Introduction to Matsuri’25
Thousands flocked to downtown Los Angeles last month for the first Matsuri’25 of the Japan Culture and Entertainment Industry Promotion Association, a concert with popular Japanese artists. The sold-out March concert, which took place by the organization as Ceipa and Peacock Theater, contained three acts. These acts included Ado, a very popular singer-songwriter, whose personal details, including her identity, are practically unknown, the duo Yoasobi and the energetic group of four atarashii gakko! All three artists were strongly represented on the US music market.
The Performers
Atarashii Gakko! and Yoasobi played both Coachella, with the latter also playing Head in the Clouds. Ado, who only appears in the shade through a cage-like box, is preparing for a big US tour after she has already sold out her July show in LA’s Crypto.com Arena. The event was particularly timely because the demand for J-pop in the USA is greater, as reported by The Hollywood Reporter shortly before Matsuri’25 started.
Bridging the Gap between Japanese Artists and US Fans
According to a publication, Ceipa organized the event to bridge the gap between Japanese artists and US fans. Before the concert, the executive spoke to a lot in the industry at an intimate meeting. “In Japan, it was all about selling CDs because they made them the greatest profit, but unfortunately, when Covid hit, the music fans couldn’t go to record shops,” he said. He further explained that in Japan, CDs are sold for about 3,000 yen, which is approximately 20 US dollars, and artists don’t make much from these sales.
Global Expansion and Streaming
The executive emphasized the need for Japanese artists to think bigger outside of Japan to make a profit. All three acts on Matsuri’25 are set up on streaming services, including Spotify, where Atarashii Gakko! has just over one million monthly listeners, Ado has over six million, and Yoasobi has over seven million. However, increased global streaming numbers do not necessarily mean a change in music or overall focus.
Strategy for Japanese Companies and Artists
When asked whether global expansion means a change in the overall strategy for Japanese companies and artists, the executive replied, "If I said that there are 100 artists in Japan, only 10 percent are looking for their product outside of Japan. Ninety percent of these artists make songs for the Japanese market." He added, "Even if you make these songs for the Japanese market, there are people outside of Japan who notice it." This highlights the potential for Japanese artists to gain global recognition without necessarily changing their strategy or music style.
