Link! Like! LoveLive! SPECIAL STAFF INTERVIEW
[This interview was published online on the G's Channel website, and is print in the Link! Like! LoveLive! FIRST FAN BOOK, released Dec 27, 2023.]
The Hasunosora Jogakuin School Idol Club is a group of virtual school idols that made their striking debut in April this year. How did their fan engagement app “Link! Like! LoveLive!” come about? Fujimoto Yoshihiro and Sato Kazuki discuss the app’s origin and what they think about the project.
It’s all about enjoying Love Live!—! The untold story behind the birth of the fan engagement app LLLL
—The smartphone app “Link! Like! LoveLive!” (which we’ll refer to as “LLLL”), celebrated its six-month anniversary in November. Let’s look back on the past six months and discuss the birth of LLLL. To start us off, could you two tell us about your roles in developing this app?
Sato: I’m Sato Kazuki from CERTIA, a producer for this app. I’ve worked for game companies as a planner and director, and now I’m a self-directed game producer. From arcade games to consumer software to apps, my path has involved a variety of media. I’ve been following Love Live! as a fan since the µ’s era, and became a producer for Hasunosora’s game after being consulted for a Love Live! app where the members stream.
Fujimoto: I’m Fujimoto Yoshihiro from Bandai Namco Filmworks, and I’m also a producer for LLLL. I started with the desire to make a Love Live! smartphone game.
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—LLLL’s official start of service was May 20, 2023, but I heard that the road there was quite long. Could you talk about that?
Fujimoto: If we want to start from when development began…. we’ll have to go back to 5 years ago.
Sato: A big part of the appeal of Love Live! comes from these school idols being independent and putting their souls into it as a club activity, so there is a certain kind of enjoyment and emotional payoff from supporting them.
If you insert a “player” who can essentially play god into this, it inevitably feels like a mismatch. Then wouldn’t it be great to turn that idea on its head and instead have an app where you support these independent idols? And streaming would be a great match for that. As we worked out this concept where you cheer on the members as just another fan, this “school idol fan engagement app” took form.
—What led up to integrating motion capture into the app?
Sato: From the very beginning, we had decided that virtual concerts and streams would use 3D models. The development team already had the know-how for streaming with 3D models, so of course we were going to use them.
The key idea is to have the virtual concerts, live streams, and story intimately linked to make the entire experience real-time, so we decided it would be best to have them appear in the same form in both the streams and the activity log (story), which is why the story also uses 3D models. The visuals should be precisely linked so we carefully animated the story with 3D models.
Fujimoto: It is quite rare for the cast to also do motion capture, but it was necessary to realize the vision that Sato-san has described. Yes, it would technically be doable to have the cast only voice the characters and instead have actors do the motion capture, but that would be a lot less palatable.
Sato: It certainly feels a lot more real when the cast is both voicing and moving their characters. The fact that this project is a part of the Love Live! series helped a lot in being able to implement this. The cast loves Love Live!, and it’s because of how much the project staff and cast members put into this that we could make it a reality.
—As an example of this hard work: the cast had intense training on motion and talking, with lessons and rehearsals starting about a year before the app was released.
Sato: In both the live streams and virtual concerts, the cast do the motion capture, in real-time too! Even now, this fact isn’t well-known, or rather, it seems like there are a lot of people who think “No way they go that far!”. Yes, the cast do it themselves!
—So why does doing it in real-time make it good?
Sato: What a pointed question! (laughs)
Fujimoto: What’s important depends on what you value. What we’re aiming for is the feeling of a real concert.
Sato: Putting it concisely, the feeling that it’s live is very important to LLLL. It seems to me that the feeling of being live has recently been highly valued, not just in concerts but in the entertainment industry as a whole. We can look back on works of the past whenever we want through subscription services and the like, so following something now has its own appeal that can evoke a certain zeal. Bearing witness to this moment in history is now viewed as being more significant than it used to be. That’s why we maximize that feeling of being live by having the cast do the motion capture and by streaming in real-time. We felt that those two points are essential.
—So rather than just being parts of the concept, these are essential to the project.
Sato: At one point, we considered doing only the talk and MC in real-time, while having the performance part be recorded. But because we want to get at the heart of the pleasure of having it be real-time, we couldn’t make that compromise.
Actually, the cast do occasionally hit the wrong notes or mess up their dance formations, but these are little things that signal that it’s live—in fact, such happenings can increase how real it feels, which can make the performance feel special if you approach it with the right mindset.
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—Can I ask about the Fes×LIVE production, like the camerawork, lighting, and outfits? It feels like the production value goes even higher every time.
Fujimoto: I think that’s probably because, just like how the Hasunosora members are growing, the staff is as well, going further each time after saying things like “For the next performance, I want more of this!”.
Sato: Things like flying over the stage or swapping outfits in the instant that the lighting changes—we won’t do those. A core principle is that we aim for a production that matches what school idols would do and constrain ourselves to portray what’s possible in reality.
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—The story following school idols at a school steeped in tradition—that’s a new challenge, too.
Sato: We had certain reasons for setting this at a school with a long history—so long that this year is the 103rd. There’s this common image of streamers debuting as no-names, and then working their way up to become more popular. But if Hasunosora were like that, the fact that there would be a lot of fans from the beginning would make it very unrealistic. After all, there’s no way your average rookie streamer could be like “This is my first stream!” and yet have 5000 viewers. (laughs)
We thought hard about how to resolve this in a way that makes sense. Then, we figured out that it would work to have a tradition-laden school that was already a “powerhouse”. So in the end, we made it a point to have the school be a powerhouse with a history of having won Love Live! before.
—So the school already had fans following it, with high expectations for the new school idols: Kaho and the other first years.
Sato: Yeah, it’s meant to be like one of those schools that are regular contenders at Koshien, the national high school baseball championship.
—The world-building is done so thoroughly that such an answer could be arrived at pretty quickly.
Sato: We consulted with many people, starting with the writer team, about implementing the concepts that we mentioned before—having the cast do motion capture to maximize the live feeling, and doing the streams in real-time.
In the beginning, there was a lot of resistance to the idea of trying to successfully operate an app while constructing the story and streams such that there would be no contradictions between them. If you do streams in real-time, such contradictions can certainly arise—you have to work out the setting in quite a lot of detail, and even then, things can happen that are impossible to predict.
But my thinking was always that this is doable if we adjust how often we synchronize the story and streams. I think it’s impossible to stream every day and release a new story every day. But on the other side of the spectrum, if we were to write a year’s worth of story ahead of time, and then do however many streams within that year, that would certainly be doable.
Following that line of thought, in the early stages, we had a lot of discussion about how often we could do streams, searching for the limit of what would be possible to implement. As a compromise, we arrived at the system of fully synchronizing once a month. For each month, we can keep the setting relatively flexible, not setting everything precisely in stone until the month is over. We thought that a monthly frequency should make it possible to both maintain the charm of the story and implement streams.
But right now we’re streaming three times a week, so there end up being a lot of things like “they shouldn’t know this yet” or “this event hasn’t happened yet”. It feels like putting together a complicated puzzle.
Fujimoto: There’s one aspect that we haven’t made clear before—I don’t think there are many people that have realized it. It’s that the talk streams are the furthest along in the timeline, while the story shows what has already happened. It’s not that the story happens on the day that we update it, but rather that the story describes what happened up to that day. People who have realized this have probably read quite closely.
Sato: That’s why it’s called the “activity log”. The With×MEETS serve the important role of synchronization between what happened in the activity log—the world of the story—with reality, so we carefully prepare for them each time.
—That makes sense! One nice thing is that if you keep up with the With×MEETS in real-time, then watch the Fes×LIVE, it feels like keeping up paid off—”Good thing I watched the With×MEETS!”.
Fujimoto: It would be great if our efforts got through to everyone enjoying LLLL.
—If you set things up that carefully, it must be difficult when irregularities happen. In August, several cast members had to take a break to recover from COVID-19, causing many With×MEETS to be canceled. How did you deal with that?
Sato: The silver lining of that period was that it avoided the most critical timing. If that had been off by even a week… it might not have been possible to recover from that. This project always has this feeling of tension, because there is no redoing things.
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Tackling the Love Live! Local Qualifiers! The culmination of the story put viewers on the edges of their seats!!
—On how people have reacted to LLLL: was there anything that went exactly as planned, and on the other hand, was there anything that defied your expectations?
Fujimoto: To bring up a recent event, the Love Live! Local Qualifiers in October very much stood out. There was tension all around—even I was nervous about how it would go. The feeling that “these girls really are going to take on this challenge, at this very moment”. It was like watching the championship of the World Baseball Classic… Well, maybe that’s an overstatement, but an atmosphere similar to that. I’m really happy that we managed to create such an atmosphere with the cast and everyone who participated as a user.
Sato: Not just in sports, but also in the world of anime or fiction, there is definitely a certain excitement that arises when you “witness” something. Bearing witness to the moment that “drama” is born produces an impulse, something that hits deep. This is not something that can be produced in an instant. Rather, such an overwhelming concentration of passion can come about only because so much has happened up to that point.
That’s why, aiming for “that moment”, we first have people experience the Hasunosora members’ existence and reality day after day. After having connected with the members and viscerally felt the sense of being in sync with their “now”, something new will be born…
The closest we’ve gotten to an atmosphere of tension that’s as close as possible to the real thing is what Fujimoto-san just mentioned, the Love Live! Local Qualifiers. I think part of why that was such an “incredible” event was the weight of everything that happened in the Love Live! series up to that point.
—Is there anything else from the fans’ reactions and the like that was unexpected?
Fujimoto: For the talk streams, we have a system where everyone can write comments in real-time. Some users go all in on the setting and act as if they’re in that world.
Sato: The characters are not aware that their everyday lives can be observed in the story, so these users adhere to the rule of not talking about anything that’s only depicted in the story, commenting as if they don’t know what happened there. And if you do that, your comment might get read. So you really can be a participant in the performance. We were surprised at just how many people were earnestly participating like that.
—It’s like making a fan work in real-time, or rather, it’s like playing a session of a tabletop RPG.
Sato: I think what we’re doing here is very much like a game. It’s the “role-playing” of a tabletop RPG taken to an extreme, a pillar of a certain kind of “game”, or maybe more like a participatory form of entertainment.
—Oh, I see! It’s as if we’ve returned to the classic reader participation projects of Dengeki G’s magazine, which is kind of touching.
[Translator’s note: Love Live! originated from Sunrise collaborating with the Dengeki G’s magazine editorial department, bringing Lantis in for music.]
Sato: Yes, indeed. In the era of magazine participatory projects, the back-and-forth would have several months in between. In comparison, a real-time system makes it easier to participate, which I think is a significant and useful advancement. For now, in the first year, it feels like we’ve been grasping in the dark while trying to do the best with what we have. But we’re thinking about how best to adjust the frequency and volume of activities from here on.
Fujimoto: Also, the users have largely figured out all the hints we cooked in!
Sato: They’ve been looking in quite some detail. (laughs) Our cooking has paid off.
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—Is there any challenge that LLLL is taking on anew?
Sato: Going back to what I said at the beginning, I was a huge fan of µ’s, so I started by trying to analyze and put into words just what made me so attracted to, so crazy about them.
A big part of the charm was that it involved youth and a club activity, so by following their story and cheering them on, you could vicariously re-live the passion of those three years in high school. So I wanted to make it so that you could re-live that experience of youth in depth.
My goal is to have it feel so overwhelmingly real—through LLLL’s real-time nature—that you can unwittingly delude yourself into the sense that you’re re-living your high school years.
Fujimoto: If we’re talking about a new challenge, maybe it’d be good to touch on how frequent the interactions are.
For example, let’s consider a one-cour anime. No matter how much you’d like to keep watching it, it ends after three months. Even if it turns out there’s a continuation, you’ll have to wait before you can watch that.
In contrast, if we turn to virtual content, people are streaming three times a week on YouTube. In that vein, what we’re aiming for with this project is this: you can follow this group you like throughout that limited time between matriculation and graduation, and during that time they’ll always be there for you to meet.
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—Some people are expecting an anime as one of the future mixed-media developments. To put it bluntly, what do you think about that?
Sato: What we are doing right now with Hasunosora would not work outside the structure of an app. As mentioned before, it’s not quite a tabletop RPG but rather a participatory form of entertainment, and it’s that structure that allows fans to experience the true spirit of the Hasunosora Jogakuin School Idol Club.
—So for now, we should experience it through the streams in the app! Is that what you’re saying?
Fujimoto: Exactly. It wouldn’t be an exaggeration to say that LLLL is a project to make you fall for these girls throughout their streams—that’s how much effort we’re putting into it.
Sato: Starting LLLL by going through the story and then participating in the With×MEETS streams might be more common, but you can also start enjoying it in a novel way by just jumping into the latest With×MEETS stream. The members’ engagement with the comments has been especially noticeable in the most recent streams—it feels like a symbiotic relationship.
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—Finally, a word for those who are looking forward to the project’s future.
Sato: I can confidently say that LLLL is a new experience made possible because of the times we live in. Because of that, it is very high-context, so it’s hard to explain how it will make you feel or what kind of game it is—you must play it to understand. We are very aware of how much of a hurdle this is, and how it might be difficult to get a grasp on if you start later.
But if you’re willing to take that first step into the world of LLLL, we promise to bring you content that is worth following. So to those reading this interview: please do consider trying it out once, even if it’s with a window-shopping mindset.
Fujimoto: Hasunosora’s story can only happen because of everyone watching. We hope you’ll keep supporting us!
Sato: We’ve prepared plenty of tricks up our sleeves for the end of the school year in March, so please look forward to it!
Credits
Translation: ramen Translation check: xIceArcher Various suggestions: Yahallo, Yujacha, zura
