms, Advent’s gimmicks are starting points that they can choose to learn into or not without feeling like they’re overdoing or underdoing it.

ReGLOSS

If Advent is a product of calibration and finding a nice lore sweet spot that is neither too sparse or too burdensome, then ReGLOSS takes a far different angle. Like Advent they number five in total, but all of them are supposed to be just regular human girls—not reincarnations or half-wombat people or anything—albeit eccentric in their own ways. Hiodoshi Ao is a handsome manga artist who is now a VTuber to help with new story ideas. Otonose Kanade is an aspiring musician with a penchant for bad puns. Ichijou Ririka is a young gal CEO who loves survival puzzles. Juufuutei Raden is a saucy rakugo performer with a fondness for drinking and smoking. Todoroki Hajime is a short-statured, pastel banchou (delinquent boss) who loves dance and fashion. 

These five have joined together to make music, but what’s funny about this is that most of them are not practiced musicians. A couple have confessed that singing is still awkward to them, and they don’t have the trained vocals of many of their senpai. While there have been Hololive members who start off lacking in this department, there is typically the expectation that they’ll grow at their own pace and fans will love their ability or evenlack thereof. In contrast, ReGLOSS debuted with their own generational song from the get-go.

However, this plays very much into a familiar aspect of Japanese idol culture. Unlike K-Pop, which prefers to unleash its stars when they’re already fantastic, part of the enduring appeal of idol culture is seeing the performers grow. That quality permeates Hololive both naturally and by intent, but it’s never been this concentrated. That said, it’s notable how, while they’re mostly not singers by default, they have other skills and interests they can fall back on. For example, Raden does fine art history talks and Ao did an entire stream about the bullet journal system.

The most unusual thing about ReGLOSS is arguably that they are also the first to be part of a division called holoDEV_IS (pronounced “Holo-dev-ice”), whose true purpose is still unclear. Is it an attempted inroad to other areas of entertainment? Not much is known.

Room to Explore

With any sort of new iteration, there will be those who want something comfortably familiar. Likewise, there will also be those who want something new and exciting. What I think has helped make Hololive such a big player in the world of VTubing is their willingness to provide both while understanding that there is more than one type of success—big numbers alone don’t tell the whole story. Advent and ReGLOSS are indicative of this philosophy, and as they continue forward, I will enjoy seeing all their members carve out their own fanbases and finding people who appreciate them.

Hololive just announced a new group of Virtual Youtubers, collectively called ReGLOSS. Ever since the Hololive Splash Party concert at the end of August, there have been numerous teasers for something called “hololive DEV_IS,” and these new members seem to be the first project under that banner. Now we have both their appearances and a debut music video, one thing that stands out to me: The girls of ReGLOSS have surprisingly clean character designs.

Most VTuber designs take what I’ve referred to as a “maximalist” approach. Typically, a Virtual Youtuber wants their essence to be easily identifiable at a glance, and so most will have things like wild hairdos, horns, animal ears, and complex outfits on display. The most recent Hololive English generation, Advent, features all these attributes and more. While there are exceptions, this is the general trend.

In comparison, the ReGLOSS designs are actually quite subdued. Sure, they’re still pretty flashy, but they’re somewhat less elaborate than even typical IRL human idol or Kpop fare. The fact that all five members’ outfits are coordinated with one another is new and different—rarely have generations looked this cohesive. (And if anything, they kinda look like they stepped out of the anime RahXephon.)

As for why Hololive has decided to go this angle, I wonder if it’s because they seem poised to be a music group first and foremost, and there isn’t as much of a need to go big with the designs. Perhaps it’s no coincidence that another major Hololive singer, AZKi, has herself gotten more elegant redesigns over time. That said, I’d be shocked if they didn’t stream at least a decent amount, as that connection with the fans has been a boon to the followings of all the various musicians in Hololive.

For now, I’m pleasantly surprised. While I appreciate plenty of VTubers with maximalist designs (including Advent), I have wondered if that “arms race” has gone a bit overboard. If ReGLOSS finds success, maybe we’ll see a turn back to simpler and more refined aesthetics (if we ever really had them at all).

PS: While it’s somewhat futile to speculate about what they’re really like, Hololive seems to be very aware of this, and has created an image and hashtag for fans to predict what they’re like. So I figured, why not join in on the fun?

PPS: Hololive has also revealed their casual outfits. Though they no longer match, I think everything I said about their designs still stands—even Raden’s.