Creating a New Business Model with Japanese IP and Western Music

The difference in enthusiasm for promotion was also initially significant. Japanese artists actively promote through social media to align with the anime broadcast, but Western artists, who frequently release singles, see the anime tie-up as just one of many songs.

"However, we explained to the two artists the importance of actively promoting to meet the expectations of young Japanese fans. OneRepublic posted lyrics on Instagram and shared singing selfies on social media, which significantly boosted streaming and download numbers weekly. We frankly communicated how the numbers would rise with more posts and emphasized the importance of promotion in Japan."

Ms. Kawasaki noted that it wasn't about disliking promotion but rather a difference in mindset and understanding. She emphasized the global tie-up perspective rather than just a focus on Japan.

"While anime originates in Japan, it's now globally viewed content. So, we communicated that we secured this global tie-up in Japan to help sell their original music globally. For OneRepublic, we referenced their globally hit song 'I Ain't Worried' from 'Top Gun: Maverick' to make them understand, resulting in their label being surprised by the numbers in Asia, particularly. I felt vindicated in my initial stance."

Ms. Kawasaki also pointed out that despite the global viewership of Japanese anime, it is not yet as universally watched as it is domestically. When they began negotiations with overseas labels, many were skeptical about the success of anime theme songs. Therefore, she approached this Western music tie-up with a strong determination to succeed, viewing it as a future precedent and valuable data.

"If we failed, it could lead to a belief that Western music for anison is a no-go, causing bad repercussions. But if we succeeded, it could change the perception of Western artists, who might then proactively seek anime theme songs. I've often been told by external parties that Western music for such content is impossible. This tie-up has proven that it can be done and may have shifted the industry's mindset. More importantly, if this example can encourage other companies to explore Western music, that would be the most gratifying outcome."

Despite the ongoing discussions about younger generations drifting away from Western music, the reality is that Western artists' concerts in Japan, such as Taylor Swift's Tokyo Dome shows, continue to sell out. Ms. Kawasaki believes the issue is not a lack of interest but the reduced daily touchpoints with Western music.

"With the advanced algorithms of streaming services and YouTube, people who listen to Japanese and K-pop content rarely encounter Western music. Advertising on social media is also ineffective as younger audiences dislike promotional content. This led us to believe that the optimal solution is combining Japanese IP with Western music and collaborating with Japanese artists."

The former is exactly what the "Kaiju No. 8" anime tie-up represents. The short clips with its music shared on TikTok allowed a natural approach to anime fans, leading to an upward trend in streaming and download numbers for YUNGBLUD and OneRepublic.

While anime was traditionally considered a terrestrial TV program, it is now mostly streamed, making anison a global presence. If Western anison becomes the top Western hit this year, it could change Western artists' perception of Japan and positively impact Japanese dramas and movies. This would also increase touchpoints for younger generations with Western music. The "Kaiju No. 8" Western music tie-up is a first step in this new phase for anison, and its future trends are worth watching closely.

By Yuichiro Fuse

Source : ORICON NEWS