The manager of Japanese singing sensation, Ado, has voiced concerns that Japanese music is at risk of being overshadowed by its association with anime. Takuya Chigira, CEO of Cloud Nine, the management company behind Ado, expressed his worries in a recent interview, highlighting a perceived imbalance between the global perception of Japanese music and its actual standing in international markets. He fears that the strong global presence of anime is leading to an overreliance on it, potentially limiting the growth of Japanese music as a whole.
The Rise of Anime Music and its Impact
Japanese music, often referred to as J-pop, has undeniably found a significant audience globally. However, a large portion of its international recognition is tied to anime, with many songs gaining popularity through their use in anime series and films. While this has provided a platform for some artists, Chigira fears that this reliance on anime could be detrimental in the long run. He argues that while anime has a large global market share, its reach pales in comparison to the broader music and sports industries. This dependence on anime as a primary gateway, according to Chigira, may create a ceiling for the growth of Japanese music on a global scale.
Ado’s Unique Path
Ado, a prominent figure in the J-pop scene, is managed by Chigira’s Cloud Nine. She first gained recognition as an utaite, an online cover artist, before making her major debut in 2020 with the hit song “Usseewa.” This song topped the Billboard Japan Hot 100 and other charts, making her one of the youngest solo artists to achieve such success. Ado’s rise to stardom also includes her song “New Genesis,” which was featured in the anime film One Piece Film: Red, hitting the top spot on Apple Music’s global charts. Despite her success, Chigira seems determined to diversify how Japanese artists gain international recognition.
A Sense of Crisis
Chigira’s comments highlight a crucial point in the current music industry, he stated, “I felt a sense of crisis about approaching things through anime first and Japanese music becoming synonymous with anime.” He feels that the industry needs to be more conscious about the “ring” in which they are fighting, suggesting that Japanese music should aim for a wider global audience beyond the realm of anime. He observes a discrepancy between how Japan views its music’s global standing and its actual reception in overseas markets.
Challenges Facing the Japanese Music Industry
Chigira’s perspective is not unique in the industry. There’s a growing debate about the challenges faced by the Japanese music industry in the global market.
Language and Cultural Barriers
One of the primary obstacles for Japanese artists is the language barrier. While some artists have found success with Japanese-language songs, the global mainstream often prefers English or other widely spoken languages. There are also cultural differences that can make it difficult for Japanese artists to connect with audiences in other countries. Unlike K-pop, which has strategically targeted the US market, J-pop has not always had a similar coordinated push for international promotion. This is despite the fact that J-pop has influenced K-pop’s training and production styles.
The Dominance of Physical Sales
Another challenge facing the Japanese music industry is its slower adoption of digital streaming compared to other markets. While the global trend has shifted towards streaming platforms, Japan still maintains a strong preference for physical music formats like CDs. This has created a unique market dynamic that can be difficult for international artists and labels to navigate. The Japanese market is also notoriously difficult for foreign artists to penetrate, with its own distinct business culture and local professionals essential for success.
Over-reliance on Anime
While anime has been a powerful tool in promoting Japanese music, it’s important to note the limited scale of anime when compared to the wider music and sports industries. The concern is that an over-reliance on anime limits the potential of J-pop and prevents it from reaching a wider international audience.
The Need for a New Approach
Chigira’s remarks serve as a call to action for the Japanese music industry. He feels that Japanese artists are yet to truly compete on the global stage and that the industry can’t rely solely on anime for international success. The manager of Ado believes the industry should be more aware of how Japanese music is being perceived globally and take active steps to bridge the gap between the domestic perception and the international reality.
Embracing Digital Platforms
While Japan has been slow to fully embrace digital streaming, there is a growing recognition of the importance of these platforms for reaching global audiences. Many Japanese artists are now utilizing platforms like YouTube, Spotify, and Apple Music to expand their reach beyond Japan, however, there are still many legendary Japanese artists who are not available on streaming platforms outside of Japan.
Building Artist-Fan Relationships
Another challenge for the Japanese music industry, is building long-lasting relationships between fans and artists. While Japanese songs have gained popularity through viral hits and online trends, the industry has struggled to translate this into deeper connections between fans and individual artists. Unlike artists like Taylor Swift or BTS, where fan engagement is key to their success, many Japanese artists have not been able to achieve the same level of global fan loyalty.
Learning from K-Pop
The success of K-pop in the global market provides valuable lessons for the Japanese music industry. K-pop’s strategic marketing, focus on fan engagement, and proactive approach to international promotion, could serve as a blueprint for Japanese artists looking to achieve similar success.
The Future of Japanese Music
The future of Japanese music in the global market will depend on the industry’s ability to adapt and evolve. While anime will likely remain an important part of the Japanese cultural landscape, artists and managers need to look beyond it to reach a wider global audience. It may involve embracing digital platforms, forging stronger connections with international fans and a strategic approach to the global music market. As the music industry evolves, Japanese artists will need to take control of their international recognition and define their place in the global music scene, without being pigeonholed as simply “anime music.” The focus should be on the unique talent, artistry and creativity that Japanese musicians bring to the world.
