What synergies emerge from "Idols × Next-Generation Content"?

This series explores media, communication, and the future of entertainment through the lens of idols. In Part 3, we examine the marketing impact of featuring idols beloved by fans.

In this era of thriving idol fandom, how are companies collaborating with idols? What constitutes communication design that achieves a "win-win-win" scenario, benefiting consumers, idols, and companies alike?

In this article, Dentsu Inc.'s Taiga Nakamura interviews SoftBank's Mitsunori Masaki and Daisuke Tsukuda, who are involved in producing idol content for the next-generation content delivery service "5G LAB".

Next-Generation Content Responding to Fans' Demand: "We Want to See Idols Up Close!"

Nakamura: Recently, collaborations with idols in corporate marketing activities have increased. SoftBank is creating content through its "5G LAB" service, which leverages the latest technology for content delivery, working with groups like Last Idol and the AKB48 Group. First, could you explain what the 5G LAB service is?

Masaki: It's a new content delivery service that leverages the "high-speed, large-capacity" features of the next-generation 5G communication system. 5G LAB comprises four services: "AR SQUARE," "VR SQUARE," "FR SQUARE," and "GAME SQUARE."

• AR SQUARE... Utilizes AR (Augmented Reality) technology that blends the real and virtual worlds. Users can enjoy a world where talents and characters seem to be right before their eyes.
• VR SQUARE... Utilizes VR (Virtual Reality) technology. Users wear VR goggles to experience live events and sports through immersive, three-dimensional visuals.
• FR SQUARE... A Free Viewpoint Reality (multi-viewpoint) video service. During live events and sports, users can freely switch between footage from multiple cameras to enjoy the exact moment they want to see.
• GAME SQUARE…A cloud gaming service that handles the demanding data processing required for gaming in the cloud and streams the video. This allows users to play even high-performance games regardless of their device or location.

While each app delivers various content, AR SQUARE, VR SQUARE, and FR SQUARE collaborate with idols to host live streams and other events.

Nakamura: The ability to create new viewing experiences is a major feature of 5G LAB. Why did you decide to collaborate with idols?

Masaki: While many idol groups are active, when groups have numerous members, viewing from a single switched perspective—as was common before—meant only the center or front members were shown, and the beauty of the entire formation unique to large groups couldn't be conveyed.

To solve this, we saw the potential of FR technology—which aggregates footage from multiple cameras (front, back, left, right) into a single stream. FR SQUARE also features a "Favorite Camera" function, letting fans track and view footage focused solely on a specific member. This service directly addresses fans' desire to "watch their favorite idol constantly."

VR SQUARE also offers a viewpoint switching feature. VR SQUARE primarily films using VR cameras positioned directly in front of the stage. This satisfies fans' desire to "see their favorite idol up close," positioning them even further forward than the center front row. We call this the "ultimate VIP seat," and fans thoroughly enjoy it.

Beyond live footage, AR SQUARE content allows fans to make idols appear via their smartphone camera, enabling photos and videos with real people and backgrounds.

This kind of experience, made possible by utilizing 5G LAB, is a perfect match for idols.

Nakamura: It's impressive how every service caters to the needs of so-called "idol fandom activities." How has user response been?

Masaki: On social media, fans appreciate being able to closely observe their favorite members, commenting things like, "Oh, this is the expression my favorite had at that moment." We deliver every aspect of the performance, including scenes fans might otherwise miss. Seeing what fans post and comment on social media often teaches us, "Ah, this is what really resonates with fans."

Tsukuda: Since we film from various angles, it might be a bit nerve-wracking for the idols. On the fan side, though, it's about seeing things you normally wouldn't, so I think it offers a different kind of enjoyment compared to being at a live venue.

Idol fans spread awareness of cutting-edge services

Nakamura: It seems 5G LAB content offers many benefits for idol fans. What advantages does it bring to the companies collaborating with the idols?

Masaki: 5G LAB utilizes technologies like AR, VR, and FR, which might seem intimidating at first glance. New technologies with this slightly complex image tend to be avoided by users initially. However, idol fans possess tremendous passion. Their strong desire to see their favorite idol drives them to overcome that "seems difficult" barrier and actually use the service.

Furthermore, when communicating new technology-based services to the public, I believe there's a qualitative difference between a company's message to consumers and users (consumers) discussing it among themselves. User-to-user conversations tend to be more friendly and use easier-to-understand language, making the service and its features more comprehensible.

Tsukuda: The active communication among idol fans offers significant benefits for companies. Because they share a common passion, a spirit of mutual support emerges. They exchange tips like, "Pressing this button shows this," or "Operating it this way lets you enjoy it like this." This natural sharing and spreading of service knowledge among users is perhaps unique to idol fans.

Furthermore, when companies introduce new technologies, we feel there's a high affinity between such innovations and idols. It offers the advantage of making our technology more memorable when promoting it to the public.

Masaki: That's right. Among them, the members of Last Idol, who we've collaborated with on content creation, have been extremely supportive. They participated in all our content—VR SQUARE, AR SQUARE, and FR SQUARE—from the very beginning of the service launch. They also provided tremendous cooperation whenever we tried new initiatives, helping us grow the service together.

For example, during last year's state of emergency, the "Let's Dance at Home" videos featuring celebrities became popular. We actually had Last Idol members film a "#DanceAtHome" video for distribution on "FR SQUARE." Thanks to their quick response, we were able to release it relatively early among idol groups. The members actively tried to understand new technologies they hadn't encountered before. We are very grateful that these efforts enabled us to successfully develop the content.

Chikuda: On the other hand, when creating content with idols, we companies must be careful. Because fan passion is so intense, proceeding without understanding the performers carries the risk of backlash. It's crucial to grasp the context – why this performer and that performer are featured in a certain way – and consider how fans will enjoy it from their perspective. Whether the company understands this when creating content is a major factor in whether the content or service gains support.

With more platforms for expression, even back-row idols can showcase themselves

Nakamura: What benefits do you see for idols collaborating with companies?

Masaki: If we filmed live performances or TV programs as we have before, opportunities to showcase ourselves would be limited. However, with 5G LAB content, using multiple cameras and adjustable camera angles allows us to showcase ourselves from unprecedented perspectives or focus on each individual member. This makes it much easier to step forward and be seen. I believe this leads to expanded exposure opportunities for idols. 5G LAB especially provides a platform where members further back can effectively showcase themselves. As fans become aware of this, 5G LAB could become an option for connecting with their favorite idols.

Tsukuda: Image strategy is also extremely important for idols. In that regard, collaborating with services incorporating new technology seems to offer benefits in terms of projecting a cutting-edge image.

Nakamura: Idols might have a role to play in helping spread new services to the world.

To summarize your points, the synergy created by combining next-generation content with idols means

• Fans can enjoy their idol activities more than ever before.
• Companies can leverage idols and their fans to drive adoption of new services
• Idols gain expanded platforms to promote themselves while cultivating an image of innovation

That's what we've learned.

We're really looking forward to seeing how this develops. Thank you so much for today!