The VTuber industry is rapidly changing, with many new talents debuting as others retire. Amidst shocking retirements of big names and burnout among VTubers, Azumalim has been actively working since the VTuber boom in 2018, creating videos that combine live-action and virtual elements.
Currently, her YouTube channel has surpassed 250,000 subscribers. When she debuted as a corporate-affiliated VTuber, she dealt with significant pressure. Now that she has transitioned to being independent, she enjoys her work more than ever, stating, “This is the most fun I’ve ever had.”
“I recently enrolled in a distance learning university” “I got a motorcycle license even though I can’t ride a bicycle” “I can’t stop playing Elden Ring, and I’ve logged over 400 hours…”
Azumalim approaches her activities while balancing a fulfilling personal life, even in this competitive VTuber era. What does it take to sustain VTuber activities like hers?
This time, we asked writer Shugou, a fan of VTubers, to uncover Azumalim’s “tips for continuing without burning out.”
Profile
Azuma Rim
A virtual being with cat-ear hood. A first-year university student who loves making videos and is a graduate of a technical high school. Currently updating motorcycle motovlog videos while traveling, camping, and fishing. She rides a Super Cub C125 (Ladybug). She is affectionately called Azurim. YouTube：Azuma Rim Azumalim X：@azuma_lim
A ‘Real x Virtual’ Style Born from Curiosity
Azumalim
Shugou
Thank you for being here today! First, can you introduce yourself to the readers?
Azumalim
Hello! I’m Azumalim! Everyone calls me Azurim! I started my VTuber activities in 2018. I was initially affiliated with a company, but after going through various experiences, I am now active as an independent creator!
Shugou
You upload videos in various genres, but which video would you recommend the most among all the ones you’ve created?
Azumalim
I have a video of me fishing with my grandfather, which has received a lot of feedback. I really like it, so I recommend it.
Shugou
I love watching it so much that I’ve gone back to it several times; the home video-like warm atmosphere is incredibly appealing. It’s similar to this fishing video, but Azumalim, you’ve created many videos where your presence naturally blends with live-action footage. What inspired you to adopt this style?
While I also enjoy the typical VTuber style of operating in a pure white space, I thought it would be even more fun to explore the real world. Now, I often post outdoor live-action videos involving activities like biking and camping.
Shugou
As a virtual entity, your ability to post “in-car videos talking to your grandfather” is unique to Azumalim, who stepped into the real world. The editing is incredibly elaborate, and it feels like a one-of-a-kind style. Do you handle all the video production yourself?
Yes, I taught myself and do all the editing myself.
Shugou
That’s impressive… Learning everything from scratch on your own must have been quite challenging, right?
Azumalim
I’m quite curious and have used software like After Effects for video editing and 3D modeling for a while; I even made projects like “just shiny ramen”, so that part wasn’t too difficult for me.
Shugou
“Just shiny ramen,” huh?! By the way, did you ever publish that video?
Azumalim
No, I hadn’t particularly planned to show it to anyone.
Shugou
I see…? Anyway, your curious nature has led you to develop that unique “real x virtual” style.
The Motovlog Inspiration Came from a Man in Front of Tokyo Tower
Shugou
Azumalim, you also post motovlogs from your motorcycle travels. What inspired you to start posting biking videos?
Azumalim
When I started my career independently as a freelancer, I wanted to begin something new that I could do alone. However, I couldn’t think of anything and ended up feeling stuck. One night, while walking with a feeling of wanting to avoid going home, I spotted a man seriously filming his own motorcycle in front of Tokyo Tower.
Shugou
So, you were influenced by that stranger?
Azumalim
Yes, exactly! The man was filming so seriously that I became curious about motorcycles, even though I knew nothing about them. Although I was extremely indoors since I couldn’t even ride a bicycle, I took the plunge and enrolled in a driving school, obtaining my small motorcycle license in 2021.
Shugou
…Wait! You decided to ride a motorcycle without even being able to ride a bicycle?!
Azumalim
Yes… But I felt like the motorcycle balances itself better, and isn’t riding a bicycle definitely harder? You can’t turn on a bicycle properly.
Shugou
I think riding a motorcycle is definitely more challenging…!
Secrets to Continuing Activities: “Not Aiming for Virality” and “The Freewheeling Takasu Mikiya Style”
Shugou
Azumalim debuted in 2018, at the dawn of VTuber culture, and has continued her activities since then. Do you have any secrets for maintaining a long career in such a rapidly changing industry?
Azumalim
Hmm… I’m curious what I should do, but what I’ve felt throughout my activities is that the more you aim for things like “going viral” or “hitting the trending list,” the more you get stuck and can’t continue.
Shugou
So, by engaging in activities reflecting your current interests, you’ve been able to keep going?
Azumalim
Exactly. When I first became independent, I had the idea of “I should make videos about this trending game!” but I soon realized “it’s better to do something I genuinely enjoy that I can continue naturally alone.”
Shugou
Indeed, the topics of your videos, such as singing, gaming, camping, motorcycles, and cooking, cover a very wide range, don’t they?
Azumalim
Now I freely do whatever I think of at the moment! I really like Mikiya Takasu’s YouTube channel, where he often does silly impersonations of random people, or challenges himself with spicy dishes, creating videos that don’t feel like a doctor’s content at all.
（※）Takasu Mikiya is the director of Takasu Clinic Nagoya and also active as a YouTuber.
Shugou
That’s a surprising kind of freedom for a doctor.
Azumalim
Watching someone like Mikiya Takasu post videos without any constraints, enjoying himself and having fun, inspired me to think, “I should just do what I love freely.” Nowadays, I decide the content of my videos based on the spontaneous vibe of the moment.
Shugou
It’s a good-natured form of carelessness, and it’s this kind of freedom that has allowed you to continue for eight years.
Azumalim
Yes! I think there’s a good chance that in six months, I’ll be really into biking…!
Shugou
（You can’t turn!?）
The Best Thing About Transitioning from a Corporate to an Independent VTuber: “Being Able to Play Elden Ring for 400 Hours”
Shugou
You’ve been active as an independent VTuber since your independence in 2020. Can you share what has been challenging and what has been good about working independently?
Azumalim
Well, when I was part of a company, I felt a massive responsibility regarding the figures and sales, which was quite a burden. On the other hand, since becoming independent, I handle everything solo, so I don’t feel that pressure and can proceed at my own pace, which suits me very well.
Shugou
That said, it appears quite challenging to handle everything by yourself, from planning and filming to editing and managing live streams, fan communities, and merchandise sales. How do you manage all that?
Good morning! ☀️
Although I’m moving at a turtle’s pace, I’m putting a lot of love into each piece of merchandise for the swimwear commemorative goods! 🐢💡 Stay tuned!
It is indeed tough to do everything by myself, but it starts from the point of “What I want to do,” so it doesn’t feel too burdensome.
Shugou
I see. So, there aren’t many challenges in being independent?
Azumalim
Well… I find managing my schedule to be really challenging…!
Shugou
When you’re on your own, it’s easy to slack off if you want to.
Azumalim
That’s right!! I’m actually quite worried because I haven’t been able to do anything this month…
Shugou
It’s already mid-month on the day of this interview… What on earth have you been doing?
Azumalim
I know it sounds bad, but I can’t stop playing this game called Elden Ring Night Rain… I’ve already logged about 400 hours.
I thought about trying another game, so I bought Elden Ring Night Rain, which was ranked #1 on Steam, but it’s too difficult, and I’m crying😭 I guess I’m not cut out for FromSoftware games?!
At that time, I said it was “too difficult,” yet here I am playing for 400 hours!
Shugou
Indeed, prioritizing playing Elden Ring over VTuber activities might be difficult if you were still part of a company…
Azumalim
But not only gaming, I’ve also recently started attending a distance learning university, so I’m busy with my studies and assignments too!!
Azumalim
I’ve started attending university, and I truly feel I need to set aside more time for video production…
Shugou
The ability to play Elden Ring for 400 hours can turn into both a benefit and a drawback of being independent, can’t it…
Reflecting on Eight Years of Activities: “If I Think It’s Fun, That’s a Great Success”
Shugou
Looking back at nearly eight years of activities since 2018, how do you feel about it now?
Azumalim
I’ve been able to interact with everyone who watches my videos through comments, and they’ve shown me a variety of feelings and worlds. This experience is truly unique to VTubers. I want to thank everyone for allowing me to feel that “this is the most fun I’ve ever had”!
Shugou
Many VTubers who debuted around the same time have already retired or paused their activities. What do you think is the reason you can keep going and feel that “now is the most fun”?
Azumalim
Because I’ve valued “believing in myself”… I think!?
Shugou
So, it’s about following your own impulses rather than doing things “because others are doing this”?
Azumalim
That’s right. I think if you start doing something “just because it’s trending,” the audience can see that inauthenticity. It’s definitely better to create videos where it’s clear that “I’m doing this because I enjoy it,” for both myself and the viewers.
Shugou
By the way, what kind of people do you think will be sought after in the future VTuber industry?
Azumalim
These days, there aren’t many universally recognized stars or content. I think in the future, it will be an era where people who pursue what they find interesting will be in demand. I guess people will want to support those who make them think, “What on earth are they doing??”
Shugou
It seems that “finding what you think is fun” will be an essential indicator for continuing your activities. It’s probably because of that mindset that Azumalim achieved a subscriber count of 250,000.
Azumalim
I hope so! I want to keep doing what I’ve been doing and maintain a state where I’m enjoying myself while gradually increasing my audience.
Shugou
I support Azumalim’s future activities! Thank you for today!
