Japanese Market Opportunity for Foreign Indie Music

Japan is the 2nd largest music-buying market in the world after the USA and represents about 20% of total worldwide sales. If you are in the business of selling music then Japan is one of your major markets and should not be overlooked.

Annual CD imports into Japan numbered almost 75 million units in 2003 and show a continuous increasing trend. The leading suppliers of CD's imported into Japan from Western countries are the USA, the UK and Germany.

Avril Lavigne, Norah Jones, Madonna, Beyonce, and U2 all sing in English and they still have multi-platinum sales in Japan. So language is definitely not a factor, although translated lyric sheets and a Japanese website will help Japanese fans to connect better with you and your music, and show that you care about your Japanese fans.

Japanese are exposed to and influenced by a much wider variety of music than people from countries such as the USA or the UK. They listen to and buy music from many diverse countries and do not discriminate by nation. There are rarely any negative preconceptions with foreign music/artists. For example, Japanese people do not think or say "Disco Sucks!" or "Country music is for country folk!" or "Michael Jackson is not cool". What may seem obscure or "uncool" in your country may not be in Japan. On Japanese mainstream radio you can hear an eclectic mix of music in Japanese, English, Spanish, and French from famous as well as unknown artists, even from your own country, all in one radio program. Even if the words cannot be fully understood, it is often the image, mood, style, and culture of the music that appeals to Japanese.

Sometimes people in Western countries are surprised when they find out that one of their own local bands is "big in Japan". Most people don't care about this distinction and the phrase "big in Japan" has become somewhat of a joke. But when you consider Japan is the largest market next to the USA, even "small in Japan" can mean big revenues for that band. Surely, any independent band or artist who is selling thousands of CD's and getting recognized in Japan does not consider "big in Japan" a joke. They are probably laughing at all the other bands and artists who have ignored Japan completely.

Currently, the most popular genres of music in Japan are foreign and domestic hiphop, RnB, alt rock, hard rock, metal, punk, techno, house, dance/club, classical, jazz and nu jazz. However, there is a demand for music with foreign ethnic origins such as African-American ("Black") gospel, soul, funk, and blues, as well as reggae, world, healing, Hawaiian, and Brazilian/Latin music.

A notable change in the Japanese music industry has been the ongoing weakening of the traditional pattern whereby young "manufactured" pop idols drive the market with million-selling hit songs. Also, consumers age 30 to 55 years old are purchasing more music products than ever before. Such consumers do not follow youth trends or fads, and demand more diverse music products for mature tastes.

Recently, independent labels and artists—once the focus of a small number of hardcore fans only—are growing in popularity as the music demands of consumers are becoming increasingly diverse. The distribution and sales systems in Japan for "indies" are now better established-making it possible for successful indie artists to sell multi-platinum in Japan.

As is the case around the world, overall sales of CD's are declining while online digital and mobile music sales as well as licensing for film/TV and compilations are providing a growing source of revenues for both foreign and domestic bands and artists.

Foreign and domestic indie bands and artists can take a DIY (do-it-yourself) approach by forgoing traditional distributors and sell CD's, merchandise and downloads directly to Japanese consumers via the internet. Although promotion is still a challenge, it is easier now to distribute music to consumers all over the world via online means. The internet is another tool for promotion and can be less costly than traditional means (i.e. print, radio, TV). Playing shows at "live houses" is still the best promotion in Japan. Read more about playing gigs in Japan in this website.

If you want to make it "big in Japan", then continue reading the articles and download the Japan Music Marketing Kit.

Articles:

1. Japanese Market Opportunity for Foreign Indie Music - If you are in the business of selling music, do not forget Japan!
2. The Music Business in Japan - General info on the music "scene" in Japan
3. Playing Gigs in Japan - Promoting your music through live gigs at Japanese Live Houses
4. How Much Does It Cost? - The activities and related costs of selling and promoting your music in Japan
5. Useful Tips On Visiting and Doing Business in Japan - Info and advice for visiting and doing business in Japan

Japan Music Marketing Resources:

List of Live Houses in Japan - Book your own live tour / gigs in Japan!

Indie Music Websites (Japanese)
Below are online indie music communities/support networks where you can promote your music and live shows in Japan.

www.indiesmusic.com
www.nextmusic.net
www.muzie.co.jp
www.musictower.jp
www.audioleaf.com
www.visualrocks.com
www.music-trip.que.ne.jp
www.banzai-music.com
mnc.s19.xrea.com
www.music-i.jp

Downloads:

Japan Music Marketing Kit:
A do-it-yourself kit which includes ready-to-print mailing labels and cover letters intended for independent record labels, artists and bands who want to send their music to Japanese companies that distribute, import and license foreign music. More info...

CLICK HERE TO DOWNLOAD THIS NOW

FREE Japanese characters in Illustrator outlines and PDF:
Japanese characters (with English explanations) in various fonts you can use in the design of your t-shirts, posters, stickers, CD's, etc. They come in Illustrator outlines and PDF so you can modify them, cut and paste, etc. on non-Japanese computer systems. You can combine characters to make simple phrases. Characters for date (year, month, day) and city names are included too so you can make your own designs for Japan tour t-shirts or other print/online designs.

CLICK HERE TO DOWNLOAD THIS NOW