Naoshi Fujikura Ryuji Tatsumi/Billboard Japan
Billboard‘s International Power Players yearly listing identifies leaders driving the success of the songs organization in nations outside the United States. Universal Music Japan President and also CHIEF EXECUTIVE OFFICER Naoshi Fujikura was selected from the songs sector leaders of the globe for incorporation in the listing a 3rd successive time, making this his 4th look on the listing.
Billboard Japan talked to Fujikura in acknowledgment of his option for the listing, where he explored Universal Music Group’s assumptions for Japan and also the difficulties associated with producing global hits.
You were picked for the 4th time this year in acknowledgment of your successes, such as making King & Prince a million-seller. How has getting to a million CD sales been seen by the Universal Music Group all at once?
Naoshi Fujikura: Here in Japan, the marketplace is altering and also electronic is additionally a top priority, yet we have actually still had the ability to attain massive success with CD sales, using our distinct organization understandings and also information evaluation to much better comprehend what followers desire, what the marketplace desires and also just how to make best use of the chances for every musician. For UMG all at once, it gives restored viewpoint on just how vibrant the Japanese songs market is, due to the fact that for any type of musician to offer a million CDs today is a big accomplishment for any type of task – artistically, readily and also for the firm all at once, specifically when it is performed in one nation and also in one week.
What is UMG getting out of Universal Music Japan?
Fujikura: We’re constantly informed, “now it’s your turn…” yet that’s not something details to Japan alone, it is a companywide objective. Our worldwide management trust funds us to lead and also introduce right here in Japan, yet additionally motivates us to discover and also create “global stars.” In the past, these were usually musicians that have actually authorized with worldwide tags that had solid fanbases in North America, U.K. and also Europe. Today, in the streaming age, there are lots of musicians from outside the Anglosphere currently declaring the leading graph placements worldwide – from BTS, Karol G or Bad Bunny. This is many thanks to both the worldwide reach of streaming, and also the age of material sharing and also exploration. Language is no more the obstacle it when remained in exporting songs to brand-new markets, which fits both with the worldwide passions of the firm, yet additionally our very own need to present the very best Japanese songs and also society to brand-new target markets worldwide.
What is Japan’s method for creating an international celebrity?
Fujikura: We’re currently thinking about several various methods. The initially is to create musicians that end up being celebrities with the assistance of a fandom, like BTS and also King & Prince.
The 2nd is what we call the “IP-based” strategy, producing a hit connected to some type of video clip home entertainment, whether that is Anime or an additional item of Japanese society that subjects worldwide target markets to brand-new audios. For instance, in current times we had wonderful success for RADWIMPS with Your Name, and also in the last 2 years we’ve had Ado with One Piece Film Red and also Hiromi Uehara with Blue Giant specifically.
The 3rd is via hits that create a viral buzz on regional, local and even worldwide socials media and also spread out better via UGC, which we have actually accomplished with our musicians Fujii Kaze and also imase. Fujii Kaze’s “Shinunoga E-wa” came to be preferred via UGC in Thailand, and also from there it infected South Asia, India, Europe, and also the U.S. Imase’s “Night Dancer” was promoted by BTS’s Jungkook and also Stray Kids, and also currently he’s widely known in Korea, as opposed to simply in Japan.
Joe Hisashi, among Japan’s most valued authors, is currently being paid attention to even more than ever before around the world, many thanks to his songs being included on playlists made to mirror target market state of mind and also way of life, with styles like “Sleep” or “Focus”. These plays have actually assisted increase recognition of his ability as an author, and also assisted to drive his latest cd – A Symphonic Celebration – Music from the Studio Ghibli movies of Hayao Miyazaki, (Deutsche Grammophon) to the top of the U.S. Billboard Classical Albums and also Classical Crossover Albums graphes in July. In this location, there is a great deal of common faceless songs generated, yet Joe is an archetype of where wonderful art and also songs can puncture the sound and also astound brand-new audiences.
The variety of manner ins which music jobs can be shown the globe is progressively expanding, so we anticipate these 4 methods to progress as follower exploration and also intake adjustments in the future.
The quick infiltration of worldwide streaming solutions such as Spotify and also Apple Music have to additionally be an incredibly substantial variable. Now songs from Japan can be shared almost everywhere, and also individuals worldwide can pay attention to brand-new launches at the very same time. This can create a fury of exhilaration worldwide, with absolutely no time lag.
Fujikura: Yes, yet while this gives Japan with chances, it additionally gives almost everywhere else on the planet with those very same chances. The markets of China and also India have more than 1.4 billion individuals, and also in every nation, individuals have a tendency to like their regional musicians. But what makes a super star, a real worldwide super star is the capacity to go beyond social, language and also geographical obstacles. You can’t neglect where everything starts, with the toughness of specific musicians, having actually talented musicians and also wonderful songs is the still one of the most crucial variable of all.
Right, Universal Music is an international songs firm, so it additionally has the objective of making musicians partly of the Universal Group outdoors Japan right into hit musicians in Japan, also.
Fujikura: Exactly. Until regarding 20 or three decades earlier, worldwide songs represented approximately 30% of songs launches in Japan, and also residential arsenal represented approximately 70%, today Japanese and also Korean songs represent approximately 90% or even more. The suggestion that when a musician succeeds in the U.S, they will certainly additionally end up being a hit musician in Japan is currently three decades outdated. The worldwide spread of UMG’s arsenal, specifically via IP-based and also UGC intake has actually additionally verified efficient for bringing worldwide musicians to Japan, and also I assume these methods will certainly remain to end up being a lot more specified in the future.
The increase in streaming sales is driving continuous, favorable songs market development in Japan and also worldwide. However, the price of development of that streaming is slowing down, and also brand-new market advancement is beginning to happen. What can you show to us regarding Universal Music’s future steps?
Fujikura: At UMG, we’ve constantly had a relentless commitment to finding skilled musicians and also bringing them to the globe. Each market is distinctively various, and also while streaming solutions left to a sluggish begin in Japan, there is still a great deal of space for development. As the world-leader in songs based home entertainment, UMG is committed to introducing, enhancing the individual experience and also to locating means to bring in brand-new target markets to involve with the power of songs. Also, as I stated at the beginning, in Japan we can still enhance the possibility of physical item sales for our musicians, and also generally, I assume the Japanese songs market still holds wonderful possibility.
The initial songs I acquired were plastic documents. Since after that, innovation has actually progressed (to cassettes, CDs, downloads and also to streaming) and also the layouts made use of to supply songs have actually additionally altered drastically. Today, fandom for musicians has actually additionally promoted need for physical and also collectible items, and also we are currently at a two-decade high in worldwide plastic sales once more. Technology will certainly remain to alter, and also we’ll see brand-new items, solutions and also designs developed. One point that will certainly continue to be consistent is that there will certainly constantly be skilled individuals around that thrill audiences. Our work is to uncover these musicians, aid brighten them, and also share them with the globe. Even if the means we provide songs modification, we’ll remain to share the worth and also charm of musicians.
—This meeting by Seiji Isozaki and also Naoko Takashima initially showed up on Billboard Japan
