StelLive
StelLive is a South Korea-based virtual talent (VTuber) agency managing a multi-generational roster of female virtual YouTubers who stream music, host concerts, and sell merchandise to individual fans of virtual idol culture, primarily in East Asia. The company joined Brave Group in July 2025.
- Company typePrivate
- Founded2022
- HeadquartersSeongnam, South Korea
- Headcount—
- GTM typeB2C
- OfferingDigital Commerce or Content
What StelLive does
StelLive (스텔라이브) is a South Korea-based virtual talent (VTuber) agency that manages a roster of female virtual YouTubers who stream on YouTube and other online video platforms. Founded circa 2022–2023 and headquartered in Seoul, the company organizes its roster into multiple generations (1st generation Mystic, 2nd generation Universe, 3rd generation Cliché, 4th generation, with 6th generation reportedly being recruited), and currently operates approximately 10 active virtual talents with one graduate (Airi Kanna). The agency's underlying technology stack centers on 3D avatar production, music production, and live streaming capabilities, supporting original songs, covers, group unit releases (e.g., Universe, Cliché), and 3D debut broadcasts.
StelLive monetizes through four primary streams: (1) music sales and streaming across YouTube and music platforms, (2) concert and event ticket sales for both online streaming and offline solo/group performances (including the inaugural STAR TRAIL festival in late 2025), (3) merchandise sales via the Fanding online storefront (fanding.kr/@stellive/shop), seasonal pop-ups at The Hyundai department store, and collaboration cafes (ANIPLUS, TUNE), and (4) a fan membership program called "pastel" with annual billing that confers benefits such as birthday-limited goods and shipping perks. The company also runs collaboration events with non-entertainment partners including Woori Bank, WATCHA, pixiv, and Compuzone, broadening its commercial surface.
In July 2025, StelLive became part of Brave Group, a strategic operating parent, which restructures its capital and growth context. Go-to-market is direct-to-consumer: YouTube (@stellive_official), Twitter (StelLive_kr), and Naver Cafe serve as the top-of-funnel marketing channels, while the membership, ticketing, and merchandise channels sit lower in the funnel. Pricing is not publicly disclosed, and revenue figures are not available.
StelLive firmographics
Firmographics- Name
- StelLive
- Legal name
- StelLive (스텔라이브)
- Website
- https://stellive.me
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Short description
- StelLive is a South Korea-based virtual talent (VTuber) agency managing a multi-generational roster of female virtual YouTubers who stream music, host concerts, and sell merchandise to individual fans of virtual idol culture, primarily in East Asia. The company joined Brave Group in July 2025.
- Ownership category
- akta.pro rank
StelLive industry classification
Industry- Product category
- Virtual Talent Entertainment
- NAICS
- Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Musical Groups and Artists (71113), Broadcasting and Content Providers (516)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Virtual Influencers, VTubers & Avatar/Face-Tracking (Gaming Creators) (MPAFAEAK)
Keywords
Where StelLive is headquartered
LocationHeadquarters
- HQ city
- Seongnam
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
StelLive business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Supply Chain, Operations
Revenue model
- Music Sales and Streaming: Original songs, singles, and covers released on YouTube and music platforms by virtual talents
- Concert and Event Tickets: Online streaming and offline concert tickets for solo and group performances
- Merchandise (Goods): Physical goods including acrylic stands, photo books, calendars, birthday-limited goods, and concert merchandise sold through online store and pop-up events
- Membership Subscriptions: Paid membership tiers (pas-tel 6th generation) providing exclusive benefits including free shipping, special goods, and content access
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Membership benefits for birthday limited goods |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
StelLive product offering
Product offeringCore offering
StelLive is a South Korean virtual talent (VTuber) agency that manages a multi-generational roster of female virtual YouTubers. The company produces original music (singles, EPs, albums, covers), hosts live streams and concerts, and sells related merchandise and fan memberships directly to consumers through online platforms and pop-up events.
Product overview
StelLive is a virtual talent (VTuber) agency operating a multi-generational talent roster across distinct sub-brands. The core offering consists of managed virtual talents (currently including 1st generation, 2nd generation Universe, 3rd generation Cliché, and 4th generation) who produce music releases, host live streams, and perform virtual concerts. The product portfolio is organized around: (1) StelLive Universe — the 2nd generation unit featuring collaborative music projects and 3D debut broadcasts; (2) StelLive Cliché — the 3rd generation unit with original songs and coordinated performances; (3) Individual talent channels for each managed VTuber across all generations; (4) Music production and release services spanning singles, EPs, albums, and cover songs; (5) Concert and live event experiences including solo concerts and the inaugural STELLIVE FESTIVAL; (6) Merchandise and goods including birthday commemorative items and concert-exclusive products; and (7) a fan membership program (파스텔 멤버십) providing early access, exclusive content, and shipping benefits. The company joined Brave Group in 2025, expanding its collaborative reach.
Differentiator
Problem solved
Functional benefit
Brands
- StelLive Mystic: First generation of virtual talents including Ayatsuno Yuni and Shirayuki Hina
- StelLive Universe
- StelLive Cliché
- Pastel (파스텔)
Products and services
- Individual VTuber Talent Channels Individual VTuber talent brands managed by StelLive (e.g., Ayatsuno Yuni, Shirayuki Hina, Akane Lize, Neneko Mashiro, Arahashi Tabi, Tenko Shibuki, Aokumo Rin, Yuzuha Riko, Hanako Nana). Each talent produces music covers and original songs, hosts live streams, and performs virtual concerts for individual fans.
- StelLive Universe (스텔라이브 유니버스) Second-generation StelLive sub-brand featuring virtual talents who release collaborative music singles and perform 3D debut broadcasts for fans.
- StelLive Cliché (스텔라이브 클리셰) Third-generation StelLive sub-brand debuted in May 2024, featuring virtual talents who produce original songs and coordinated performances including 3D debut broadcasts.
- Music Production & Release Catalog Original music catalog of 257+ tracks including singles, EPs, albums, and cover songs produced by StelLive's group units (Universe, Cliché) and individual virtual talents, released on YouTube and music platforms.
- Concert & Live Event Experiences Solo concerts and festival events featuring virtual talents, available via online streaming and offline venues with paid ticket sales (e.g., Ayatsuno Yuni's 'Christmas On The Merry Go Round', STELLIVE FESTIVAL 'STAR TRAIL').
- Merchandise & Goods (굿즈) Limited-edition physical merchandise including birthday goods, concert-exclusive items, acrylic stands, photo books, calendars, and voice packs sold via the fanding.kr online store and pop-up stores.
- Pastel Fan Membership (파스텔 멤버십) Paid fan membership program offering benefits including early concert ticket access, exclusive merchandise, welcome voice content, birthday special bundles with free shipping, and special goods for members.
Companies that use StelLive
Customer profileSegments2 records
Ideal customer profiles1 record
StelLive technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
StelLive partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor and core.
- SWminorCollaboration event with Hanako Nana for special content and fan engagement.
- Brave GroupscoreStelLive officially joined Brave Groups as announced on July 16, 2025, marking a significant strategic partnership in the virtual talent industry.
- TAKminorCollaboration on '도깨비꽃' (Ghost Flower) song with Tenko Shibuki.
- Woori Bank (우리은행)minorWON Banking prize event partnership for Ayatsuno Yuni's 1st solo concert 'Christmas On The Merry Go Round'.
- Compuzone (컴퓨존)minorAyatsuno Yuni Special Edition PC partnership for branded merchandise collaboration.
- ANIPLUSminorCollaboration cafe partnership with StelLive Universe for special events and fan engagement activities.
- WATCHAminorPartnership with KANNA (Airi Kanna) for streaming and content collaboration events.
- FandingcoreOfficial goods distribution platform for StelLive merchandise including membership kits, limited goods, and event merchandise.
- TUNEminorMembership 4th generation pop-up store collaboration partner for exclusive merchandise events.
- The HyundaiminorPop-up store locations at The Hyundai department store for Milky Way release and seasonal merchandise events.
- pixivminorStellive Festival illustration contest collaboration for fan engagement and creative community involvement.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
StelLive competitors and assessment
Company assessmentBroad incumbents
- SM Entertainment: SM Entertainment is a major Korean entertainment company managing idol groups with extensive music production, concert, and merchandise operations. Comparable to StelLive in the K-pop entertainment agency model and multi-artist management approach, though SM operates traditional rather than virtual idols at much greater scale.
- Brave Group: Brave Group is a Japanese entertainment conglomerate operating multiple VTuber projects (including Riot Music, Game Club Project) and became StelLive's parent company in July 2025. Comparable as a multi-project VTuber operator and entertainment IP holder with broader portfolio than StelLive's focused roster.
- Nijisanji (ANYCOLOR Inc.): ANYCOLOR operates Nijisanji, the second-largest VTuber agency globally and Hololive's primary competitor, managing a large roster of virtual talents who stream, release music, and host concerts. Directly comparable to StelLive in business model (VTuber talent management) but with established Japanese and international operations.
- HYBE Corporation: HYBE is the parent company of BTS and other major K-pop acts, operating a multi-label artist management and music production business. Comparable to StelLive in the talent management, original music, and merchandising model, though at vastly larger scale and focused on traditional (non-virtual) idols.
- Hololive Production (Cover Corp): Cover Corp operates Hololive Production, the largest and most capitalized VTuber agency globally with dozens of talents across multiple generations. Directly comparable to StelLive as a multi-generational VTuber agency producing original music, concerts, and merchandise, but at vastly greater scale and global reach.
Emerging players
- Phase Connect: Phase Connect is an English-language VTuber agency managing a roster of virtual talents focused on streaming and music. Comparable to StelLive as a smaller, multi-generation VTuber agency but serving a Western/international audience rather than Korean/Japanese market.
- PRISM Project: PRISM Project was an English-language VTuber agency that managed virtual talents and later restructured/ceased operations. Comparable to StelLive in VTuber talent management structure but historically operated in a different geography and at smaller scale.
Direct peers
- idol Corp: idol Corp operates a VTuber agency (Idolbu/Idol Corp) managing female virtual talents focused on streaming and music. Directly comparable to StelLive in female-focused VTuber management, original music production, and concert/fan event operations within the Japanese market.
- KAMITSUBAKI STUDIO (THINKR): KAMITSUBAKI STUDIO is a Japanese virtual artist agency/label under THINKR Inc. that manages virtual singers and music-focused VTubers, producing original songs, concerts, and music distribution. Highly comparable to StelLive in the music-centric virtual artist management model and original song catalog focus.
- VSPO (Virtual eSports Project): VSPO is a Japanese VTuber agency focused on gaming and esports-oriented virtual talents that stream, release content, and host events. Comparable to StelLive as a Japanese-market VTuber agency with multi-talent roster, though with an esports/content streaming emphasis rather than idol/music focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
StelLive social profiles
Digital presenceStelLive financial estimates
Financial estimateRevenue estimate
Valuation estimate
StelLive leadership team
Management profileNumber of profiles
Profiles1 record
StelLive funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
StelLive M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about StelLive
What does StelLive do?
StelLive is a South Korean virtual talent (VTuber) agency that manages a multi-generational roster of female virtual YouTubers. The company produces original music (singles, EPs, albums, covers), hosts live streams and concerts, and sells related merchandise and fan memberships directly to consumers through online platforms and pop-up events.
Is StelLive a public or private company?
StelLive is a private company. It is classified as corporate owned and is currently operating.
When was StelLive founded?
StelLive was founded in 2022.
Where is StelLive based?
StelLive is headquartered in Seongnam, South Korea, in the Asia region.
How does StelLive make money?
Four revenue lines are on record. Music Sales and Streaming is the primary driver. The others are concert and Event Tickets, merchandise (Goods) and membership Subscriptions.
Who are StelLive's main competitors?
Broad incumbents on record are SM Entertainment, Brave Group, Nijisanji (ANYCOLOR Inc.), HYBE Corporation and Hololive Production (Cover Corp). Emerging players are Phase Connect and PRISM Project. Direct peers are idol Corp, KAMITSUBAKI STUDIO (THINKR) and VSPO (Virtual eSports Project).
Does StelLive have an API?
No public API is recorded for StelLive.
What industry is StelLive in?
StelLive's product category is Virtual Talent Entertainment. Its primary akta.pro industry code is MPAFAEAK, Virtual Influencers, VTubers & Avatar/Face-Tracking (Gaming Creators). Its NAICS code is 7114 and its SIC code is 7990.