Earlier this year, we had the opportunity to talk to Clover Press publisher Hank Kanalz about their collaboration with Pixiv for two international art books. Artists in Taiwan and Artists in Korea. This was one of the efforts for the popular Japanese company to share their brand with an international audience. Another way Pixiv accomplishes this is their streaming Drawfest. A bringing together of talented artists from around the world to share their expertise and love of art.
Coming June 10th and 17th, Pixiv is partnering once again with renowned tablet maker Wacom for the 4th edition of Drawfest. Recently, we sat down with Reina Hamayoshi, Pixiv’s Senior Management of International Marketing and Branding Team. We discussed the origins of Pixiv and Drawfest and what fans can expect in this edition of the popular streaming event. So, let’s welcome Reina Hamayoshi to GVN’s Talking Comics.
GVN: Thank you so much for sharing a bit of your time, Hamayoshi-San. Before we dive head long into Pixiv and your 4th Drawfest, let us explore Pixiv’s beginnings. For those of our followers who are unfamiliar with Pixiv, please explain the concept behind the company and who the target audience was when it was created back in 2007.
The Birth of Pixiv
RH: In the era before the widespread use of social media and platforms, viewing illustrations was limited to individual artist websites. Sensing the need for a platform where one could easily explore artworks by their favorite artists, Uetani, an engineer who had once aspired to be an illustrator but gave up on the dream, developed Pixiv independently. This gave birth to Pixiv.
Initially, Pixiv focused on illustrations, aiming to be a place where “drawing becomes enjoyable.” However, it later expanded to include manga, novels, and GIF animations, shifting its concept to creating a place where creative activities become even more enjoyable. The target audience encompasses creators and fans who have a passion for creation worldwide.
Broadening the Reach of Pixiv
GVN: Recently, with that goal in mind, Pixiv has increased their outreach to different countries and has partnered with several publishers to expand international public awareness of your brand with books like Artists in Taiwan and Artists in Korea. Was this the plan from the outset or has this been a natural evolution due to the popularity of Pixiv?
RH: This is one of the plans to broaden awareness of the Pixiv brand not only in Japan but also worldwide. While Pixiv is a service utilized by creators and fans from around the world, being developed and operated by a Japanese company meant that until 2020, most of the initiatives were focused on the Japanese market.
In 2020, my team was established as a specialized international projects team, comprising members of various nationalities. Each member is responsible for their respective regions, brainstorming strategies to strengthen the Pixiv brand in those regions’ areas. We engage in alliances with local creators and companies, participate in relevant events, and implement initiatives to enhance the brand presence and attract new creators from those regions to join Pixiv. Our goal is to actively expand the Pixiv brand beyond borders.
The Creation of Drawfest
GVN: You are preparing for your 4th Drawfest on June 10th and 17th, a streaming drawing and
educational event that brings together an international audience of creators and fans alike. Back when
you launched your initial Drawfest back in May of 2021, did you expect it to be as successful as
it turned out to be?
RH: I never imagined that the event would attract so many participants. When our team was established and we began engaging with creators and companies from different regions, I embarrassingly realized that Pixiv is still relatively unknown. This made me realize the importance of creating connections with creators who haven’t had much exposure to Pixiv before. That’s why we decided to plan Drawfest, an event that can be enjoyed from anywhere in the world and implement streaming projects targeting international creators. We wanted to provide an opportunity for everyone, regardless of their location, to join in.
Partnering with Wacom
GVN: You have partnered with Wacom for Drawfest since the beginning. What have been the benefits of that partnership, and did they readily agree to participate at first or did you have to sell them on the idea? (With this being the 4th Drawfest, it has obviously been beneficial for both)
RH: Wacom is the most widely used pen tablet manufacturer in the world. As a brand that already has connections with creators worldwide, we believed that partnering with them would help spread the information about Drawfest to our target audience. Additionally, Wacom regularly hosts streaming events for creators, and we thought that their involvement would enhance the trust and anticipation for the event.
For the first edition, we proposed the concept and ideas to Wacom and sought their agreement to participate as partners. However, we had felt a positive response from both sides during the initial event, so the subsequent collaborations and proposals progressed smoothly.
Presentations for the 4th Drawfest
GVN: Well, it is a very natural partnership. Especially since so many creators make use of the Wacom brand of tablets. So, for this 4th edition of Drawfest, what are some of the presentations being planned and the
participants who will be sharing their talents for the event.
RH: We’ve prepared three programs for our audience this time. The first program features OMOCAT, the creator behind the indie game OMORI. We’ll trace the journey from the idea, design, production, to the birth of OMORI and create a fantastical world (stage) called the Head Space together with OMOCAT and the viewers.
The second program showcases KawaiiSensei, who gained popularity through sharing art recipe videos on social media. This program focuses on composition and figure drawing, providing detailed insights on key points to consider during the sketching phase.
The third program involves illustrator Ogipote. Together with Ogipote and the viewers, we’ll create fan art for the Vtuber, Ironmouse. You’ll learn the secrets of dynamic anime coloring techniques using shading and effects, as well as how to incorporate storytelling elements into your illustrations. The programs are structured to emphasize the process of generating ideas, learning composition and figure drawing fundamentals, and finishing with coloring and effects.
Future Projects
GVN: Thank you so much Hamayoshi-San for sharing your time and telling us about Pixiv and Drawfest. Before I let you go, please share with our readers some of the projects you have coming to continue your desire to expand artistic creativity and its availability to a wider audience.
RH: We are currently working on a project to sell printed works using unstaffed printing terminals installed in convenience stores and train stations, but it is currently limited to Japan, Taiwan, and South Korea. The existing terminals did not provide any financial compensation to creators when their works were printed. With our fan community service, PixivFANBOX, we aim to establish a system where creators receive royalties based on the number of prints.
We conducted test sales about 3-4 times in the mentioned regions, and the response exceeded our expectations. If we can expand this project, it will enable artists and fans in different regions to receive merchandise in real-time without the need for inventory risks, while creators can generate revenue. Currently, it is limited to the mentioned regions, but if we found suitable partners, we would like to implement similar projects in the United States and other regions as well.
Proudest Accomplishment
GVN: I know I said I was letting you go, but as you talked about what the future holds, I thought of one last question. You have been part of Pixiv since 2008 in several different positions. When it comes to the work you’ve done, what would you say is your proudest achievement thus far?
RH: This year marks the 15th anniversary since Pixiv was launched. I have been involved with Pixiv since its early days, serving as the first HR representative. In that role, I successfully recruited over 100 employees, and just three months after joining in 2009, I organized Pixiv’s first-ever exhibition event. It was during that event that witnessed the real connection between the web platform of Pixiv and the creators who utilize it. Since then, Pixiv has been actively hosting real-life events and meetups with creators. Despite being a web-based service, we prioritize fostering interactions with creators and creating opportunities to collaborate on events together. Being the one who opened that door initially and seeing the entire company recognize its significance is something I take great pride in. It’s one of my most cherished accomplishments.
Pixiv’s 4th Drawfest, sponsored by Wacom will stream on June 10th and June 17th. You can find out more information on their website: Drawfest4 (pixiv.net)
Senior Writer at GeekVibesNation – I am a 50 something child of the 70’s who admits to being a Star Trek/Star Wars/Comic Book junkie who once dove head first over a cliff (Ok, it was a small hill) to try to rescue his Fantastic Four comic from a watery grave. I am married to a lovely woman who is as crazy as I am and the proud parent of a 18 year old boy with autism. My wife and son are my real heroes.