Reemsborko to represent virtual popstar Hatsune Miku

Max Arguile’s licensing agency will expand merchandise and other opportunities for the unique performer in Europe and Australasia

Written by Rhys Thomas

Posted 03.09.2019 | Entertainment

Reemsborko to represent virtual popstar Hatsune Miku thumbnail

Reemsborko has been appointed the licensing agent for the world’s most popular virtual popstar Hatsune Miku in Europe and Australasia.

Hatsune Miku is a character by Japanese software firm Crypton Future Media, but not an animated character in the traditional sense. Known as a Vocaloid, Hatsune Miku is a piece of software which allows any user to synthesise a singing voice by inputting lyrics, melody and other vocal dynamics. Live performances mix this audio technology with specialist projection techniques to portray a near-tangible visual representation of an anime-style 16-year-old popstar.

As well as performances, fans can create their own music with Hatsune by uploading their own compositions to the internet for her to perform. Hundreds of thousands of uploaded songs, videos and illustrations later, she has become a famous icon and successful property with an ever-growing merchandise programme, and now regularly tours the world as a virtual singer with a real-life backing band.


Hatune Miku has opened for Lady Gaga’s artRAVE tour, which led to her headlining her own sell-out tours in Asia, North America and, most recently, Europe. The virtual popstar also teamed with Pharrell Williams in a music video, appeared in ads for Google and car manufacturer Toyota, and has even featured in Vogue’s Met Gala issue.

“Only two deals have ever been done in Europe,” says Max Arguile, founder of Reemsborko. “As they have both been incredibly successful, we look forward to pushing into new categories both here and in Australia and New Zealand. The fanbase is super-engaged and Miku fans in these territories will be delighted to finally be able to buy quality official merch locally, rather than as expensive grey area goods from Japan.”

Guillaume Devigne, Global Marketing Manager at Crypton, adds: “We have been very happy with our past collaboration with Max, who secured several profitable deals for us as a consultant, and we’re looking forward to working with him at bringing Hatsune Miku closer to her fans in Europe an Australasia through meaningful and exciting new products.”


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