Like the Korean hip-hop group BTS (BTS), which has been selected as a candidate for the US Grammy Awards and has become a hot topic, I want to hit the world market-Japanese music centered on anime songs is also of interest from overseas. It is expensive, and the development of that market is one of the challenges of the domestic music industry. Every autumn, a trade fair for artists aiming to expand overseas is held. It is an event that is crowded with buyers from all over the world, but in 2020, the corona wreck moved to the Internet. The first step in “Aim for BTS” is to use the Internet.
Approximately 3 hours of concert event by ARASHI, Perfume, End of the World, etc.-Online live with 7 groups who are also active overseas is in 12 countries including Japan such as the United States, South Korea, Taiwan, Singapore, Indonesia. It was also delivered locally. The performers sang in English, MCed in English, and so on … A live performance that was truly “overseas” conscious. In the trend of Twitter, the hashtag “#tokyosuperhits” ranked first in Japan and fourth in the world, and the number of access to the event special site reached about 3 million PV (page views) in two weeks.
“I think there is a new way of live events that take advantage of online. I thought that by introducing Japanese artists to the world and providing a place for expression, we could revitalize the Japanese music industry.” Noriko Ashizawa, who oversees the content division of Spotify Japan (Shibuya, Tokyo), a major music distribution service company that planned this live event “Spotify presents Tokyo Super Hits Live 2020”. I want to bring out artists who are active in the world like BTS in Korea from Japan-Under the government’s Cool Japan strategy, Japanese artists have been seeking places to play an active part overseas, but as artists who are active Only some of the people involved mention BABYMETAL and ONE OK ROCK.
● Domestic artist with the most played songs overseas (Spotify announcement)
9.TK from Ling Tosite Sigure
● The most played songs of domestic artists overseas (Spotify announcement)
2.unravel / TK from Rin and Shigure
3. Silhouette / KANA-BOON
4. Blue Bird / Ikimonogakari
5.Tokyo Drift （Fast ＆ Furious） － From “The Fast And The Furious：Tokyo Drift” Soundtrack／Teriyaki Boyz
6. Peace Sign / Kenshi Yonezu
9.狂乱 Hey Kids！！／THE ORAL CIGARETTES
10.Black Catcher / Vickeblanka
* Spotify’s overseas music rankings heard overseas (January 1, 2020-November 27, 2020)
With the support of the Ministry of Economy, Trade and Industry to promote such overseas expansion, content trade fairs have been held every fall. The content markets such as “TIFFCOM” and “Tokyo International Music Market (TIMM)” are held together with the Tokyo International Film Festival (TIFF). For this reason, it was customary for content-related people to come to Japan from overseas in the fall, but in 20 years it was not possible to hold a real event, and it was held online.
At the 17th TIMM, which was held online for the first time from November 4th to 6th, a special site “TIMM ONLINE” was created, and seminars and showcase live performances centered on the theme of business matching and music business via the Internet were held. Was done. The live will also be held online, with 15 groups including Yoko Takahashi singing the theme song of “Neon Genesis Evangelion” and the idol group FES ☆ TIVE, and a total of 16,000 people watched it in three days.
According to the Japan Music Industry and Culture Promotion Foundation (JMCE), which sponsors TIMM, about 1,000 people, including overseas buyers and exhibitors, participated and the business seminars were viewed more than 2,500 times. It is said that overseas promotion of artists and license negotiations were actively carried out.
In the past, you had to come to Japan during the period, but you can easily participate online. We decided to develop and hold our own system that allows buyers who are interested in artists to contact the person in charge and send messages to registered overseas buyers. After making contact, each person will proceed with business negotiations using other communication tools such as Zoom. We also created a page where artists registered in TIMM can be listed by genre, etc., creating a “trade fair feeling” in which buyers search for their favorite artists. “Because it is a unique system, it can be used throughout the year regardless of the holding period,” says Akiko Komine of JMCE. As of December 9, 247 artists are registered.
TIMM participants were able to watch the archived footage of the showcase live until December 31, 2008. Real communication such as having a social gathering after a business talk is not possible, but the advantage of being online is that you are not tied to time. “I’m interested in Japanese artists, but the hurdles for overseas buyers who are wondering if they should go all the way down are also lowered,” said Mr. Komine.