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Key is a Japanese visual novel studio known for making dramatic and plot-oriented titles. It was formed on July 21, 1998, as a brand under the publisher Visual Arts, and is located in Kita, Osaka.
Key's debut visual novel Kanon (1999) combined an elaborate storyline, up-to-date anime-style art, and a musical score which helped to set the mood for the game. Key's second game, Air (2000), had a similarly complex storyline to Kanon and a more thorough gameplay. Both Kanon and Air were originally produced as adult games, but this trend was broken with Key's third title Clannad (2004), released for all ages. Key has released 18 visual novels to date, the latest being Stella of The End (2022). Key has worked in the past with Interchannel and Prototype for the consumer port releases of the brand's games. Key has collaborated with P.A. Works and Aniplex to produce three original anime series: Angel Beats! (2010), Charlotte (2015), and The Day I Became a God (2020). The crossover anime series Kaginado premiered in 2021. The multimedia project Prima Doll includes an anime series that aired in 2022, and a four-volume visual novel series.
Co-founder Jun Maeda is a prominent figure in the brand, having contributed to the planning, scenario, and music composition in the majority of Key's visual novels. Na-Ga, Key's main artist, mainly worked with background art in earlier games, but with Key's sixth game Little Busters! (2007) was given the position of co-art director with former Key artist Itaru Hinoue. Shinji Orito, Key's main composer and another co-founder, has composed music for the majority of Key's titles.
Key has been an active participant at the Comiket convention since Comiket 57 in 1999, where they sold Kanon-related products; Key's latest appearance at Comiket was at Comiket 99 in 2021. In 2001, Visual Arts created the record label Key Sounds Label to release music albums and singles with music related to Key's visual novels. Between 2007 and 2010, Key produced an Internet radio show called Key Net Radio in regard to the brand.
Itaru Hinoue, who had previously worked at Visual Arts once before, introduced Key's founding members to the president of Visual Arts, Takahiro Baba.[1] Baba gave the developers the freedom they desired, and they officially transferred to Visual Arts where they formed Key on July 21, 1998. With the production of Key's debut title Kanon still in its early stages, a brand name had still not been decided on by the developers. The tentative brand name was Azurite (アズライト, Azuraito) at first, but Jun Maeda was not pleased with this and wanted a name that would capture the image of the brand. Maeda came upon the name Key when he saw it on a sign for a musical instrument store he would always pass on his way to work and instantly liked the name.[1] The name Key for the studio was ultimately decided by majority rule.[2] Key released Kanon on June 4, 1999, as an adult game,[3] though the scenes containing adult content were kept to a minimum. This gave the player more of a focus on the characters' stories and on the visuals and music, especially for a visual novel at the time of its release. A year later, on September 8, 2000, Key released their second game Air, which was also an adult game and similar in storytelling to Kanon.[4]
Key's third game Clannad is a visual novel similar to Key's previous games, but contains no adult content. Clannad was meant to be released in 2002, but was delayed, leading to the game finally being released on April 28, 2004.[5] Seven months after Clannad's release, Key released their shortest game, Planetarian: The Reverie of a Little Planet, on November 29, 2004 with a rating for all ages.[6] Planetarian, in contrast to Key's past games, is a linear visual novel that does not require the user to make choices during gameplay; this is what is referred to as a kinetic novel. The brand's fifth game is Tomoyo After: It's a Wonderful Life, an adult game and spin-off of Clannad released on November 25, 2005, which expanded on the scenario of the heroine Tomoyo Sakagami from Clannad.[7] Key released their sixth game, Little Busters!, on July 27, 2007 with no adult content,[8] but released another version of the game entitled Little Busters! Ecstasy on July 25, 2008, with added adult content, story, and visuals.[9][10]
Key produced 30 episodes of an Internet radio show called Key Net Radio (Keyらじ, Key Raji) in regard to the brand between December 13, 2007[41] and August 30, 2010.[42] It was hosted by Shinji Orito and Itaru Hinoue of Key, and another woman named Chiro who works for Pekoe, another visual novel studio under Visual Arts.[42] Listeners could submit thoughts about the show and any requests they may have for the show, along with submitting questions to the host trio.[43] The broadcasts were available via download on Key's official website and were available for download on the radio show's official blog for the first nine broadcasts.[42][44] The broadcasts could also be listened to on Visual Arts' YouTube channel named Visual Channel.[45]
Comiket, short for Comic Market, is a large comic convention held twice a year in Tokyo, Japan during August and December, which are referred to as the summer and winter Comic Markets, respectively. Key has been an active participant in the convention since Comiket 57 in December 1999, where they sold Kanon-related products (as Kanon was their only release at the time); one such product was a Zippo lighter.[46] The first Air-related products Key sold at the convention were at Comiket 59 in December 2000.[47] Typical products include: postcards, telephone cards, calendars, posters, and albums.[47][48][49][50] The products Key sells at Comiket are all related to the visual novels the brand produces.[47][48][49][50]
Key's main staff members are attached to the visual novel studio, and therefore Visual Arts. One of the founding members of Key, Jun Maeda, has worked on the planning for the individual projects and was one of the main scenario writers; he has also composed music for the majority of Key's games.[58][59] Maeda stepped down as the main scenario writer after Little Busters! Ecstasy,[60] but continues to work on the music for Key's games.[61] However, Maeda designed the Angel Beats! 1st Beat visual novel and partially wrote its scenario, in addition to providing the original concept for Summer Pockets.[62] Na-Ga, Key's main artist, mainly worked with background art in earlier games, but was first given the position of co-art director with former Key artist Itaru Hinoue with Little Busters!.[8] Further computer graphics have been provided in the past by Shinory and Mochisuke, two graphic artists in Key.[63][64] Shinji Orito, another founding member and Key's main composer, has composed music for the majority of Key's games.[65][66]
According to Satoshi Todome's work, A History of Adult Games, Key's impact on the visual novel (primarily the adult game variant) world stems from before Key was formed and most of the founding members of Key worked for Tactics under Nexton.[76] Due to an influence by Leaf's visual novel To Heart released in 1997, the developers at Tactics created a simple formula for a game: a comedic first half with a heart-warming romantic middle followed by a tragic separation and finally an emotional reunion formed what is known as a "crying game" or "nakige". The main purpose of such a game is to make the player feel for the characters and make them cry due to emotional scenarios which serves to leave a bigger impact on the player after the game is over.[76] Tactics' second title One: Kagayaku Kisetsu e was created based on this formula.
After One was complete, the development team quit Tactics to form Key where they developed their first title Kanon also based upon this formula.[76] Kanon was "heavily hyped [and] had gamers impatient until its release. It was only one game released by Key so far, and yet [it] had already sent major shockwaves around the industry. And yet another game [Air], two years later, sent even more shockwaves. Air was equally hyped and well received."[77] The success of One and Kanon on Key's formula to create a "crying game" was later adopted by other visual novel developing companies which were influenced by this formula. Examples of this include: Kana: Little Sister by Digital Object, the Memories Off series by KID, D.C.: Da Capo by Circus, Snow by Studio Mebius (also under Visual Arts), and Wind: A Breath of Heart by Minori.[76]
Ryukishi07 of 07th Expansion wrote in 2004 how he was influenced by Key's works during the planning of Higurashi no Naku Koro ni.[78] Ryukishi07 played Key's games as a reference, among other visual novels, and analyzed them to figure out the reason why they were found to be so popular. He figured that the secret was due to how the stories would start with ordinary, enjoyable days, but then a sudden occurrence would happen leading the player to cry due to the shock value. He used a similar model for the basis of Higurashi but instead of leading the player to cry, Ryukishi07 wanted to scare the player with the addition of horror elements. In this way, Ryukishi07 wished to be in some way associated with Key who he described as a "masterpiece maker".[78]
Key is one of 17 brands under Visual Arts with games included in the Lycèe Trading Card Game published by Broccoli. Characters from Key's first five games through Tomoyo After were included in the first three out of four Visual Arts card sets, and characters from Little Busters! through Rewrite were featured in the fifth through seventh Visual Arts card sets.[79] There are also numerous rare promotional cards with characters from Key titles.[80] Other big-name visual novel companies included in the card game include: AliceSoft, August, Leaf, Navel, and Type-Moon.[81] 2b1af7f3a8