Japanese entertainment is currently experiencing a global renaissance, with streaming platforms amplifying its cultural footprint. Central to this movement is the meteoric rise of video game music—a universal, non-verbal medium that defies linguistic barriers and genre constraints. Once relegated to the background, these compositions are now being redefined as high-value digital assets on the world stage.
In the latest installment of NexTone’s digital distribution interview series, Billboard JAPAN sat down with the team behind Bandai Namco Game Music (BNGM), the specialized label operating under the Bandai Namco Group umbrella.
Since its inception in 2022, BNGM has utilized NexTone’s digital distribution expertise and copyright management frameworks to unlock a treasure trove of musical heritage spanning 25 years. The label’s primary objective is to elevate game scores from mere functional “background music” to standalone artistic content that commands respect independently of its original software.
Joining the conversation were Norihiro Fukuda, a former record industry professional who spearheaded the label’s launch, and Natsuko Kaneko, the visionary responsible for navigating the complex rights clearance for their massive back catalog.
Redefining the Label’s Mission
What defines the core philosophy and mission of Bandai Namco Game Music?
Norihiro Fukuda: The fundamental concept of BNGM is to broadcast the intrinsic allure of game music to a global audience. Traditionally, the industry viewed music as a secondary component of the gaming experience. We believed that by placing the music in the spotlight, listeners worldwide would appreciate its craftsmanship as a primary art form.
You recognized this potential early on, didn’t you?
Fukuda: Coming from a traditional record label background, I noticed a disconnect. Game developers understood the music was great, but they hadn’t considered marketing it as a consumer-facing product. When I joined Bandai Namco Entertainment, I operated on the hypothesis that shifting our distribution strategy would fundamentally change how the public perceives these scores.
The success of Elden Ring was a turning point. Its massive international acclaim signaled a vast, untapped market for its soundtrack. That realization fueled the creation of our music label framework.
The Power of Heritage and IP
What makes BNGM’s approach unique in such a competitive market?
Fukuda: Our catalog traces the entire evolution of the medium—from the iconic 8-bit electronic melodies of PAC-MAN to modern, high-fidelity symphonic scores. This 45-year history is a unique strength. We aren’t just selling songs; we are sharing the historical journey of digital sound.
Natsuko Kaneko: Our diversity is our greatest asset. We manage music across every imaginable platform: arcade classics, home consoles, and mobile titles. Whether it’s the high-octane themes of TEKKEN, the sweeping narratives of the Tales series, or the cinematic heights of ACE COMBAT, the sheer volume and variety of our catalog—which now exceeds 6,000 tracks as of late 2025—is staggering.
Game Music as a Global Digital Asset
By moving into streaming, you’ve essentially transformed these tracks into global digital assets. How has that transition been?
Fukuda: We went from zero presence to over 6,000 tracks online. The revenue potential of game music streaming is now undeniable. We are incredibly grateful to NexTone; their distribution support was the catalyst that allowed BNGM to thrive in this new digital ecosystem.
Why does Japanese game music resonate so deeply with international listeners?
Fukuda: It’s a language without words. If you look at influential artists like Haruomi Hosono or the members of KIRINJI, game music is often baked into their creative DNA. Furthermore, game music functions much like classical music; players spend dozens of hours listening to these themes while they play, creating an emotional anchor. The music becomes inseparable from their personal memories.
The Road Ahead: Charts and Live Experiences
As game music becomes established as a standalone genre, how does BNGM view the future of live events and media integration?
Fukuda: Our ultimate ambition is to see game music compete in the top 10 of global music charts. While many still use it for focus or background atmosphere, we believe it has the potential to become a mainstream chart-topping force.
Kaneko: We are involved from the earliest stages of game development, providing 360-degree support—from contracting composers to producing live events and physical merchandise. We want to advocate for the creators, ensuring their work is celebrated across all genres.
Fukuda: Being an internal label within a gaming giant allows us to coordinate seamlessly with production teams. As we move into our next phase, we intend to be even more deeply involved in the actual creation process to ensure the music can truly take the world by storm.
What is the final vision for BNGM?
Kaneko: We have thousands of tracks still waiting to be released. My goal is to see game music transition from a niche sub-category to a recognized, full-fledged genre enjoyed by everyone, everywhere.
Fukuda: We will continue to mine our rich history while pushing for game music to occupy a central space in the global music industry. I am immenseley proud that Japanese game music is loved worldwide, and we are dedicated to expanding that community even further.
Interview by Yuki Tatsuta. Originally published on Billboard Japan.
