Brave group Inc. is proud to share a special interview with Genki Kubo, also known as Kubo P, who was appointed Director of RIOT MUSIC Inc. just one and a half years after joining the company. We sit down with Kubo and Keito Noguchi, CEO of Brave group, to discuss his journey, from his decision to join the company to his current role and future ambitions.
CEO of Brave group
Keito Noguchi（@keito_noguchi）
Keito Noguchi embarked on his entrepreneurial journey by founding Vapes, Inc. in 2011 while still pursuing his studies at Keio University.
In 2016, he orchestrated the transfer of the company over to Benesse Holdings, Inc. Following this, he has been engaged in the founding of over 50 startups as a business angel, showcasing his commitment to fostering innovation. In 2020, Keito Noguchi stepped into the position of CEO at Brave group Inc., a position he currently holds, leading the company with a clear vision and dedication.
Director of RIOT MUSIC
Genki Kubo（@genki_kubo）
Began his career in sales at a printing company, then worked in sales and customer service at a talent agency. Joined COVER Corp. in August 2019, where he was involved in management and content creation for their VTuber business. He joined SuperYellow Inc. (now RIOT MUSIC) in November 2022 and was appointed Director in April 2024.
The New RIOT MUSIC Era: A Rebranding and a Fresh Start
Noguchi: It’s been a year since you became Director of RIOT MUSIC. How do you feel about it now?
Kubo: From an operational or day-to-day perspective, I don’t feel a big change. Becoming a Director hasn’t changed my relationship with the operations team or the artists, and I’ve always had a close relationship with the Brave group management. However, I now have a broader perspective when planning and strategizing, and I can commit more deeply to our goals. I also feel that communication and information sharing within the team have become smoother.
Noguchi: I’ve noticed that you’re now more focused on RIOT MUSIC as a company and have a stronger business perspective. The artists and staff also seem to be working more freely and enjoying themselves.
Kubo: I believe that if the artists and staff aren’t having fun, the audience won’t either. It’s a bit embarrassing to say, but I’d be very happy if a ’Kubo-ism’(my management philosophy) is slowly taking hold.
Noguchi: RIOT MUSIC is a project built by people like the former director, Mr. Ueda (current Kigensho Records Producer at RIOT MUSIC), and Mr. Yaguchi (current Kigensho Records Production Team). It has a long history that goes back to The Game Club Project and Cocoa Domyoji. You joined as a new member, and were entrusted with the VSinger label Mugensho Record, the 2.5 Dimension Artist label Kigensho Records, and the VTuber support project RIONECTION. Now, after the May 2025 rebranding, I feel this marks the official beginning of a new RIOT MUSIC under your leadership.
The concert that changed my life
Noguchi: You decided to join the company after watching the live event Re:Volt 2022 in March 2022, right?
Kubo: Yes. I’d watched many other VTuber concerts and events before, but the performance by RIOT MUSIC artists with the live band and the spatial production unit huez left a deep impression on me. I immediately applied for a job and joined RIOT MUSIC in November 2022.
Noguchi: The final interview was our first time meeting. When you, an accomplished producer from your previous job, told me that you decided to change jobs after watching Re:Volt 2022 , I was truly delighted and felt a renewed sense of responsibility to live up to that expectation.
Kubo: Many people told me it was a “waste” to leave my previous job, but my desire to be the one delivering and spreading the same excitement I felt that day was even stronger. I didn’t hesitate. I’m always looking to evolve, so I was also drawn to the idea of growing with a startup.
Noguchi: Did you notice any gaps between your expectations and reality after you joined?
Kubo: I had heard about the company’s atmosphere, so there weren’t many surprises. However, I was pleasantly surprised by the rapid pace at which Brave group was adding new companies (laughs).
Noguchi: We certainly had a lot of big developments, like setting up overseas bases and M&A, around the time you joined.
Kubo: That momentum, combined with the decisiveness in our investments, showed me that this is a company that isn’t afraid to take on challenges. I also feel a certain amount of pressure to ensure that each group company delivers results.
The Key to Managing a VTuber Business: Building Trust
Kubo: During my days of figuring out “what I can do”, being offered the position of RIOT MUSIC’s Director in the winter of 2023 was a huge turning point for me.
Noguchi: You mentioned at the time that you felt you weren’t ready for such a big role.
Kubo: That’s right. I’ve always been on the creative side, so I was honestly worried about whether I could handle the responsibilities of a Director. But now that I’m doing it, I feel like I’m fulfilling the role better than I expected.
Noguchi: At the time, we were promoting a company-wide initiative to appoint people to executive and director roles, and we wanted to build a well-balanced management team for RIOT MUSIC.
In a fan-based business, it’s essential for a leader to understand the fans’ feelings and earn the trust of the talent and team members. You had a proven track record in your previous job, and I believe you’re excelling at that now.
Kubo: My belief is that you can’t entertain the audience if you’re not having fun yourselves. That’s why I make an effort to attend other VTuber concerts and events as a regular fan. I feel it’s important to live my life as a fan of the Virtual YouTuber culture.
I believe that people who are honest about their passions naturally attract others with similar values and enthusiasm. And by collaborating with these like-minded teammates, you can create great work. That enthusiasm is then passed on to the audience, and when they are happy, it’s the best feeling in the world—like everything has fallen into place.
Noguchi: I believe that business and financial knowledge can be learned over time. In a way, a position can help a person grow. At Brave group, our headquarters handles the back-office work, so our directors can focus on the business itself about 80% of the time. That’s why the ability to build trust with fans, talent, and team members is so crucial. I want you to keep honing that skill.
Kubo: Something I learned at my previous job is that to gain the trust of our talent, there’s no shortcut. You just have to build a strong foundation through consistent communication. When the company’s direction and vision are unclear, it can create a lot of anxiety for the talent. That’s why it’s so important for people in leadership positions to sincerely engage with each individual and communicate with conviction. I want to continue to be a leader who can go to the field and talk with them personally.
Taking over from his predecessor and running the business in his own way
Noguchi: The situation you’re in—moving forward while honoring the identity built by your predecessor—is very similar to how I felt when I took over Unlimited (now Brave group) from the previous CEO.
At that time, Mr. Yoshikazu Tanaka from GREE, Inc. told me, “You’re the new CEO, so you should lead based on your own strengths.” That was a turning point for me. I was better at bringing people and capital together than at building businesses, which is what led me to focus on business integration. I want you to do the same, to utilize your own strengths and do things your way.
Kubo: Thank you. I believe my strength, my ’Kubo-ism’, is bringing together people who share the same passion for making the industry more exciting and supporting it. That’s why we’ve been more proactive in participating in external events and collaborating with other agencies.
Live2D live event “IGNITION!!” held
Noguchi: How was the reception for ‘IGNITION!!‘ which we held this past May?
Kubo: I’m happy to say that the tickets sold out and it was more well-received than we could have ever imagined. The audience was incredibly polite and warm, and the entire venue was filled with a wonderful atmosphere. It was a beautiful sight to see fans naturally interacting, talking to each other, and being considerate of one another. I think it was a very comfortable experience for those who attended a live event for the first time.
Kubo: Most live events in the VTuber industry feature 3D models, making it difficult for VTubers and VSingers who primarily use Live2D models to participate. So we worked with a live music venue to create IGNITION!! as an event where Live2D models could also perform. Moving forward, we want to continue holding this event as a stage for various projects, both from within and outside our group.
Noguchi: That’s great. It wasn’t just RIOT MUSIC talent, but also some from other group companies, right?
Kubo: Yes, we had Yura Ayami from the men’s VTuber project YUMENOS and Nagisa Hino from the Isekai VTuber project Uniraid! join us.
Noguchi: Was there a specific reason for those choices?
Kubo: I have a personal passion for male VTubers. While it’s difficult right now, I’d love to produce them again someday. I’ve been a quiet fan of the YUMENOS and Uniraid! members. I’ve noticed that many fans of male VTubers tend to want to go to live events to see their favorite artists. So I wanted to give them a chance to perform. I’d be thrilled if I could help solve even one small problem with my advice, and I hope to continue sharing my knowledge and experience with other group companies whenever possible.
When You Think of Virtual Artists and VSingers, Think of RIOT MUSIC.
Kubo: My original motivation goes back to the powerful emotions I felt watching Re:Volt 2022. This feeling hasn’t changed since I joined, and I still want to hold another large-scale concert like that. My goal is to make RIOT MUSIC the first thing people think of when they hear Virtual Artists and VSingers.
There will be failures along the way, but I’m committed to overcoming them and turning them into successes. I hope our fans will continue to give us their unwavering support and expectations.
Noguchi: You’re the Director of RIOT MUSIC now, but I’d like for you to aim to be the Representative Director in the future. I’m excited to see the new RIOT MUSIC make its presence felt both inside and outside our group!
Kubo: I will, and I’ll make sure we shine!
Note: This article is based on an interview conducted in May 2025.
About RIOT MUSIC
RIOT MUSIC operates various music-centric projects, including the VSinger label Mugensho Record, the new music label Kigensho Records that connects different dimensions, and the VTuber support project RIONECTION. Our mission is to create content and experiences that move people’s hearts and change their lives.
・RIOT MUSIC Website: https://riot-music.com/
・RIOT MUSIC X: https://x.com/RIOTMUSIC_info/
・Mugensho Record Website: https://riot-music.com/mugensho-record/
・Kigensho Records Website: https://riot-music.com/kigensho-records/
・RIONECTION Website: https://riot-music.com/rionection/
・Audition Site: https://riot-music.com/virtualartistaudition/
