Beckii Cruel
Beckii Cruel in Rome, April 2015
Beckii Cruel in Rome, April 2015
Background information
Birth nameRebecca Anne Flint[1][2]
Also known asBeckii Cruel
Born (1995-06-05) 5 June 1995
Blackpool, Lancashire, England, UK
OriginRamsey, Isle of Man[2]
Genres
Occupation(s)
Instrument(s)Vocals
Years active2007–present
LabelsTokuma Japan Communications
Formerly ofCruel Angels
Websitesaintrebecca.com
YouTube information
Channel
Years active2007–present
Genres
Subscribers115 thousand[3]
Total views3,593,215[3]
100,000 subscribers
Last updated: 23 June 2021

Rebecca Anne Flint (born 5 June 1995), better known by her stage name Beckii Cruel, is a British YouTuber, marketing entrepreneur, and former singer. Early in her career, Flint became known for her cover dance videos on YouTube, which has reached reached 20 million upload views and over 100,000 subscribers.[1] In 2010, one of Flint's cover dance videos went viral in Japan, and, at one point, she was the 17th most subscribed user in the country.[2] This led to a brief idol career in Japan, where Flint released her debut single, "Tsubasa o Kudasai", and had a girl group called Cruel Angels built around her image.

Flint later transitioned her video content to focus on fashion. In 2016, Flint began focusing on online marketing. In March 2019, she co-founded Pepper Studio, an influencer marketing agency in London.

Early life

Flint was born in Blackpool, Lancashire, England, the daughter of a police inspector and a former dance instructor.[2] She also has an older brother named Ryan.[2] She moved with her family at the age of 2 to Ramsey on the Isle of Man, where she attended Ramsey Grammar School.[1] She became interested in anime and manga at the age of 11, when she first started reading Fruits Basket.[2]

Career

2009–2010: Early YouTube career and Japanese debut

On 22 July 2007, Flint began a YouTube channel under the name "xBextahx", from a nickname she had when she was younger.[4] On 15 April 2009, she posted a cover dance video of herself dancing to "Danjo", a song by Taro that was turned into an Internet meme in Japan. Her video was uploaded to Nico Nico Douga,[2] where it went viral, and she started receiving offers to perform in Japan.[5] In August 2009, she signed onto the talent agency Life Is So Cruel.[1] A Japanese producer suggested the stage name "Beckii Cruel" for her,[6] through a combination of one of her nicknames and Life Is So Cruel.[7] After flying to Japan, she first performed as a dancer in the finale of Animelo Summer Live 2009.[8] Later, she performed with Taro at the Akihabara Entertainment Festival.[1][9]

For her Japanese activities, Flint would travel to Japan during school holidays.[8] Initially, she was asked to dance, but she was later asked to sing in her performances as well.[5] Although Flint had experience in dancing, having taken ballet since she was 4 years old,[6] she underwent vocal training and sought advice from David Holland, an agent who also worked with Samantha Barks.[1] In October 2009, a girl group called Cruel Angels was put together, recruiting 18-year-old French college student, known by her stage name Sarah Cruel, from Lyons, and a student from Portsmouth known by her stage name as Gemma Cruel.[10][2] Cruel Angels were signed onto Tokuma Japan Communications, where they released their first single, "Tsubasa o Kudasai" (翼をください), on 10 February 2010.[11]

Flint appeared in an online campaign for Lotte Fit's in November 2009.[12][13] On 4 November 2009, Flint herself released two songs on two different albums, titled "No, Upper Matsuri" (の、アッパー祭, No, Appā Matsuri) and "No, Ballad Matsuri" (の、バラード祭, No, Barādo Matsuri) as part of the "No, Matsuri" (の、祭り) CD series which features other singers popular from the Japanese Nico Nico Douga community.[4] On 9 December, she released her first idol DVD, titled This is Beckii Cruel!.[14] It debuted at number 8 on Japan's DVD charts.[2]

By 2010, Flint became the 17th most subscribed user on YouTube in Japan.[5] On 6 January 2010, she made her first appearance on Japanese television on the variety show Jinrui Akiramekaketeita Yume.[15] Manga artist Hideo Nishimoto also included a cameo appearance of Flint in his manga series Mou, Shimasen Kara .[16][17] In March 2010, Flint made her runway modeling debut when she made a guest appearance at the 10th Tokyo Girls Collection.[18] On 29 April 2010, Flint released her first photo book, All About Beckii.[9] Flint also danced and modeled for promotional events and campaigns for the Japanese theatrical releases of Pretty Cure All Stars DX2: Light of Hope - Protect the Rainbow Jewel![19] and Wild Child.[20]

On 12 August 2010, BBC Three premiered a documentary about Flint, titled Beckii: Schoolgirl Superstar at 14.[21] In September 2010, Flint stated that, while still signed with Life Is So Cruel, she was no longer affiliated with the Cruel Angels or with the Cruel Angels Project, citing a disagreement with her management on building a girl group based on her image.[22] In November 2010, Flint collaborated with Eigo-mimi to produce English conversation learning materials published by ASCII Media Works.[23] Two books, English Listening with Beckii Cruel: Conversations with Friends and English Listening with Beckii Cruel: Conversations at Work, were both released with accompanying DVDs on 24 December 2010.[24]

2011–2015: Independent music releases and transition into fashion

Flint performing at the Brighton Japan Festival and Matsuri in 2012

On 24 October 2011, Flint released "You Can't Kiss Me", her first single in the United Kingdom,[25] on digital platforms, which she also performed at MCM Expo on 29–30 October of the same year.[26] In 2012, she performed at Hyper Japan[27] and Brighton Japan Festival and Matsuri.

On 28 April 2013, Flint was featured on Area 11's single "Shi No Barado."[28] On 15 August 2013, Flint released "Future Fantasy", her first Japanese song in 3 years.[29] In addition, she filmed and posted a self-made documentary titled Beckii Cruel: Independent Idol on her YouTube channel detailing her experience working on the song.[29]

Since 2014, Flint also made appearances at Summer in the City.[30] Flint's later video content transitioned into fashion and beauty,[31] as well as vlogging.[5] She stated that she had been inspired to focus on both Japanese and Western fashion trends based on her experience being styled for photo shoots during her idol career in Japan, particularly being in a Liz Lisa shop.[5] Flint launched a clothing line called "Bcky Couture" in 2014. On 28 September 2014, she made a guest appearance at Moshi Moshi Nippon Festival 2014 as a model.[32]

On 17 May 2015, she collaborated with artist Jeremy Boydell to release a clothing line called "Bcky × SlimGiltSoul."[33] She appeared as a guest at Bandai Namco's panel at the 2015 Tokyo Game Show.[34]

2016–present: Pepper Studio and other business ventures

In May 2016, Flint became a kawaii reporter for the television program NHK World Kawaii International on NHK World.[35] Through an interview with BuzzFeed Japan, she also stated that she was no longer active in Japan, nor is she producing content in Japanese due to her lack of fluency in the language.[35] Some of the reasons that she cited for her retirement from the idol industry included unfair contracts and because she had no interest in relocating to Japan.[5][8] In addition, she stated that she was no longer performing as a singer due to anxiety.[31]

After moving to London, in December 2016, Flint became the creator community manager for the marketing company Social Circle and also appeared at Summer in the City as a representative.[36][37] In December 2017, she gave evidence to the House of Lords Select Committee on Communications for their inquiry into the advertising industry.[38]

She has acted as a judge for the Social Media Marketing Awards in 2018 and 2019,[39] as well as for the Influencer Marketing Awards in 2021.[40]

In March 2019, Flint co-founded Pepper Studio, an influencer marketing agency in London.[8] Representing Pepper Studio, Flint has spoken to the media and at events about influencer marketing, including The Drum,[41] Moneybox Live,[42] The Today Programme, and The World Tonight[43] on BBC Radio 4, and Sky News.[44] She has spoken at events including Social Day[45] and Digital Woman,[46]

In 2021, Flint was a recipient of Forbes 30 Under 30 Europe: Media & Marketing[47] and appeared on the "How to earn a living on social media" episode of The Media Show on BBC News and BBC Radio 4.[48]

Public image

In Japan, Flint was given the media nickname "impossibly cute" (かわいいにもほどがある).[23] Flint cites one of her dance inspirations as Kozue Aikawa.[6] From a young age, she was also inspired by Japanese fashion trends from magazines such as Popteen and Seventeen.[6] While she took lessons in Japanese,[6] she is not fluent in the language.[5][8][35]

Discography

Singles

As lead artist

Year Title Peak chart positions Album
JP
[49]		 UK
2010 "Tsubasa o Kudasai" (翼をください)
(Beckii Cruel feat. Cruel Angels)		 84 — Non-album single
2011 "You Can't Kiss Me" — — Non-album single
2013 "Future Fantasy" — — Non-album single
"—" denotes single that did not chart or was not released.
Year Title Peak chart positions Album
UK
[50]
2013 "Shi No Barado"
(Area 11 feat. Beckii Cruel)		 115 All the Lights in the Sky
"—" denotes single that did not chart or was not released.

Videography

Solo DVDs

List of solo DVDs, with selected chart positions, sales figures and certifications
Title Year Details Peak chart positions Sales
JPN
[51]
This is Beckii Cruel 2010 54 —
"—" denotes releases that did not chart or were not released in that region.

Television

Year Title Role Network Notes
2009 Beckii Cruel: Schoolgirl Superstar at 14 Herself BBC Three Documentary[21]
2016 NHK World Kawaii International Herself NHK World Kawaii leader

Publications

Photobooks

Year Title Publisher ISBN
2010 Beckii Cruel Photo Book: All About Beckii (ベッキー・クルーエルPHOTO BOOK「まるごとベッキー」)[9] Wani Books ISBN 978-4-84-704262-1

Textbooks

Year Title Publisher ISBN
2010 English Listening with Beckii Cruel: Conversations with Friends (ベッキー・クルーエルde英語耳　友だちとの会話編)[23] ASCII Media Works ISBN 978-4-04-870092-4
2010 English Listening with Beckii Cruel: Conversations at Work (ベッキー・クルーエルde英語耳　仕事での会話編』)[23] ASCII Media Works ISBN 978-4-04-870093-1

References

  1. 1 2 3 4 5 6 Williamson, Sam (10 December 2009). "Ramsey teenager is Japanese pop icon". Isle of Man Today. Archived from the original on 10 February 2010. Retrieved 7 February 2010.
  2. 1 2 3 4 5 6 7 8 9 Gallagher, Paul (7 February 2010). "Isle of Man schoolgirl becomes an anime star in Japan". The Guardian. Archived from the original on 9 February 2010. Retrieved 24 August 2015.
  3. 1 2 "About xBextahx". YouTube.
  4. 1 2 「かわいすぎる」ベッキーさんの素顔－ディス・イズ・ベッキー・クルーエル！！（インタビュー編）. DHE Corp (in Japanese). 9 December 2009. Archived from the original on 17 August 2015. Retrieved 24 August 2015.
  5. 1 2 3 4 5 6 7 Orsini, Lauren (15 July 2016). "Up Close With Beckii Cruel, YouTube's Original Superstar". Forbes. Archived from the original on 15 July 2023. Retrieved 14 July 2023.
  6. 1 2 3 4 5 "After school tea time with Beckii Cruel". Otaku News. 8 June 2011. Archived from the original on 30 May 2023. Retrieved 16 July 2023.
  7. ↑ "ベッキー・クルーエル、"クルーエル"は苗字じゃなかった！なら何だ？" ["Cruel" isn't Beckii Cruel's last name! Then, what is it?]. Barks (in Japanese). 22 December 2009. Archived from the original on 30 September 2022. Retrieved 16 July 2023.
  8. 1 2 3 4 5 "Remember When Beckii Cruel Went Viral In Japan?". The Comm. 4 April 2021. Archived from the original on 17 April 2023. Retrieved 16 July 2023.
  9. 1 2 3 "ベッキー・クルーエルは、やっぱり"可愛いにもほどがある"だった!!" [Beckii Cruel was, as expected, "impossibly cute!!"]. ASCII Media Works (in Japanese). 30 April 2010. Archived from the original on 10 August 2022. Retrieved 16 July 2023.
  10. ↑ Loo, Egan (18 December 2009). "British Anime Net Dancer Beckii Cruel Forms Girl Band". Anime News Network. Archived from the original on 16 March 2010. Retrieved 7 February 2010.
  11. ↑ "ベッキー・クルーエル – 徳間ジャパンコミュニケーションズ". Tokuma Japan Communications (in Japanese). Archived from the original on 10 January 2010.
  12. ↑ "ベッキー・クルーエルが、佐々木希の"噛むとフニャン♪"ダンス映像を公開". Barks. 5 November 2009. Archived from the original on 12 January 2019. Retrieved 11 January 2019.
  13. ↑ "お口の恋人 ロッテ｜ガム｜フィッツ｜Fit's ダンスコンテスト with YouTube Season2｜動画一覧｜ベッキークルーエル × Fit's". Lotte (in Japanese). Archived from the original on 8 November 2009.
  14. ↑ "British Anime Net Dancer Beckii Cruel Gets DVD in Japan". Anime News Network. 13 October 2009. Archived from the original on 26 January 2010. Retrieved 24 August 2015.
  15. ↑ ""可愛いにもほどがある!"英ネットアイドルのベッキー・クルーエルが初のテレビ出演!" ["She has so much cuteness!" British net idol Beckii Cruel makes her first television appearance!]. Oricon (in Japanese). 5 January 2010. Archived from the original on 10 July 2023. Retrieved 10 July 2023.
  16. ↑ "「可愛いにもほどがある」ベッキー・クルーエルがマンガに登場！" ["Impossibly cute" Beckii Cruel appears in manga!]. CDJournal (in Japanese). 6 January 2010. Archived from the original on 20 December 2016. Retrieved 14 July 2023.
  17. ↑ "可愛すぎると話題の美少女ベッキーがマンガに初登場" [Beckii Cruel, who has become a hot topic for being "too cute", makes first appearance in a manga]. Natalie (in Japanese). 6 January 2010. Retrieved 14 July 2023.
  18. ↑ "英少女ベッキー・クルーエルが東京ガールズコレクション出演" [British girl Beckii Cruel appears at the Tokyo Girls Collection]. Sankei Sports (in Japanese). 6 March 2010. Archived from the original on 29 November 2010. Retrieved 10 July 2023.
  19. ↑ "芸能活動も楽しいけど・・・ ベッキー・クルーエル、将来の夢は 「国語の先生」" [Entertainment activities are fun, but... Beckii Cruel dreams of being a "language teacher" in the future]. Oricon (in Japanese). 18 February 2010. Archived from the original on 15 July 2023. Retrieved 14 July 2023.
  20. ↑ Saito, Takashi (26 May 2010). "ベッキー・クルーエル『新曲ダンス撮影に独占密着！普段とは全く違う制服姿を披露』". Oricon (in Japanese). Archived from the original on 6 September 2010. Retrieved 14 July 2023.
  21. 1 2 "Beckii: Schoolgirl Superstar at 14". BBC News. 13 August 2010. Archived from the original on 14 August 2010. Retrieved 24 August 2015.
  22. ↑ "Why'd you leave Cruel Angels? I mean Cruel is your name so does that mean all teh other girls have to get rid of it?". Formspring.me. Archived from the original on 5 April 2011. Retrieved 24 August 2015.
  23. 1 2 3 4 Kudo, Yuichi (24 November 2010). "「かわいいにもほどがある」ベッキーと『英語耳』夢のコラボ!!" [A dream collaboration with the "impossibly cute" Beckii and Eigo-mimi!!]. ASCII Media Works (in Japanese). Archived from the original on 5 June 2023. Retrieved 14 July 2023.
  24. ↑ Kudo, Yuichi (24 December 2010). "画期的なDVD教材『ベッキー・クルーエルde英語耳』撮影秘話" [Behind-the-scenes with ground-breaking DVD material English Listening with Beckii Cruel]. ASCII Media Works (in Japanese). Archived from the original on 1 June 2023. Retrieved 14 July 2023.
  25. ↑ Vannin, Ellen (19 October 2011). "Beckii Cruel: Manx schoolgirl to release UK single". BBC. Archived from the original on 12 April 2021. Retrieved 14 July 2023.
  26. ↑ Osmond, Andrew (16 September 2011). "Beckii Cruel Performs New Single at October MCM Expo". Anime News Network. Archived from the original on 9 December 2022. Retrieved 14 July 2023.
  27. ↑ Osmond, Andrew (4 February 2012). "Beckii Cruel to Appear at Hyper Japan". Anime News Network. Archived from the original on 24 October 2019. Retrieved 14 July 2023.
  28. ↑ "Shi No Barado - EP". Apple Music. 28 April 2013. Archived from the original on 16 July 2023. Retrieved 16 July 2023.
  29. 1 2 "New Beckii Cruel documentary and single". J-pop Go. 15 August 2013. Archived from the original on 17 January 2021. Retrieved 14 July 2023.
  30. ↑ Ellis-Peterson, Hannah (8 August 2014). "YouTube's young celebrities shine at biggest ever UK convention". The Guardian. Archived from the original on 31 July 2021. Retrieved 14 July 2023.
  31. 1 2 De Gallier, Thea (27 July 2016). "Meet the British girl who grew up as a Japanese idol". Dazed. Archived from the original on 31 May 2023. Retrieved 14 July 2023.
  32. ↑ "MOSHI MOSHI NIPPON FESTIVAL 2014 - FREE entrance for non-Japanese citizens!". Moshi Moshi Nippon. Archived from the original on 25 September 2021. Retrieved 16 July 2023.
  33. ↑ Fitzgerald, Clare (17 May 2015). "Beckii Cruel Launches New Fashion Collection". TenEighty. Archived from the original on 19 May 2015. Retrieved 14 July 2023.
  34. ↑ Kissa, Bando (19 September 2015). "あのベッキー・クルーエルも登場！ "BANDAI NAMCO Entertainment SPECIAL STAGE"リポート【TGS2015】" [Beckii Cruel makes an appearance! "Bandai Namco Entertainment Special Stage" Report (Tokyo Game Show 2015)]. Famitsu. Archived from the original on 22 April 2016. Retrieved 14 July 2023.
  35. 1 2 3 Abe, Keijiro (16 May 2016). "ベッキー・クルーエルさんの近況" [Beckii Cruel's current situation]. BuzzFeed Japan (in Japanese). Archived from the original on 26 June 2022. Retrieved 14 July 2023.
  36. ↑ "Coffee Qs: Beckii Cruel, Creator Community Manager, Social Circle". PerformanceIn. 4 December 2017. Archived from the original on 30 May 2023. Retrieved 14 July 2023.
  37. ↑ Fitzgerald, Clare (18 May 2018). "TenEighty Meets: Beckii Cruel". TenEighty. Archived from the original on 13 April 2021. Retrieved 14 July 2023.
  38. ↑ "Oral evidence - The advertising industry - 5 Dec 2017". data.parliament.uk. Archived from the original on 27 October 2020. Retrieved 26 April 2021.
  39. ↑ "Judges". Social Media Marketing Awards 2019. Archived from the original on 23 October 2020. Retrieved 21 October 2020.
  40. ↑ Fear-Smith, Neve (3 March 2021). "Influencer Marketing Awards 2021: Introducing Our Judges". [Talking Influence]. Archived from the original on 26 April 2021. Retrieved 26 April 2021.
  41. ↑ "YouTuber Beckii Flint: 'Instagram's the only place I'm looking at seriously'". The Drum. Archived from the original on 1 March 2021. Retrieved 21 October 2020.
  42. ↑ "Money Box - MBL: How to make money from social media - BBC Sounds". www.bbc.co.uk. Archived from the original on 23 October 2020. Retrieved 21 October 2020.
  43. ↑ "The World Tonight - Pubs and restaurants across central Scotland to close for 16 days - BBC Sounds". www.bbc.co.uk. Archived from the original on 1 November 2020. Retrieved 21 October 2020.
  44. ↑ "PEPPER STUDIO (@pepperstudio.hq) posted on Instagram: ""The industry has been plagued with accusations of unfair pay and discrimination prompting workers to set up the Creator Union to represent..." • Sep 30, 2020 at 2:59pm UTC". Instagram. Archived from the original on 25 December 2021. Retrieved 21 October 2020.
  45. ↑ "Test and Learn: Using Influencers for Market Research – Social Day – Social Media Event London". Archived from the original on 22 October 2020. Retrieved 21 October 2020.
  46. ↑ "Members Newsletter Issue 4". Digital Women. Archived from the original on 23 October 2020. Retrieved 21 October 2020.
  47. ↑ "Forbes 30 Under 30 Europe 2021: Media & Marketing". www.forbes.com. Archived from the original on 28 April 2021. Retrieved 26 April 2021.
  48. ↑ "BBC Radio 4 - the Media Show, How to earn a living on social media". BBC. Archived from the original on 18 August 2021. Retrieved 22 September 2021.
  49. ↑ "翼をください". Oricon (in Japanese). Archived from the original on 16 February 2019. Retrieved 15 February 2019.
  50. ↑ "CHART: CLUK Update 11.05.2013 (wk18)". zobbel.de. Archived from the original on 11 August 2017. Retrieved 26 November 2013.
  51. ↑ "「ディス イズ ベッキー クルーエル」 ベッキー・クルーエル│オリコン芸能人事典-ORICON STYLE". Oricon.co.jp. Archived from the original on 7 December 2013. Retrieved 24 August 2015.
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