Some key initiatives include the hiring of current CEO Hirofumi Ono, spin-off of Paktor[5] (dating software business unit), full buy-out of founder Jeffery Huang, acquisition of MEME and HandsUp,[5] and more.

Despite the failed IPO attempt, the company continued to push for international expansion, including creating ‘LIVIT’ for the English-speaking markets to enter US, India, and North Africa.

[2][9] With the buy-out and departure of founder Jeff Huang, the parent holding company M17 Entertainment Limited was officially renamed as 17 LIVE Group.

[12] Along with composer and arranger Yuta Nakano, Hamasaki judged auditioning artists competing for the chance to work with her and her production team for a debut single.

[13] When asked why she collaborated with 17LIVE as a producer, Hamasaki commented: "Although the world has become like this (during COVID-19), I believe that the art of entertainment can give people dreams, hope, courage, and strength.

[8] The platform cultivates LIVERs, supports them with a local content management team, and provides artists with various functions, such as real time chatting, gifting, fan clubs, interactive competition and events.

Over the years, 17LIVE claims to have put in tremendous manpower and effort into improving, monitoring and maintaining control over both the live stream content and the KYC procedures and systems.