Sony Music will shut down its virtual YouTuber agency VEE at the end of September, citing an inability to continue the project in its current form.

In a statement published on August 31, the company clarified that all talents will still retain ownership over their characters, contents, and social media accounts. They may even join another agency if they wish. Out of all twenty-one talents affiliated with VEE, only one will cease activities as part of the shutdown: Hinahoshi Airu, who has not been active since May.

Even though they will now need to navigate the world of live streaming without a management team, many talents are optimistic about the future. Speaking directly to fans, Ameniwa Yae remarked that her online output will remain the same and other miscellanious products such as goods may actually increase in volume. For her part, Lira Kokuyou said that for as many things would change, many things would stay the same.

Neither VEE nor Sony Music had any obligation to allow their talents to continue on a freelance basis, but this is quickly becoming the norm in the industry. Earlier this year, HOLOSTARS suspended company-led activities but continued to support individual activities, while VShojo's talent first approach meant that members could leave over unpaid funds and maintain their IP. Perhaps that's the best policy for a subculture where graduation means the functional death of a character.