Hatsune Miku: Japanese Virtual Idol Ignites Global Value Co-creation
商品編號：9B14M110
出版日期：2015/08/01
再版日期：2014/12/18
商品來源：
商品主題：General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：Pop culture;co-creation;innovation;music;Japan
難易度：4 - Undergraduate/MBA
內容長度：16 頁
地域：Japan
產業：Arts; Entertainment; Sports and Recreation
事件年度：2014
Crypton Future Media, a music software company based in Sapporo, Japan, developed Hatsune Miku (HM), a singing voice synthesizer software program (Vocaloid). Users entered lyrics and melodies to create songs, which were then sung by Hatsune Miku, a 16-year-old female virtual singer featured on the software packaging.
Initially targeting professionals, HM unexpectedly caught on among amateurs who produced music, lyrics, artwork and videos, which they shared via websites such as YouTube, Nico Nico Douga and Crypton’s Piapro. Users often worked collaboratively, and by March 2014, Miku had over 110,000 released songs, 170,000 uploaded videos, 1,000,000 created artworks and nearly two million Facebook “likes.” Miku’s popularity led to international media coverage and numerous new business opportunities for Crypton. She held sold out “live” concerts worldwide, starred in her own video game series produced by SEGA Games and was “hired” to advertise for companies including Toyota, Google and Domino’s Pizza.
Six years after the initial launch, Crypton and its chief executive officer were faced with a series of challenges related to the future development of their virtual idol and the businesses that grew around her.
教學手冊：Hatsune Miku: Japanese Virtual Idol Ignites Global Value Co-creation - Teaching Note
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