On November 21, the content creator will release his manga “Instinct”, published by Michel Lafon. An announcement accompanied by a major communications plan.
A month and a half later Kaizen, his documentary on his ascent of Everest which has 37 million views on YouTube and over 340,000 cinema admissions, the Inoxtag content creator has set himself a new challenge: to conquer the best-seller list in bookshops. On November 21, the teen idol will be releasing the first volume of a manga he co-wrote, Instinct, with Michel Lafon.
“People keep asking me what my next project will be after Kaizen, well, it was right in front of your eyes”.reveals Inoxtag in a video shot in Japan and posted on YouTube on Saturday. Plates from this manga had in fact been inserted into the documentary. The effect of the video was immediate: collector’s versions of Instinct, on sale on a dedicated website, are already sold out.
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Just as Kaizen benefited from a budget of almost 2 million eurosthe Instinct manga is accompanied by an unusual communication plan. The book benefits from a cinematic trailer worthy of the best Japanese cartoons. And with good reason: it was produced by Toro Animation Studio, whose two co-founders, Julien Cortey and Dorian Coulon, have worked on successful animated series such as Naruto, One Piece, My Hero Academia… A collection of Instinct clothing will also be released by Celio, a brand accustomed to partnerships with major manga licenses.
The youtuber has been working on Instinct for almost two years with cartoonist Charles Compain, who delivered over 200 pages for this first volume. Inoxtag also benefited from the advice of French manga author Tony Valente, credited as “script doctor”. Instinct is not about Everest or the youtuber’s daily life, but tells a science-fiction story.
The book will be published by Michel Lafon. Although not one of France’s leading manga publishers, Michel Lafon is used to publishing books by content creators. In 2016, the publisher entered into a partnership with the Webedia groupwhich acts as agent for many of these YouTube, Instagram and Twitch talents. The manga series Ki&Hi, by youtuber Le Rire Jaune, had exceeded one million sales between 2016 and 2021.