Introduction
KAMITSUBAKI STUDIO is an artistic creation collective, creative label, and artist management agency founded on October 18, 2019, under THINKR Co., Ltd. Guided by the philosophy “YouTube-first,” the studio gathers talented creators from various fields — including music, video, story, illustration, and design — dedicating itself to building narrative-driven “stories” extending from music.
The label’s slogan is “Everything starts from here.” and its mission is “To slightly change the world through music and stories.”
Since September 5, 2026, as part of THINKR’s studio reorganization, Kamitsubaki has transitioned into a studio dedicated to the virtual domain; the real-life artists and creators from the former system have moved to the newly established KYOKAI STUDIO and other sibling studios.
Core Concepts
“Witches”, “Kamitsubaki City”, “observation”, and the boundary between virtual and real recur across the studio’s work. Observation is not only a fan label: by watching videos, listening to songs, attending performances, and preserving information, observers become part of the ongoing record of the work.
The studio often starts with music and extends it into videos, illustrations, characters, live shows, games, novels, stage productions, or animation. A single subject may therefore have separate singer, synthetic voicebank, cross-media character, and live-performance layers. This wiki keeps those layers distinct and links them as related records.
Core Members
Virtual Singers (V.W.P)
- KAF: The flagship virtual singer of the studio, known for her unique vocal timbre and large fanbase.
- RIM: Possesses a transparent yet urban vocal tone, performing in Japanese, English, and Korean.
- Harusaruhi: A virtual rapper who channels the thoughts and emotions of youth into powerful rap and vocals.
- Isekaijoucho: Employs a powerful, fantasy-like voice to paint new stories.
- KOKO: A virtual rock singer known for her strong long-note vocals and high-energy stage performances.
Boundary-Crossing Singers and Duos
- CIEL: A virtual singer who debuted through the studio’s audition project, combining clear vocals with growth narratives.
- DUSTCELL: An exceptionally popular musical duo consisting of vocalist EMA and composer Misumi.
Musical Isotope Project
Creative vocal synthesis software developed in collaboration with CeVIO AI and VOICEPEAK:
- KAFU (Voice Source: KAF)
- SEKAI (Voice Source: Isekaijoucho)
- RIME (Voice Source: RIM)
- COKO (Voice Source: KOKO)
- HARU (Voice Source: Harusaruhi)
Label Architecture and Creative Divisions
Kamitsubaki is not only an agency for virtual singers. It is a label ecosystem in which artists, musicians, visual creators, synthesis products, and narrative projects are developed together.
| Division | Role and associated lines |
|---|---|
| PHENOMENON RECORD | Kamitsubaki’s unified label after the September 2026 consolidation, centered on virtual artists such as KAF, RIM, Harusaruhi, Isekaijoucho, KOKO, and V.W.P |
| SINSEKAI RECORD (archived) | Former SINSEKAI label (other-world and derivative lines including Albemuth, ARU, ASU, and VALIS); consolidated into PHENOMENON RECORD and retired in September 2026 |
| GIRLS REVOLUTION PROJECT | Cross-media girl-group, audition, and new virtual-artist projects |
| KAMITSUBAKI CREATION | Network of composers, illustrators, directors, and other production creators |
| Musical Isotopes | CeVIO AI and VOICEPEAK products and characters developed from artists’ vocal data |
Early Members and Creator Network
The studio’s early history also involves CIEL, DUSTCELL, Teresa, and a wide network of composers, illustrators, and visual directors. Kanzaki Iori shaped important KAF and early V.W.P works; Guiano, Onuma Parsley, Misumi, samayuzame, PALOW., orie, reoen, SWAV, and Kawasaki contributed to songs, characters, artwork, music videos, and live visuals at different stages.
These creators are not merely a credits list. Their methods directly shaped the artists’ vocal identities, visual language, and worldbuilding, making them essential to understanding how Kamitsubaki works are produced.
Organisational Restructuring and the Evolution of the Label System
| Date | Organisational event |
|---|---|
| 2019-10-18 | KAMITSUBAKI STUDIO is established on the first anniversary of KAF’s debut |
| 2023-07 | The integration of SINSEKAI STUDIO is announced, and the company is reorganised into a new four-label system |
| 2024-05-08 | “ALLT STUDIO” and “PHASE STUDIO” are newly established, and the transfer of some artists is announced alongside them |
| 2024-08-01 | Parent company THINKR completes a Series A round of roughly 5 billion yen, achieving fully independent operation (see THINKR) |
| 2026-09-05 | THINKR announces a studio reorganisation (THINKR NEW STUDIO ARCHITECTURE): KAMITSUBAKI STUDIO transitions into a label focused on the virtual domain, and the labels within the studio are unified into PHENOMENON RECORD; the real-world artists and creators of the former system are moved to newly established sibling studios such as KYOKAI STUDIO |
Repeated reorganisation of “labels within a label”: From the four-label reorganisation of 2023 and the establishment of new studios in 2024 to the pivot to virtual focus in 2026, the organisational history of KAMITSUBAKI STUDIO shows a rhythm of structural adjustment every one to two years. This rhythm is matched to its long-cycle “music × narrative” IP strategy—the organisational form changes with the stage of each project rather than remaining fixed.
History
2018 - 2019: Pre-dawn and Foundation
- October 18, 2018: Virtual singer KAF released her first video on YouTube, officially beginning her activities.
- December 6, 2018: Released KAF’s first original single “Ito” (糸), written and composed by Kanzaki Iori.
- October 18, 2019: During KAF’s first anniversary live stream, the management team officially launched under the name “KAMITSUBAKI STUDIO.” On the same day, virtual singer RIM debuted, and virtual rapper Harusaruhi and virtual darksinger Isekaijoucho joined the studio.
2020 - 2021: Witch Assembly and Project Expansion
- May 29, 2020: Announced the core cross-media original IP project “Kamitsubaki City Under Construction” (神椿市建設中。).
- August 12, 2020: RIM’s signature song “Carnivorous Plant” (食虫植物) gained massive popularity on TikTok and other platforms, surpassing 10 million views.
- October 10, 2020: Held KAF’s 2nd ONE-MAN LIVE “Fukakai Ni” (不可解弐). The development of the first musical isotope vocal synthesis library, “KAFU” (可不), was announced.
- October 25, 2020: Announced the addition of the fifth virtual singer KOKO, completing the lineup of the five virtual singers. On the same day, THINKR was disclosed as the parent company of the studio.
- March 13, 2021: The virtual artist group “V.W.P (Virtual Witch Phenomenon),” consisting of KAF, RIM, Harusaruhi, Isekaijoucho, and KOKO, was officially formed during KAF’s 2nd ONE-MAN LIVE “Fukakai Ni Q2” (不可解弐Q2).
- July 7, 2021: The first musical isotope vocal synthesis library, “KAFU” (可不), built on CeVIO AI, was officially released.
2022 and Beyond: Ecosystem Expansion and Diversification
- April 15–16, 2022: Held the studio’s first joint live show “Witch Assembly” (魔女集会) and V.W.P’s 1st ONE-MAN LIVE “Phenomenon” (現象).
- August 24, 2022: KAF successfully held her 3rd ONE-MAN LIVE “Fukakai San (Kyo)” (不可解参(狂)) at the Nippon Budokan, becoming the first virtual singer to hold a solo concert at the venue.
- March 31, 2023: Resident composer and music producer Kanzaki Iori officially graduated from the studio.
- October 18, 2023: Announced that Yunosuke and WaMi would debut as the musical duo “Awairo.”
- January 13–14, 2024: Successfully held the studio-hosted festival “KAMITSUBAKI FES ‘24.”
- September 5, 2026: THINKR announced its studio reorganization (refresh of the studio structure). KAMITSUBAKI STUDIO transitioned into a studio dedicated to the virtual domain; KYOKAI STUDIO (collaborating with artists who explore their own boundaries) and UNKNOWN LAB (an R&D department centered on general producer PIEDPIPER) were newly established as spin-offs. The same day, the official website was fully renewed and the labels inside the studio were consolidated into PHENOMENON RECORD, retiring the names of SINSEKAI RECORD and other labels.
Operating Structure and Business Model
KAMITSUBAKI STUDIO positions itself as a “creative label born on YouTube,” and its operating structure differs structurally from that of a conventional talent agency:
| Dimension | How KAMITSUBAKI STUDIO does it |
|---|---|
| Main platform | By making YouTube its primary place of release, it holds the power of media reach itself and does not depend on established media channels |
| Organisational form | It integrates in-house the “label function of making music” and the “agency function of managing artists,” so that collaboration between artists can accelerate creative output |
| Revenue structure | Artists are the core, and revenue is drawn from the fan community; this is fundamentally different from the influencer-style model of “earning advertising fees from clients” |
| Sales channel | It adopts a D2C (direct-to-consumer) model, maximising profit margins without going through established distribution |
| Reinvestment | The profits generated by D2C are directed into music production, video and MV production, promotion, and returns to the artists |
| In-house technology | To integrate AR／VR／MR and other technologies and realise XR live performances in multiple forms, it expands its technical staff and completes production internally |
Difference from early VTubers: KAMITSUBAKI STUDIO clearly distinguishes itself from “early virtual YouTubers, who were strongly role-play oriented and centred on performing a fictional character”—the defining trait of its artists is an activity style centred on music with a strong documentary quality.
Founding vision: PIEDPIPER established and led KAMITSUBAKI STUDIO because he had discovered the talents of Kanzaki Iori and KAF; the overall vision was to build a YouTube-based creative label in Japan comparable to 88rising, and through encounters with many creators and artists, that vision eventually took shape.
Related Projects
- Kamitsubaki City Under Construction: A core cross-media IP combining ARG games, board games, light novels, and TV anime series.
- SINSEKAI RECORD (archived): Kamitsubaki’s former sister label; retired after the September 2026 label consolidation.
- KYOKAI STUDIO: A music studio established on September 5, 2026 as a spin-off from Kamitsubaki, carrying over the system’s real-life artists and creators.
- ALLT STUDIO: THINKR’s net-scene music creator label; former SINSEKAI artists such as ARU, Shido, and Amayadori are now listed on its roster.
- UNKNOWN LAB: An R&D department newly established on September 5, 2026, centered on general producer PIEDPIPER as an experimental ground for new businesses and projects.
Affiliated Brands and Facilities
Beyond its core label, the KAMITSUBAKI system also includes several brands and facilities that carry different functions:
| Brand / Facility | Function |
|---|---|
| KAMITSUBAKI RECORD | KAMITSUBAKI STUDIO’s predecessor music label |
| FINDME STORE | The mail-order store for official merchandise |
| TPNN | A fashion brand |
| KAMITSUBAKI CREATION | A management guild for visual creators, MV directors and worldbuilding writers (see KAMITSUBAKI CREATION) |
| PNDR | A self-developed digital music distribution platform and independent label established in 2024 |
Structural observation: From “predecessor label → creative label → merchandise store → fashion brand → creators’ guild → distribution platform,” the affiliated brand matrix of KAMITSUBAKI STUDIO covers four levels: production of works, sale of goods, fashion expression and industry infrastructure. This “self-contained” brand structure and its D2C revenue model support each other—the label is both a content provider and its own distribution channel.