Beyond the Game: How the SEGA SOUND TEAM is Shaping the Future of Game Music

Japanese video game music has transcended its original purpose as background accompaniment to become a global phenomenon, embedding itself into the daily playlists of listeners worldwide.

Following our previous deep dive into the industry-shifting work at NexTone and their Game Music Academy, this feature turns the spotlight toward the legendary SEGA SOUND TEAM. Under the creative direction of Tomoya Ohtani, the team’s compositions are achieving remarkable streaming milestones, particularly in North American markets, where Ohtani is now recognized alongside top-tier recording artists. From the viral success of the Serani Poji project to the enduring appeal of the Sonic the Hedgehog soundtracks—further bolstered by the success of recent feature films—the influence of this team continues to expand exponentially.

SEGA is currently treating its extensive, quarter-century-old catalog as a vibrant set of modern assets for the next generation. We sat down with Tomoya Ohtani, along with music licensing experts Ryo Kinoshita and Go Iwasaki, to explore the vision, strategy, and enduring passion behind the SEGA sound.

Billboard: Looking at North American streaming data, your music maintains impressive, long-term popularity. How does it feel to see your work become a staple in fans’ everyday lives?

Tomoya Ohtani: It remains surreal. Even in years where I haven’t released new material, the soundtrack for Sonic Frontiers has sustained such strong momentum that I frequently find my name appearing beside mainstream J-Pop stars. It makes me wonder what kind of heights I could reach if I maintained a consistent yearly release schedule.

Billboard: Was a global audience the goal from the start?

Ohtani: My work on the Sonic franchise began with Sonic Adventure 2 in 2001, but the team’s global mindset dates back even further. My very first business trip with the company involved recording in New York. Even back then, there was no “Japan-first” strategy; we were always looking at the international landscape. It’s remarkable that over two decades later, that same core philosophy continues to drive our success.

Billboard: Sonic music has a distinct identity that resonates globally. How do you cultivate that?

Ohtani: While my work is deeply influenced by Western music, I don’t set out to imitate it. Instead, I try to weave Japanese emotional sensibilities into contemporary arrangements, whether that’s metalcore or something else entirely. We live in an era where audiences are incredibly open to that blend of genres, eras, and cultures.

Billboard: Do you feel that your audience is largely indifferent to genre boundaries?

Ohtani: Absolutely. Language and genre barriers seem to matter less every day. There is a massive, authentic appreciation for Japanese music—including soundtracks—in the West. As a composer, my role is to know our games better than anyone else and approach every new project with the firm belief that I can craft the definitive sound for that experience.

Billboard: Has the Sonic the Hedgehog film franchise shifted your listener demographics?

Ohtani: The third film was particularly significant because it featured so many references to our game compositions, which directly drove a surge in streams for the originals.

Kinoshita: It’s fascinating because it wasn’t just the tracks used in the movie that gained traction; it was the entire catalog related to the characters featured. The focus on Shadow the Hedgehog in the third film created a “halo effect,” sending listeners back to explore older soundtracks featuring that character.

Billboard: Let’s discuss the viral success of Serani Poji on TikTok. What do you attribute that to?

Kinoshita: We began offering streaming for those albums in late 2023, and tracks like “Pipo Pipo” and “Where Is Smiley?” have seen massive engagement. There’s been a global rediscovery of 90s Shibuya-kei and City Pop, and Serani Poji was perfectly positioned to benefit from that. It’s been a steady climb—the audience didn’t just latch onto one song; they’ve moved on to discover deeper cuts, which speaks to the enduring quality of the music itself.

Ohtani: I joined SEGA the same year Serani Poji’s first album was released in 1999. The project, led by Tomoko Sasaki, benefited from a culture that combined our internal creativity with high-level external talent. Seeing that music resonate twenty years later is the ultimate proof that quality, thoughtful production transcends time.

Billboard: How has your partnership with NexTone helped your operations?

Kinoshita: Managing global rights independently would be impossible. NexTone provides vital support in collecting royalties worldwide. Furthermore, they’ve helped us navigate the complexities of YouTube and creator content; we can now protect our intellectual property while encouraging, rather than stifling, the Let’s Play community.

Ohtani: It’s a relief to work with a partner who understands that our priority is fan engagement. It allows our community to remain creative without us having to sacrifice our integrity as rights holders.

Billboard: Are you seeing more opportunities to elevate the creators themselves?

Ohtani: We are definitely seeing more demand for live performances and fan interactions. We’re working on better systems to help fans find music by tracking their favorite creators. When I’m in Korea and hear fans calling my name in unison, I recognize that passion for the individual artist is just as important as the music itself.

Kinoshita: We see more international fans traveling to Japan for our live shows every year. That level of dedicated fandom makes the music even more powerful, and we plan to prioritize composer branding moving forward.

Iwasaki: When younger fans view game music composers as iconic, it strengthens the entire brand. We are committed to pushing the boundaries of both our gaming and musical offerings, so please stay tuned.

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