Yeah I'm actually referring to their involvement in multi-media charason projects that they immediately push into every avenue possible. They're even involved in publishing the official Love Live! game, and the international push on that is all them.
Other stuff includes BanG Dream! (which they made popular through sheer force of will, basically), Revue Starlight, D4DJ, etc
Oddly enough I think this all started through Milky Holmes, who they kept around as a unit for so long that they're probably the longest-running anime based unit where their anime doesn't have singing as a plot point (well, until the third season).
Edited by fourteenwings, 21 August 2019 - 08:48 AM.