Cover
Japanese technology and entertainment company best known for operating the Hololive Production virtual talent and media platform.
Last updated October 19, 2026
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Overview
COVER Corporation is a Japanese technology and entertainment company founded in 2016 by Motoaki Tanigo, widely known by his nickname YAGOO. The company began by developing augmented-reality, virtual-reality, avatar-capture, and interactive livestreaming technologies. It later applied those technologies to the management of virtual YouTubers, or VTubers, creating the business that became Hololive Production. The company’s first virtual talent was Tokino Sora, who began activities in September 2017 using Cover’s avatar and motion-capture technology. Cover initially promoted Hololive as a smartphone application for viewing avatar-based live streams through augmented-reality features. After the application was refocused toward facial tracking and real-time avatar performance, the company began recruiting and managing performers whose characters could appear in livestreams, music videos, games, concerts, and other forms of media. Hololive’s female talent branch began debuting in 2018, followed by Hololive Gamers, the male-oriented Holostars agency, and the INNK Music label. In December 2019, Cover brought Hololive, Holostars, and INNK Music together under the Hololive Production umbrella while retaining distinct talent and management structures. The company subsequently expanded into Indonesia and English-language markets, making Hololive Production a multilingual virtual entertainment network. COVER’s business extends beyond livestream management. Its activities include talent representation, advertising and brand partnerships, music production, licensing, merchandise, digital content, fan-community programs, concerts, large-scale exhibitions, games, and other intellectual-property projects. The company has also invested in proprietary studio and motion-capture infrastructure intended to support higher-quality virtual performances and broader cross-media production. The company’s international profile grew rapidly during the 2020s as its talents accumulated large audiences on YouTube and other platforms. Hololive performers have participated in original music releases, animated and game-related projects, collaborations with consumer brands, professional sports promotions, and ticketed live events. Cover established a United States subsidiary in 2024 to support local event planning and sales, reflecting a strategy of building operations closer to overseas audiences rather than relying solely on Japan-based management. COVER became a publicly traded company on the Tokyo Stock Exchange in March 2023. Its public-company strategy has involved balancing investment in studios, technology, talent development, live entertainment, and new digital experiences. The company has also faced the operational challenges typical of a global creator business, including talent departures, platform-specific controversies, intellectual-property governance, and the need to manage different audience expectations across regions. Its core positioning remains the combination of proprietary real-time character technology with professional talent management and entertainment-industry production capabilities.
History
COVER Corporation was established in Japan on 13 June 2016 by Motoaki Tanigo. Tanigo had experience in character-related and startup ventures, and Cover initially concentrated on augmented-reality and virtual-reality software. The company received early support from technology incubators and developed systems for real-time avatar motion capture and interactive livestreaming. In 2017, Cover demonstrated technology that allowed an animated character to respond to a performer’s movements during live broadcasts. Tokino Sora became the company’s first VTuber, beginning activities on 7 September 2017. In December of that year, Cover released the Hololive mobile application, which originally used augmented-reality camera functions to let users view virtual livestream content. In 2018, the application was redesigned around facial-motion tracking, making it easier for performers to operate avatars remotely with consumer devices. The first generations of Hololive talents debuted during 2018, followed by Hololive Gamers in late 2018 and early 2019. Cover also pursued overseas distribution through a 2019 agreement with Bilibili and created Chinese-language activities. During the same period it launched INNK Music and established Holostars, a male-oriented virtual talent agency. In December 2019, these activities were organized beneath the Hololive Production brand. The company expanded rapidly from 2020 onward. Hololive Indonesia began debuting talents in April 2020, while Hololive English launched in September 2020. The multilingual model allowed Cover to serve Japanese, Indonesian, and English-speaking audiences while retaining centralized technology, production, licensing, and event capabilities. Music and live performance became increasingly important, with concerts such as Nonstop Story, Beyond the Stage, and Bloom showcasing the talents as performers rather than only livestream personalities. Cover also developed narrative and interactive intellectual property. Hololive Alternative presented a broader fictional world based on Hololive characters, while Hololive ERROR used the agency’s characters in a horror-game project. The company continued to publish music, organize concerts, license characters, sell merchandise, and support collaborations with external entertainment and commercial partners. The agency faced a major controversy in September 2020 when Kiryu Coco and Akai Haato referred to Taiwan while discussing YouTube analytics. Cover issued multilingual statements, suspended both talents for three weeks, and later changed its procedures for regional communications. The controversy contributed to the retirement of Hololive China members later in 2020. In February 2022, Cover terminated its contract with Uruha Rushia, citing contractual violations and reputational harm. COVER entered the public markets in March 2023 through an initial public offering on the Tokyo Stock Exchange. It subsequently announced a major studio investment designed to consolidate motion capture, filming, and music-recording functions. The company also broadened its creator and game ecosystem: in 2023 it introduced the Holo-n music imprint with EMI Records and announced fan-work and fan-game programs under the holo indie name. International expansion continued with the establishment of Cover USA in Los Angeles in 2024. The company used the subsidiary to support local events, sales, and partnerships, while Hololive’s exhibitions and concerts in Japan continued to attract large audiences. A Dodgers collaboration in 2024 demonstrated the company’s growing use of mainstream sports and regional marketing partnerships. COVER’s overall development reflects a transition from a small avatar-technology startup into a global virtual entertainment company whose assets span talent, characters, music, games, events, and proprietary production infrastructure.
- 2024
Cover USA opens
[1]The company established a Los Angeles-based subsidiary to support North American activities.
- 2023
Initial public offering
[1]COVER Corporation began trading on the Tokyo Stock Exchange.
- 2020
Indonesian and English branches launched
[2]Cover expanded its virtual talent network with Hololive Indonesia and Hololive English.
- 2019
Hololive Production unified
[2]Hololive, Holostars, and INNK Music were brought under the Hololive Production umbrella.
- 2018
Hololive talent generations begin
[2]Cover began debuting organized generations of Hololive virtual talents.
- 2017
Tokino Sora debuts
[2]Tokino Sora became Cover’s first VTuber and the initial public expression of its avatar-performance technology.
- 2016
COVER Corporation founded
[1]Motoaki Tanigo founded Cover as a technology company focused initially on augmented and virtual reality.
Products and positioning
A technology-enabled global virtual entertainment company combining avatar technology, creator management, music, live events, licensing, gaming, and fan communities.
Virtual talent agency and entertainment platform · 2019
Hololive Production
Cover’s principal virtual entertainment umbrella, encompassing talent management, livestreaming, music, licensing, merchandise, events, and related digital content. It includes the Hololive and Holostars groups and supports localized branches for Japanese, Indonesian, and English-speaking audiences.
Female-oriented VTuber agency · 2018
Hololive
The original Cover virtual talent brand. Its performers create livestreams, music, gaming content, character-based media, merchandise, and live performances, with activities distributed across multiple languages and regional branches.
Male-oriented VTuber agency · 2019
Holostars
Cover’s male virtual talent division, operating within Hololive Production and producing livestreams, music, events, and collaborative entertainment content.
Fan-game publishing and licensing program · 2023
holo indie
A Cover initiative supporting independently developed games based on Hololive intellectual property. It was introduced alongside revised community-work guidelines that made certain forms of fan-created and monetized content easier to publish within defined rules.
Horror game and multimedia project · 2022
Hololive ERROR
A horror-oriented project using Hololive characters and settings. It developed from promotional material into a game released on Steam with Japanese and English subtitles.
Controversies
2022
Termination of Uruha Rushia’s contract
Cover ended its contract with Uruha Rushia, stating that contractual violations had caused reputational damage to the company.
2020
Taiwan-related streaming controversy
Comments by Kiryu Coco and Akai Haato while discussing YouTube analytics triggered backlash among mainland Chinese viewers. Cover suspended both talents for three weeks, issued multiple regional statements, apologized for inconsistent messaging, and revised its communications procedures. Hololive China members subsequently retired during late 2020.
Marketing campaigns
- 2024Hololive and Los Angeles Dodgers theme night
United States · Japan
Hololive partnered with the Los Angeles Dodgers for a themed Major League Baseball event featuring special merchandise and appearances connected with Hololive talent. The activation linked Hololive’s Japanese fan base with a U.S. sports audience.
Outcome. The collaboration increased Hololive’s visibility in U.S. mainstream sports marketing and was repeated in the 2025 season.
Brand decisions
2024
Creation of Cover USAStrategyBackground
Hololive’s overseas audience and event activity had expanded substantially, particularly in North America.
Action taken
Cover established a U.S. subsidiary in Los Angeles to support localized event planning and sales.
Aftermath
The subsidiary provided a local base for North American partnerships and commercial operations.
2023
Launch of holo indieStrategyBackground
Popular fan-made Hololive games and growing creator interest created demand for clearer intellectual-property and monetization rules.
Action taken
Cover revised its community-work guidance and introduced holo indie as a fan-game publishing and licensing label.
Aftermath
The initiative gave independent developers a more formal route to create and distribute games using Hololive-related intellectual property.
2019
Unification under Hololive ProductionStrategyBackground
Cover operated Hololive, Holostars, and INNK Music as related but distinct activities.
Action taken
The company consolidated the brands under the Hololive Production umbrella while retaining separate management arrangements.
Aftermath
The unified identity supported a broader platform spanning virtual talent, music, licensing, and events.
Recent events
- Unconfirmed
Reported
hololive Meet comes to Sweden at DreamHack Stockholm 2026[4]
COVER Corporation brought hololive Meet to Sweden for the first time at DreamHack Stockholm 2026.
Reported
Cover signs licensing agreement with Capcom[5]
Cover signed a licensing agreement with Capcom allowing Hololive Productions VTubers to play Capcom games on stream and post content featuring Capcom games or properties. The agreement also covers previously broadcast or posted Capcom content by associated VTubers.
Sources5 sources
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