Japan Music Marketing - Market Opportunity for Foreign Record Labels Bands Artists

Selling and Promoting Your Music in Japan
Japan Music Marketing Resources for foreign record labels, bands and artists

The Music Market in Japan - How to Make it "Big in Japan"

Article 1:

Japanese Market Opportunity for Foreign Music

Japan is the 2nd largest music-buying market in the world after the USA and represents almost 20% of total worldwide sales. Japan has an affluent and modern society with a population of about 127 million people. Just Metropolitan Tokyo-Yokohama has a population of 35 million—the world's most populous city. If you are in the business of selling music then Japan is one of your major markets and should not be overlooked.

Although overall CD sales are declining, annual CD imports (physical audio recordings) into Japan numbered over 62 million units in 2007 and represents about 23.5% of all sales in Japan. That means almost 1 in every 4 CD's sold in Japan is likely from a foreign artist. The leading suppliers of CD's imported into Japan from Western countries are the USA, the UK and Germany. As Japanese are usually first to embrace technology, digital downloads in Japan have increased 200% within the past 2 years. Over 90% are mobile downloads while less than 10% are PC downloads. With a billion-dollar-a-year download market, Japan represents a good revenue opportunity for foreign indies who are able to get digital distribution much easier nowadays.

The Arctic Monkeys, Avril Lavigne, Norah Jones, Madonna, Beyonce, Sum41, U2, and other foreign artists all sing in English and they still have generous sales in Japan. So language is definitely not a barrier between consumers and foreign music sales. Considering the size of the market, even "small in Japan" is no laughing matter. Many foreign indies have been able to achieve a level of sales in Japan that rivals that in their home countries.

Japanese Music Consumers

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 often do not discriminate by nation. There are rarely any negative preconceptions with foreign music or 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 so 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.

Naturally, the younger generation are influenced by pop culture from the West. Whatever is trendy in the USA and UK will eventually be embraced by the people of Japan in their own special way. With the 25+ generations, current pop culture is not so much an influence. There are niche groups in almost all kinds of music. And since Japan is a large population, these niche groups can be large (enough to spend your marketing budget on). There are fans of country, bluegrass, swing, Hawaiian, Brazillian/Latin, gothic punk, emo, etc. Fans in Japan tend to be the best fans in the world since they really are eager to participate and learn everything about anything having to do with a particular genre of music and artist.

Sometimes people in the West 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 2nd largest market next to the USA, even "small in Japan" can mean big revenues for that band. Surely, any indie band selling a couple thousand CD's and getting recognized in Japan does not consider it 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, and 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 (new age), 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. This market demand can be supplied by music products from foreign artists.

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 artists.

Foreign and domestic indie 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 methods. The internet is another tool for promotion and can be less costly than traditional methods. Playing shows at "live houses" and other venues is still the best promotion in Japan. Read more about playing gigs in Japan in Article #3 of this website.

Quick Links

Get distribution in Japan

Promotion in Japan

Find a Japanese record label to release your music

Send your demo to Japanese record companies

Do a live tour in Japan

Create a Japanese web + mobile page

Links to Live Houses (Venues) in Japan

See what foreign artists are "Big in Japan"

Articles about The Music Market in Japan - How to Make it "Big in Japan"

1. Japanese Market Opportunity for Foreign Music - If you are in the business of selling music, do not forget Japan!
2. The Music Business in Japan - Indie Music Culture and Record Companies in Japan
3. Playing Gigs in Japan - Promoting your music at Japanese "Live Houses" and other venues
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

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