Sony Music Entertainment's Echoes label has launched the virtual-real crossover singer LAYRA, tied to the Belle franchise, while its VEE project continues cross-genre collaborations with VTuber talents.
Sony Music Entertainment's Echoes label introduced LAYRA, a singer who moves between virtual and real worlds, with a debut song by TeddyLoid and an immersive live show. The singer is produced by Hiro-chan , who worked on the singer Bell in the animated film Belle. Character design is by Mika Pikazo, and music is by TeddyLoid. LAYRA's first stage is the immersive live "Belle - PROJECT LAYRA -" at MoN Takanawa from October 10 to November 15, 2026, with five performers playing the role.
Separately, Sony Music's VEE project talents Anew Uparu and Maoh Tulsi collaborated on the murder mystery work Kinpu no Harmonia by Ibarayugi, released July 15. They provided a collaboration song and made cameo appearances as character models. The song Soul Unbound has two versions, each showing the talents' individuality. The collaboration blends VEE talents into the narrative from both musical and story aspects.
These two initiatives show Sony Music Entertainment expanding its music and talent operations into cross-media experiences, with the LAYRA debut tying a new singer to an existing film franchise and the VEE project integrating VTuber talents into a narrative game work.
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21h ago
Sony Music Entertainment and GungHo Online Entertainment announced a capital and business alliance on August 28. SME will acquire all 12,006,500 common shares held by SON Financial LLC, GungHo's current largest shareholder, at 2,385 yen per share for about 28.6 billion yen. The transfer, scheduled for December 30, 2026, gives SME a 23.29% voting rights stake, making it GungHo's largest shareholder. The companies plan to combine GungHo's game development with Sony Music Group's entertainment expertise.
Aug 22
Sony Music Entertainment began order-based sales of 4th Anniversary Goods for VEE virtual talents Anew Uparu and Luminous Sweet at the VEE Official Shop. Each acrylic diorama stand, priced at 4,500 yen, includes a bonus sticker using new illustration by Kutori Panya. Orders run through September 6.
Aug 15
Sony Music Entertainment's Echoes label announced the debut of LAYRA, a singer who moves between virtual and real worlds. Part of the new song "Watashi wa LAYRA" by TeddyLoid was released. LAYRA is produced by Hiro-chan <As>, who worked on the singer Bell in the animated film Belle. Character design is by Mika Pikazo, and music is by TeddyLoid. LAYRA's first stage is the immersive live "Belle - PROJECT LAYRA -" at MoN Takanawa from October 10 to November 15, 2026, with five performers.
Jul 15
Sony Music's VEE project talents Anew Uparu and Maoh Tulsi have provided a collaboration song and made cameo appearances as character models for Ibarayugi's murder mystery work Kinpu no Harmonia, released July 15. The song Soul Unbound has two versions, each showing the talents' individuality. The cross-genre collaboration blends VEE talents into the narrative from both musical and story aspects.