PHENOMENON RECORD

PHENOMENON RECORD is a Japanese record label dedicated to virtual artists, operating as one of the labels within KAMITSUBAKI STUDIO, the Tokyo-based creative studio and indie label run by THINKR Inc. KAMITSUBAKI STUDIO was founded on 18 October 2019, the first anniversary of the virtual singer KAF (花譜), and describes itself as a "creative label born from YouTube." Its roster spans virtual YouTubers, Vocaloid producers, illustrators and other creators, and it is produced and supervised by PIEDPIPER. Within this structure, PHENOMENON RECORD is the label specifically devoted to virtual artists. Its best-known unit is V.W.P -Virtual Witch Phenomenon-, the five-member virtual singer group comprising KAF (花譜), RIM (理芽), harusaruhi (春猿火), isekaijoucho (ヰ世界情緒) and koko (幸祜). The label's roster also includes the "photorealistic" virtual artist te'resa, who additionally belongs to IMAGINARY STUDIO, and CIEL, a singer discovered through KAMITSUBAKI STUDIO's audition "神椿市異住定獣課" held at the end of 2019. A music-based "musical同位体" (musical alter-ego) project, 廻花, is also listed under the label. PHENOMENON RECORD releases singles, digital singles, EPs, albums and remix or cover albums for its artists. The KAMITSUBAKI STUDIO discography page shows a steady stream of PHENOMENON RECORD titles, including releases by harusaruhi, RIM, isekaijoucho, koko, CIEL and V.W.P, with catalogue entries dated across 2025 and 2026. The label's output is distributed primarily through digital channels and D2C sales rather than conventional retail distribution, in line with KAMITSUBAKI STUDIO's direct-to-consumer strategy. KAMITSUBAKI STUDIO reorganized its label structure in July 2023, integrating SINSEKAI STUDIO and regrouping into four labels, and in May 2024 it established the new ALLT STUDIO and PHASE STUDIO labels with some artist transfers. PHENOMENON RECORD remains the group's virtual-artist label, sitting alongside ANARCHIC RECORD (artists and composers), SINSEKAI RECORD (artists crossing virtual and real), GIRLS REVOLUTION PROJECT and KAMITSUBAKI CREATION. The label is not separately listed on a stock exchange; it is part of the privately held THINKR group.

PHENOMENON RECORD exists within KAMITSUBAKI STUDIO, a Japanese creative studio and indie label based in Meguro, Tokyo and operated by THINKR Inc. KAMITSUBAKI STUDIO was established on 18 October 2019, the first anniversary of the virtual singer KAF (花譜), and presents itself as a "creative label born from YouTube." Its formation grew out of producer PIEDPIPER's discovery of the talents Kanzaki Iori and KAF, and from his ambition to build a YouTube-based creative label comparable to 88rising but originating in Japan. The studio's artists are characterized by music-led, documentary-style activity rather than the role-playing character performance of early virtual YouTubers, and the business model centers on monetizing a fan community rather than earning advertising fees from clients. KAMITSUBAKI STUDIO integrates label and management functions in-house so that artists' creative work can be linked and moved quickly. Products are sold direct-to-consumer, bypassing conventional distribution to maximize margins and fund music production, video and MV production, promotion and returns to artists. The studio has also expanded its technical team to produce XR live performances integrating AR, VR and MR in-house. In July 2023, KAMITSUBAKI STUDIO announced that it would integrate SINSEKAI STUDIO and reorganize into four new labels. On 8 May 2024, it further announced the establishment of ALLT STUDIO and PHASE STUDIO, along with transfers of some artists. Within the resulting structure, PHENOMENON RECORD is the label specializing in virtual artists. Its roster includes V.W.P -Virtual Witch Phenomenon- (KAF, RIM, harusaruhi, isekaijoucho and koko), the photorealistic virtual artist te'resa (who also belongs to IMAGINARY STUDIO), CIEL (a singer discovered in KAMITSUBAKI STUDIO's "神椿市異住定獣課" audition held at the end of 2019), and the musical alter-ego project 廻花. The label's releases appear on the KAMITSUBAKI STUDIO discography page, which lists singles, digital singles, EPs, albums and remix or cover albums by PHENOMENON RECORD artists. Entries include works by harusaruhi, RIM, isekaijoucho, koko, CIEL and V.W.P, with catalogue dates spanning 2025 and 2026. PHENOMENON RECORD sits alongside the group's other labels: ANARCHIC RECORD for artists and composers, SINSEKAI RECORD for artists crossing virtual and real, GIRLS REVOLUTION PROJECT, and KAMITSUBAKI CREATION for illustrators, video creators and designers. The label is not separately publicly listed; it is part of the privately held THINKR group.

• 2024

  On 8 May, KAMITSUBAKI STUDIO establishes ALLT STUDIO and PHASE STUDIO, with transfers of some artists.

• 2023

  In July, KAMITSUBAKI STUDIO announces the integration of SINSEKAI STUDIO and a reorganization into four labels.

• 2019

  KAMITSUBAKI STUDIO, the parent creative studio and label, is founded on 18 October, the first anniversary of KAF's activity.

• 2019

  CIEL is discovered through KAMITSUBAKI STUDIO's audition "神椿市異住定獣課" held at the end of the year.

The virtual-artist-focused label within KAMITSUBAKI STUDIO, built around music-first virtual singers and a direct-to-consumer, YouTube-native model.

• V.W.P -Virtual Witch Phenomenon- releases

  Music releases by the five-member virtual singer unit KAF, RIM, harusaruhi, isekaijoucho and koko.

• harusaruhi singles and remix albums

  Singles and remix albums such as the 春猿火 Remix Album and 春猿火 Free Verse Mix Album listed on the KAMITSUBAKI STUDIO discography.

• isekaijoucho EPs and digital singles

  EPs and digital singles by isekaijoucho, including the E.P. Virtual Ties 〜ヰ世界情緒夢想曲〜 Theme Songs and 幻視録.

• CIEL singles

  Singles by CIEL, the singer discovered through the 神椿市異住定獣課 audition.

1. 1DISCOGRAPHY｜KAMITSUBAKI STUDIOkamitsubaki.jp
2. 2PHENOMENON RECORD - Wikidatawikidata.org
3. 3KAMITSUBAKI STUDIO - Wikipedia (Japanese)ja.wikipedia.org