lit.link Appoints "MilMoon," a Girls Unit with an Ennui Sensibility, to Begin Co-creation as a Brand Symbol

TieUps Corporation (Headquarters: Meguro-ku, Tokyo; Representative Director: Fumiaki Obara; hereinafter, "the Company"), which develops co-creation and collaboration businesses based on creator data, is pleased to announce that it has signed an icon contract with MilMoon, a next-generation girls unit produced by VOLVE CREATIVE Inc., to serve as a symbolic presence for its branding profile tool "lit.link."

MilMoon is a next-generation girls unit produced by VOLVE CREATIVE Inc., active with its unique worldview as its core.

This contract differs from conventional image character contracts; it is an initiative to build a long-term co-creation relationship, with MilMoon serving as the “service icon” embodying lit.link's values and worldview.

▪️ About the Icon Contract

General image character contracts aim to enhance recognition and promotional effects for products and services by appointing talents or models. In contrast, the icon contract signed this time is a new partnership model that aims for MilMoon to grow together with the brand as "the symbol of lit.link." For our company, their creative worldview and strong connection with fans will lead to an improvement in brand value, and through lit.link, which has one of the largest user bases in Japan, we expect to expand recognition and activity opportunities within the music and creator industries. It is characterized by a co-creation type contract aimed at mutual image enhancement and growth, rather than a one-sided appointment relationship.

▪️ About "MilMoon"

MilMoon

MilMoon is a five-member girls group consisting of Moepi, Emi, Fuka, Yoo, and Yuua. With "closeness" and "harmony" as their themes, they concept "FAIRYPOP," a fantasy-like pop music incorporating internet-born sensibilities. They are a presence that gently accompanies the fatigue and feelings that arise in daily life.

https://lit.link/milmoon Moepi Emi Fuka Yoo Yuua

▪️ Background of Appointment

① High Affinity with lit.link's Worldview

lit.link has upheld "street," "unisex," and "ennui" as its brand image concepts, valuing individuality and freedom of expression. MilMoon's creative expression and worldview, which combine strength and a sense of effortlessness, have a very high affinity with lit.link's philosophy.

② Ideological Resonance with a Progressive Music Agency VOLVE CREATIVE Inc. is a startup-type music agency that challenges the creation of new value while raising funds.

Our company strongly resonated with their stance of integrating new capital and creativity to build a next-generation music business model.

▪️ Changes for lit.link and Future Outlook

lit.link has been used by many creators as a "profile tool to consolidate activities." Through this icon contract, lit.link will evolve into a brand connected with culture, beyond just a tool. Even if users do not consciously think about lit.link daily, we aim for it to become a presence that they remember in fleeting moments through MilMoon's activities. Going forward, we plan to gradually implement collaboration measures, content development, and fan-participation projects starting from this icon contract, creating more forms of creator support.

▪️ Comment from Fumiaki Obara, Representative Director of TieUps Corporation

"lit.link wants to continue to be a 'place where all creators can take a step forward.' This icon contract is a new challenge in co-creation that goes beyond mere promotion. We will walk alongside MilMoon, who are forging their own path of expression, and use the insights gained from this initiative to further evolve creator support. Through this, we aim to create a larger cycle from this platform where more artists can shine."

◾️ About VOLVE CREATIVE Inc.

VOLVE CREATIVE Inc. is a creative studio that spans real and virtual realms, centered on the creation of music IP. https://volve.tokyo/

◾️ About TieUps Corporation

With the Vision "Towards a world where everyone can take a step forward before they know it" and the Mission "To create a state where individuals can express their activities joyfully and turn their individuality into value," we develop and operate co-creation platforms that contribute to society through the power of technology. Currently, we offer the following three services:

【Services Provided】

・lit.link：https://lit.link/

A branding profile page tool that allows users to consolidate multiple links such as SNS, EC, videos, and blogs into one. It has currently surpassed 4 million users and is supported primarily by Gen Z.

・lit.link Ads：https://tieups.co.jp/litlinkad Gen Z and creator segment advertising that can reach target audiences with optimized approaches based on creators' activity attributes and individuality.

・TieUps：https://tieups.co.jp/ A marketing platform that promotes consumer advocacy through communities.

【Company Overview】

Company Name: TieUps Corporation

Location: ASTRA Nakameguro 5F, 3-6-18 Kamimeguro, Meguro-ku, Tokyo

Representative: Fumiaki Obara, Representative Director

Establishment Date: April 30, 2020

Corporate Website URL: https://tieups.com

◾️ Inquiries regarding this matter

TieUps Corporation Public Relations Department

Email: pr@tieups.com