About the author
Fu-fu- (ふーふー) is a veteran creator who has been around since 2012. They have been involved in many events and initiatives in the otoMAD community.
Originally published in Japanese for Otomad Advent Calendar 2024. Authorized translation by Brando.
The question, “what do we get out of otoMADs?”, is not new. Of course, the answer differs between creators and viewers, and also depends on platform, genre, etc…
But I’ve been active in this community for far too long, and continue to be active in it. Therefore, I decided to write down this text as if it were my posthumous note while still being alive. I hope some people in the otoMAD community can find some meaning in it.
The Social Impact of otoMADs
For starters, let us think objectively: How much impact do otoMADs have on society?
Most people would say “otoMADs are useless” or “it’s just a bother to copyright holders.” Of course, copyright is something that should be respected, and otoMAD creators should not blindly resist when scolded by rights holders.
I forgot the basic premise of this article. To start with: I consider otoMAD authors to be “creators”, and I love otoMADs. I’ll keep writing with these premises in mind. You will understand their importance later.
The social impact of otoMAD has become clear in recent years. In fact, commercials for companies such as Nissin and McDonald’s have begun to use editing styles similar to those found in otoMAD. This is due to the time lag between when the main audience of otoMADs watches them, and when that audience enters the workforce.
These look exactly like the style of videos I used to watch in elementary and junior high school. We see this kind of influence in society because the people we called Nico addicts are out in society, working in public relations and advertising. I believe this means that otoMAD will only grow more popular in the future. Maybe it will be under a different name than “otoMAD”, but this unique style of matching dialogue to audio goes well with advertising.
That’s why I sometimes feel sad that otoMADs are so hard to understand these days, but that’s just because everyone is making what they want to, which is one of the reasons this genre is still alive. How is it that a genre that thrives on “making whatever you want” has survived this long? I believe it’s due to a certain anti-profit mentality.
If you can post, that’s good enough.
Generally, you’re not going to be able to monetize the otoMADs you post anywhere. There are all kinds of videos out there, but there is no genre that can exist without the prospect of generating revenue. As such, systems now exist to profit from content such as “Let’s Plays”, Voiceroid commentary, and song covers. However, that path is impossible for otoMADs –- in fact, you couldn’t do it even if you tried to.
In that case, what profit is gained from otoMADs? The answer is clearly “self-actualization” and “the desire for recognition”. Do these terms bring anything to mind? That’s right, they’re in Maslow’s hierarchy of needs.
Maslow’s hierarchy of needs. Source
According to this theory, the above are on the two upper levels of the pyramid. In theory, the desires fulfilled by otoMADs should not be fulfilled without first resolving your material situation.
However, if you look at the otoMAD community, some creators don’t even fulfill their basic need for sleep, or are constantly plagued by anxiety. Now, it’s hard to think that everyone is like that, but otoMAD creators fell into the field in one way or another, and there’s moments one feels some compromise in them. As I said earlier, I consider otoMAD makers to be “creators,” even if they make derivative works.
Despite that, I haven’t seen many others saying these kinds of things. I believe this is due to a sense of guilt over “using other people’s works without permission”. For that reason a lot of people start making otoMADs with the aspiration to become fully original creators. Barring some exceptions, such as composers and visual creators who have also tried their hand at making otoMADs, why do people choose this path in the first place?
They choose it because they love otoMADs, and they have no other redeeming qualities.
Well, that might be a bit harsh to say, but these are people who would have loved to create their own videos and songs and get their name out there. But, they were attracted to otoMADs, and as they had neither the time or money to invest in the required software, they ended up making otoMADs of their own. I think many people fit this pattern.
And so they make an otoMAD, get some praise or feedback and then make another one. Rinse and repeat.
What can a creator get from otoMADs like this?
Before we jump to conclusions, let’s think about it from the viewers side. I’m sure it will make things easier.
First, you learn about otoMADs. It can be through X or wherever, but in this day and age, services like YouTube Shorts or TikTok, where videos flow one after the other, are also a good way to learn about them. You learn about otoMADs and start searching for keywords and tags. This is the desire to know more. The fact that otoMADs have no strict definition is exactly why people want to learn more about it. At the very least this cycle occurs in the viewers brain.
Then, as they start memorizing phrases and recognizing materials they like, they grow more addicted to otoMADs. They comment, like and rate the videos. This is when the creators receive the feedback for their work.
Lets go back to the question of what an otoMAD creator gets from these videos. Most of the likes and comments on otoMADs are about the videos and not the creator themselves.
That’s why some genres of videos are harder to get popular with than others.
If you make a Let’s Play, you can add your own voice and reactions. If you’re singing, you express your skills and ego through the song – even Voiceroid commentary works. But with otoMAD, it doesn’t work like that. You make the material sing the lyrics, turn the sound of a guy being hit into a bass drum, and turn orgasms into harmonies. The creator’s self is never visible.
That much is obvious. They don’t believe creators need to be in the spotlight. If they could sing they would be singer. If they could play an instrument they would become musicians.
They bury their hopes and dreams and say “I just love otoMAD”. It’s fine if they don’t get anything out of it, as long as someone out there likes their work. Thinking that way they continue to make videos to this very day. After reading all of this, do viewers feel bad for the creators? Do the creators themselves feel pathetic?
I don’t. Absolutely not. It’s fine if you’re lame. It’s fine to lose. It’s fine if some advertising agency steals your style. It’s fine if other otoMAD people who have reincarnated as artists or Vocaloid producers sneer at you. It’s fine to pander gleefully to YouTubers just because they’ve interacted with otoMADs before. It’s fine to push yourself too hard on a project that earns you nothing and collapse. Because you love otoMADs.
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“BULLSHIT!!!!!!!!”
Have you ever thought about why so many people continue to do this for free? Why are artists and DTM composers willing to hand-draw entire animations or create medleys for free?
It’s because they love otoMADs, even if they haven’t realized that yet.
This community is full of people who can fill all kinds of gaps for others. That cooperative attitude is based on the idea that someone, somewhere, will watch your video and get something out of it.
It’s fine if it’s for your own sake alone. As long as someone sees your video and responds, even if it’s a bit mean, it’s all fine.
Even if the rights holder deletes it. Even if it doesn’t make any top 10 lists. As long as it’s fun, or has something that you wish to communicate, it’s fine.
That’s what I believe.