An animation work "CAROLE & TUESDAY" that tries to create a successful IP business model in the community era

"Just finished our first song!"

This is a postscript to the first post on the Instagram account under the name @carole_and_tuesday , which is also the work of "Carole and Tuesday" (キャロル＆チューズデイ-carole&tuesday- ) in which the two heroines posted creative pipeline.

In the first episode of the animation, there is no account of any follower. In real life, the number of followers has reached 120,000. Although it is not a very impressive number, in terms of starting business from zero to one, it was only in the beginning. Within three months, it has exceeded 100,000 people with 30 posts, which is a remarkable achievement.

In April 2019, this work began to be broadcast in Fuji TV's late-night animation period "+Ultra", which was officially launched by Netflix in Taiwan yesterday (August 30). "Rogue Cake Shop" was drawn by Kubouchi Yoshitaka. He is also one of my favorite cartoonists. In recent years, he has also made a very amazing performance in the joint advertising cooperation of Nissin Foods グループ.

The background of the story is set in the future 50 years after humans migrated to Mars, a society that relies heavily on artificial intelligence (AI) in civilization, and even music is created by AI. The two protagonists who dream of becoming musicians, Kylo and Tusdai, A story created together because of the dream of music.

The biggest highlight of this work is naturally the integration with social media. In addition to posting screenshots synchronized with the animation progress on Instagram, it also integrates the concept of operating virtual idols, so that every post in the future will have The characters released by the signature also faithfully convey the emotions of the characters in the writing of the text, so that fans can establish emotional connections and actively interact with the posts.

Not only that, this work also released the character albums "Kiss Me / Hold Me Now", "The Loneliest Girl" and the compilation album "Polly Jean/Not Afraid" with its competitor Angela, including CD and vinyl records, and at the same time It is also available on streaming music platforms such as the iTunes Store , Apple Music and KKBOX . The names of these albums are actually the opening songs, ending songs and episodes in the works. It can be said that the operation strategy of the complete commercial IP has been included at the same time as the works are shown.

Through successful community operations and high-level content quality, "Kylo and Tussaud" directed by well-known animation director and music supervisor Shinichiro Watanabe has undoubtedly established a successful model for the marketing of a new generation of animation works, as a Japanese animation. The 20th anniversary of the production company BONES and the 10th anniversary of the music production company Flying DOG is not an exaggeration to say that the two companies performed together in a dream, and it is a wonderful case worth studying in the transformation of the industry.

"Carole and Tuesday" (キャロル & チューズデイ, CAROLE & TUESDAY)
https://www.netflix.com/title/80992137

Official website: caroleandtuesday.com
Instagram: @carole_and_tuesday
Twitter: @carole_tuesday