Secondary creative culture has taken root in Japan, particularly in music. This is where a song created by an unknown young artist using vocaloids or other music software goes on to inspire other artists to create a new vocal track, illustration images, etc. It forges a non-hierarchical connection between artists, generating synergy effect across the various creative works.

Ado is the big star borne out of such underground music scene. Her singles released

since 2020 have now become a social phenomenon, recording over 880million views on YouTube.

However, the only things the fans know about the artist is her name, Ado, and the single illustration released as her profile. All the music videos feature this one girl and the rest of her biography remains a mystery.

The music video for her new single, “YORU NO PIERROT,” stars a girl wondering through a city full of billboards that feature the various illustrated versions of herself, symbolizing the search for her identity as she crosses between the real and the digital realms. The song became a huge hit, recording over 10million views just in its first month of release.

This time, Ado decided to get her fans involved to “Tweet an illustration of an image inspired from the song.” The fans responded. Over 86,000 artworks with #Adoart streamed through Twitter.

Then, the final artwork was released. It was a music video staged in Shibuya, full of billboards showcasing the artworks that the fans had tweeted. Ado, a singer in the underground secondary creative culture scene turned star, engaged her fans across the world in this project in the spirit of EVERYONE CREATOR.

Gen-Zs have gone head over heels for every song this underground artist has released to date. However, everything else about Ado remains a complete mystery so the only way the fans can engage with her is through SNS and the music videos.

This has helped to spark this secondary creative scene as young creators actively post their own illustrations on social network, inspired by Ado’s music.

The purpose of this project was to produce work that embodies the spirit of "EVERYONE CREATOR" where musicians, singers, and illustrators, regardless of their fame, are all connected equally, transcending the line that usually divides the artist and the fans.

“YORU NO PIERROT 360°MV” was developed with Unreal Engine, a game engine that allows a real-time rendering as the video required a highly detailed verification of how a scene looks as the perspective constantly moves through the spaces. Viewers can enjoy the 1,000-plus illustrations, created by the fans, as the girl moves through a Shibuya-like space to a neo-futuristic cyber realm.

The works featured in the video were made by a range of fans, from an elementary school fan to a professional illustrator, all chosen regardless of their fame and were all-presented equally. The video is created in 6K to showcase the artworks in high resolution. The 360° video went on to be featured in the actual Shibuya, Tokyo, on physical billboards.

Because it was the artist, Ado, inviting the fans to post illustrations, over 86,000 art works with #Adoart were posted, recording 80,000 retweets to ultimately reach over 16million people.

The project was widely covered on TV winning a total of 120million PR impressions. The music video clocked in over 23million views, catapulting her first album with the track as well as the download # to the No. 1 position. The YouTube views of Ado work has now exceeded the 880million mark.