Beckii Cruel

Early life

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

Career

2009–2010: Early YouTube career and Japanese debut

On 22 July 2007, Flint created a YouTube channel under the name "xBextahx", from a nickname she had when she was younger. The first video she posted on the channel was a cover dance of "Hare Hare Yukai". On 15 April 2009, she posted a cover dance video of herself dancing to "", a song by that was turned into an Internet meme in Japan. Her video was uploaded to Nico Nico Douga, where it went viral, and she started receiving offers to perform in Japan. In August 2009, she signed onto the talent agency Life Is So Cruel. Life Is So Cruel suggested Flint to use a stage name to distinguish herself from Japanese television personality Becky, and Flint declined to use her last name. A Japanese producer suggested the stage name "Beckii Cruel" for her, through a combination of one of her nicknames and Life Is So Cruel. Another stage name suggested for her was "Beckii Angel", as the agency was in process of creating the girl group Cruel Angels, but Flint decided the stage name "Beckii Cruel" sounded "cool." After flying to Japan, she first performed as a dancer in the finale of Animelo Summer Live 2009. Later, she performed with Taro at the Akihabara Entertainment Festival.

For her Japanese activities, Flint would travel to Japan during school holidays, and she would live stream every Saturday on Nico Nico Douga. Initially, she was brought onto Life Is So Cruel to dance at events, but the management then planned on having her pursue a music career. Although Flint had experience in dancing, having taken ballet since she was 4 years old, she underwent vocal training and sought advice from David Holland, an agent who also worked with Samantha Barks.

Flint appeared in an online campaign for Lotte Fit's in November 2009. On 4 November 2009, Flint made her music debut with the release of the two compilation albums No, Ballad Matsuri and No, Upper Matsuri, as part of the No, Matsuri CD series that featured other singers from the Japanese Nico Nico Douga community. No, Ballad Matsuri included the song "Tōi Sora Kumo o Kuguri" and No, Upper Matsuri included the song "Danjo"; both songs were duets with Taro, and Flint herself contributed English lyrics to "Tōi Sora Kumo o Kuguri." On 9 December, she released her first idol DVD, titled This is Beckii Cruel!. It debuted at number 8 on Japan's DVD charts.

By 2010, Flint became the 17th most subscribed user on YouTube in Japan. On 6 January 2010, she made her first appearance on Japanese television on the variety show Jinrui Akiramekaketeita Yume. On 31 January 2010, Flint released a digital single titled "Just Wanna Have Some Fun", with "Tokyo Love" as its b-side. In March 2010, Flint made her runway modeling debut when she made a guest appearance at the 10th Tokyo Girls Collection. On 29 April 2010, Flint released her first photo book, All About Beckii. 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! and Wild Child.

On 12 August 2010, BBC Three premiered a documentary about Flint, titled Beckii: Schoolgirl Superstar at 14. In November 2010, Flint collaborated with Eigo-mimi to produce English conversation learning materials published by ASCII Media Works. 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. The DVD for Conversations with Friends included a full-length music video of "Just Wanna Have Some Fun", while the DVD for Conversations at Work included a full-length music video of "Tokyo Love." On 25 December 2010, Flint presented a 15-minute short programme on "Tinsel Takeover", a radio segment on BBC Radio 1.

Cruel Angels

In October 2009, Flint was announced to be a member of Cruel Angels, an international girl group formed by Life Is So Cruel. At the time of the announcement, Cruel Angels consisted of Flint, 18-year-old college student Sarah Cruel from Lyons, and 16-year-old Gemma Cruel from Portsmouth. Flint released a cover of "Tsubasa o Kudasai" with the Cruel Angels as featured artists through the label Tokuma Japan Communications on 10 February 2010. In September 2010, Flint confirmed on Formspring that she withdrew from Cruel Angels and Cruel Angels Project, citing a disagreement with her management in being promoted as a member of Cruel Angels instead of a soloist.

2011–2013: Independent music career

In 2011, Flint's parents pulled her out of her contract with Life Is So Cruel. She announced her departure from the agency on August 6, 2011 through a Nico Nico Douga live stream. 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.

On 24 October 2011, Flint released "You Can't Kiss Me", her first single in the United Kingdom, on digital platforms, which she also performed at MCM Expo on 29–30 October of the same year. The song was produced by Tom Nichols and charted at no. 8 on the Music Week Dance Charts. In 2012, Flint performed at Hyper Japan and Brighton Japan Festival and Matsuri.

In May 2012, Flint and her friend Camille Cora produced their own idol group, Oishii! Ichigo, which consisted of international YouTubers making song and dance covers of J-pop songs. In the same month, Flint and Cora also produced the idol group Oishii! Mini Cherries, grouping them as the musical collective Oishii! Project. Flint created the group's outfits, and Oishii! Ichigo released their first extended play, Gametime, in December 2012.

On 28 April 2013, Flint was featured on Area 11's single "Shi No Barado." On 15 August 2013, Flint released "Future Fantasy", her first Japanese song in 3 years. 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.

2014–2016: Later YouTube content, focus on fashion, and Bcky Couture

Flint's later video content transitioned into fashion and beauty, as well as vlogging. 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. On 14 April 2014, Flint launched a clothing line called Bcky Couture, with clothes handmade by herself. Since 2014, she has also made appearances at Summer in the City. On 28 September 2014, she made a guest appearance at Moshi Moshi Nippon Festival 2014 as a model.

On 17 May 2015, she collaborated with artist Jeremy Boydell to release a clothing line called "Bcky × SlimGiltSoul." She appeared as a guest at Bandai Namco's panel at the 2015 Tokyo Game Show. In May 2016, Flint became a ja reporter for the television program NHK World Kawaii International on NHK World. In the same month, she stated through an interview with BuzzFeed Japan that she was no longer active in Japan, nor is she producing content in Japanese due to her lack of fluency in the language. In addition, she confirmed in an interview with Dazed that she was no longer performing as a singer due to anxiety.

2016–present: Pepper Studio and other business ventures

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. In December 2017, she gave evidence to the House of Lords Select Committee on Communications for their inquiry into the advertising industry.

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

In March 2019, Flint co-founded Pepper Studio, an influencer marketing agency in London. Representing Pepper Studio, Flint has spoken to the media and at events about influencer marketing, including The Drum, Moneybox Live, The Today Programme, and The World Tonight. She has spoken at events including Social Day and Digital Woman.

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

Public image

In Japan, Flint became an example of a net idol and was given the media nickname "impossibly cute". Flint cites one of her dance inspirations as . From a young age, she was also inspired by Japanese fashion trends from magazines such as Popteen and Seventeen. While she took lessons in Japanese, she is not fluent in the language. Manga artist also included a cameo appearance of Flint in his manga series * *.

Discography

Singles

As lead artist

As featured artist

Videography

Solo DVDs

Television

Publications

Photobooks

Textbooks

References

References

1. Williamson, Sam. (10 December 2009). "Ramsey teenager is Japanese pop icon". Isle of Man Today.
2. Gallagher, Paul. (7 February 2010). "Isle of Man schoolgirl becomes an anime star in Japan". [[The Guardian]].
3. link. DHE Corp. (9 December 2009)
4. (2009-09-05). "この可愛さは反則 マン島のベッキーを独占取材！". [[ASCII Media Works]].
5. Flint, Rebecca. (2010-11-20). "Real-Life Stories: I Became an Internet Sensation". [[BBC]].
6. People Are Deep. (2025-02-22). "Life as a Japanese Child Star: Beckii Cruel".
7. (2011-06-08). "After school tea time with Beckii Cruel". Otaku News.
8. (2009-12-22). "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？". Barks.
9. (2021-04-04). "Remember When Beckii Cruel Went Viral In Japan?". The Comm.
10. "Cruel Music". Life Is So Cruel.
11. (5 November 2009). "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.
12. "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 Confectionery.
13. "徳間ジャパンコミュニケーションズ - 「の、バラード祭り。」「の、アッパー祭り。」- 2009.11.4 発売！". [[Tokuma Japan Communications]].
14. (13 October 2009). "British Anime Net Dancer Beckii Cruel Gets DVD in Japan". Anime News Network.
15. Orsini, Lauren. (2016-07-15). "Up Close With Beckii Cruel, YouTube's Original Superstar". [[Forbes]].
16. (2010-01-05). ""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!". [[Oricon]].
17. (2010-01-31). "Just Wanna Have Some Fun". [[Apple Music]].
18. (2010-03-06). "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". [[Sankei Sports]].
19. (2010-04-30). "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!!". [[ASCII Media Works]].
20. (2010-02-18). "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」". [[Oricon]].
21. Saito, Takashi. (2010-05-26). "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]].
22. (13 August 2010). "Beckii: Schoolgirl Superstar at 14". [[BBC News]].
23. Kudo, Yuichi. (2010-11-24). "「かわいいにもほどがある」ベッキーと『英語耳』夢のコラボ!!". [[ASCII Media Works]].
24. Kudo, Yuichi. (2010-12-24). "画期的なDVD教材『ベッキー・クルーエルde英語耳』撮影秘話". [[ASCII Media Works]].
25. (2010-12-09). "Beckii Cruel to feature on BBC Radio 1". [[BBC News]].
26. Loo, Egan. (18 December 2009). "British Anime Net Dancer Beckii Cruel Forms Girl Band". [[Anime News Network]].
27. "CruelAngels Project". Life Is So Cruel.
28. "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.
29. "Why'd you leave Cruel Angels? I mean Cruel is your name so does that mean all {{not a typo". Formspring.me.
30. People Are Deep. (2025-02-22). "Life as a Japanese Child Star: Beckii Cruel".
31. Kashiwagi, Keiko. (2011-09-15). "ベッキー・クルーエル インタビュー". News Digest.
32. (2011-08-06). "たいせつな はっぴょう！！！".
33. Vannin, Ellen. (2011-10-19). "Beckii Cruel: Manx schoolgirl to release UK single". [[BBC]].
34. Osmond, Andrew. (2011-09-16). "Beckii Cruel Performs New Single at October MCM Expo". [[Anime News Network]].
35. (2012-03-08). "An Interview with BECKII CRUEL". J-pop Go.
36. Osmond, Andrew. (2012-02-04). "Beckii Cruel to Appear at Hyper Japan". [[Anime News Network]].
37. (2012-12-02). "BECKII CRUEL Interview". J-pop Go.
38. (2012-12-30). "GAMETIME – Oishii! Ichigo". J-pop Go.
39. (2013-04-28). "Shi No Barado - EP". [[Apple Music]].
40. (2013-08-15). "New Beckii Cruel documentary and single". J-pop Go.
41. People Are Deep. (2025-02-22). "Life as a Japanese Child Star: Beckii Cruel".
42. "About Bcky Couture". Bcky Couture.
43. Ellis-Peterson, Hannah. (2014-08-08). "YouTube's young celebrities shine at biggest ever UK convention". [[The Guardian]].
44. "MOSHI MOSHI NIPPON FESTIVAL 2014 - FREE entrance for non-Japanese citizens!". Moshi Moshi Nippon.
45. Fitzgerald, Clare. (2015-05-17). "Beckii Cruel Launches New Fashion Collection". TenEighty.
46. Kissa, Bando. (2015-09-19). "あのベッキー・クルーエルも登場！ "BANDAI NAMCO Entertainment SPECIAL STAGE"リポート【TGS2015】".
47. Abe, Keijiro. (2016-05-16). "ベッキー・クルーエルさんの近況". [[BuzzFeed.
48. De Gallier, Thea. (2016-07-27). "Meet the British girl who grew up as a Japanese idol". [[Dazed (magazine).
49. (2017-12-04). "Coffee Qs: Beckii Cruel, Creator Community Manager, Social Circle". PerformanceIn.
50. Fitzgerald, Clare. (2018-05-18). "TenEighty Meets: Beckii Cruel". TenEighty.
51. "Oral evidence - The advertising industry - 5 Dec 2017".
52. "Judges".
53. Fear-Smith, Neve. (2021-03-03). "Influencer Marketing Awards 2021: Introducing Our Judges".
54. "YouTuber Beckii Flint: 'Instagram's the only place I'm looking at seriously'".
55. "Money Box - MBL: How to make money from social media - BBC Sounds".
56. "The World Tonight - Pubs and restaurants across central Scotland to close for 16 days - BBC Sounds".
57. "Test and Learn: Using Influencers for Market Research – Social Day – Social Media Event London".
58. "Members Newsletter Issue 4".
59. "Forbes 30 Under 30 Europe 2021: Media & Marketing".
60. "BBC Radio 4 - the Media Show, How to earn a living on social media". [[BBC]].
61. (2010-01-06). "「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！". CDJournal.
62. (2010-01-06). "可愛すぎると話題の美少女ベッキーがマンガに初登場". [[Natalie (website).
63. "翼をください". [[Oricon]].
64. "CHART: CLUK Update 11.05.2013 (wk18)".
65. "AREA 11 FT BECKII CRUEL Hits". [[Official Charts Company.
66. "「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.