VTubers Are the Future of Identity





Would a shark by any other name sing just as sweet? Virtual Youtubers, entertainers who embody a virtual avatar to perform over live stream, have been around for a few years now. It’s not even fair to call them a niche phenomenon anymore. According to Brazilian researcher Rafael Dirques David Regis, VTubers made up 38% of YouTube’s 300 most profitable channels in 2021, raking in tens of millions of dollars. The industry is growing at a phenomenal rate, spurred by the COVID-19 pandemic, the increasing alienation of workers, and Slavoj Zizek’s self-isolating class. VTubers are a bit difficult to describe. Pro-wrestler and VTuber Brennan “Mace” Williams says it’s literally the same thing as kayfabe, the practice of wrestlers portraying fictional characters and storylines as completely real. This fiction applies off camera, to the point that in 1975 Tim Woods wrestled two weeks after a plane crash that resulted in broken ribs and a concussion, just to help hide the fact he’d been on the plane with two of his supposed rivals.There are a number of parallels between VTubers and kayfabe. For one, there’s a strong taboo around talking about other personas the VTuber may have online. Performers generally change avatars when they “debut” with a new company, and fans are expected not to compare their new persona with their former “past life.” Equally, some VTubers have a separate account where they stream with their actual name and face, and fans are generally expected to treat this persona as entirely separate. There are a few reasons for this. VTuber personas are often owned by a corporation, and if they switch companies or decide to make a personal channel, they could get into legal trouble if they incorporate elements from a persona they don’t own. Part of it is for safety. VTubing has roots in idol culture, which has had problems with stalkers and even violence from entitled fans or “anti”-fans. Part of the appeal of having a virtual avatar is that you can be very open and expressive without fearing a direct impact on your personal life.