Sony Music VTuber Project VEE to End Operations on September 30
The shutdown transfers nearly all of VEE's roster to independent or successor operations, preserving the talents' names and channels, which reflects the project's stated philosophy of respecting talents' careers, but the abrupt service and shop closures leave fans with no recourse for purchased digital items.
Key Facts
- Sony Music Entertainment announced on August 31, 2026 that the VTuber project VEE will end operations on September 30, 2026.
- Twenty of the 21 affiliated talents will continue their activities, with their names, characters, YouTube channels, and social media accounts carried over.
- Hoshihoshi Airu will end her activities, with a graduation stream scheduled for September 16 at 21:00.
- The fan community VEELLAGE will end service on September 30 at 23:59, and the official shop will end sales on November 30, 2026.
- The game "Gun Girl Go," which was under development, has been canceled.
Reporting from 3 sources: KAI-YOU, MoguLive, PANORA.
Sony Music Entertainment announced on August 31 that its virtual talent project VEE will end its current operational structure as of Wednesday, September 30, 2026. The company said it determined that continuing operations as a sustainable business while maintaining the current framework is difficult, and it attributed the failure to establish that framework to management, not the talents. Of the 21 affiliated talents, 20 will continue their activities, with their activity names, characters, YouTube channels, and social media accounts carried over in principle. The transition will follow each talent's choice, such as going independent or joining a new agency. The one exception is Hoshihoshi Airu, whose graduation stream is scheduled for September 16 at 21:00. The fan community VEELLAGE will end service on September 30 at 23:59, with no refunds or compensation planned. Sales at the official shop end on November 30. The game "Gun Girl Go," which was under development, has been canceled. VEE, which launched in 2021, had promoted the message "VTubers are human too" and treated talents' activity names and characters as their own property. The official YouTube channel and SNS accounts will remain public as archives for the time being.
- VEE is a Sony Music Entertainment virtual talent project announced in 2021, supporting talents in streaming, videos, music, live events, and merchandise.
- The company said the failure to establish a sustainable framework was management's responsibility, not the talents'.
- Notable alumni include Kujo Ringo (graduated April 2024, independent), Anshinji Misa (graduated March 2025, joined agency Specialite in October 2025), and Kitashirakawa Kakapo (graduated February 2026, independent).
- Current talents continuing activities include Maou Turcy (Turcy Nightmare), Tsukishiro Rui, and Amagori Non, among 20 total.
- The remaining 18 talents continuing are Aoi Upalu, Amabe Yae, Fufu Yuniko, Irai Amae, Sakura Tori Mina, Oto Mon Ruki, Kagase Uno, Kashi Otoha, Kashiwagi Momo, Kanra Deity, Kokuyo Rira, Hazumi Sahiro, Hiyori Chiyo, Maru Nanamona, Minaton., Memori An, and Luminas Sweet.
- VEE stated it did not limit talents' dreams for operational convenience, but respected each individual's will and individuality.
- Talents' specific future activity plans will be announced via their own official accounts.
- The official shop will hold sale events from October onward, with no new product releases.
- VEE held a key visual for a full-roster live event called "Noah's Ark" scheduled for February 2026.
- Digital items in VEELLAGE must be saved by users themselves before the September 30 deadline.
Synthesized by Yomimono from the 3 cited sources below, including Japanese-language reporting where cited, then editorially reviewed before publishing.