lit.link Appoints Girls Unit 'VINII', Known for Rebellious Expression, as Brand Icon

TieUps Inc. (Headquarters: Meguro-ku, Tokyo; CEO: Fumiaki Obara), which develops co-creation and collaboration businesses based on creator data, announced that it has signed an icon contract with 'VINII,' a next-generation girls unit managed by VOLVE CREATIVE Inc., to serve as the symbolic presence for its branding profile tool, 'lit.link.'

VINII is a next-generation girls unit managed by VOLVE CREATIVE Inc., active with a unique worldview. Unlike traditional image character contracts, this agreement is an initiative to build a long-term co-creation relationship as a 'service icon' that embodies the values and worldview of lit.link.

[About the Icon Contract] While general image character contracts aim to increase awareness and promotional effects for products and services by hiring talent or models, this icon contract is a new partnership model where VINII aims to grow alongside the brand as the 'symbol of lit.link.' For the company, the creative worldview and strong fan connection possessed by the members will lead to improved brand value. Through lit.link, which has one of the largest user bases in Japan, we expect to expand awareness and activity opportunities within the music and creator industries. It is characterized by a co-creation contract aimed at mutual image enhancement and growth, rather than a one-sided hiring relationship.

[About 'VINII'] VINII is a five-member girls group consisting of RINNE, SAKI, TAKARA, TYRA IVORY, and MEI. Their concept is to release the 'noise' of imposed values, constraints, and suppressed self-identity. They call this philosophy 'GIRLS NOISE' and exist to affirm the true selves of people living in the modern age.

[Background of the Appointment] 1. High affinity with the worldview of lit.link: lit.link has valued individuality and freedom of expression, with brand concepts like 'street,' 'unisex,' and 'ennui.' VINII's creative expression, which combines strength and a sense of effortlessness, has a very high affinity with lit.link's philosophy. 2. Ideological resonance with an advanced music agency: VOLVE CREATIVE Inc. is a startup-style music agency that challenges the creation of new value while raising funds. We strongly resonated with their stance of fusing new capital with creativity to build next-generation music business models.

[Changes and Future Outlook for lit.link] lit.link has been used by many creators as a 'profile tool to summarize activities.' Through this icon contract, lit.link will evolve into a brand connected to culture beyond just a tool. We aim to be a presence that reminds users of lit.link in casual moments through VINII's activities. We plan to develop collaboration measures, content, and fan-participatory projects based on this icon contract in stages, creating more forms of creator support.