MUSIC WAY PROJECT CEIPA

A special program featuring behind-the-scenes footage of the international music event matsuri '25, held in preparation for MUSIC AWARDS JAPAN 2025 which will be broadcast live on NHK on May 22nd, and the showcase at SXSW (South by Southwest), has been scheduled to air!

Photography by Viola Kam (V'z Twinkle)

Photography by Yuri Hasegawa

Photography by Yuri Hasegawa

●Ado, Atarashii Gakko no Leaders, and YOASOBI

Why is the world so crazy about J-POP right now? We delve into the little-known behind-the-scenes stories and get up close and personal with overseas fans!

MUSIC AWARDS JAPAN 2025, the largest international music awards in Japan, will be held for the first time this May. As part of the "MUSIC WAY PROJECT," a co-creation project launched by CEIPA (Culture and Entertainment Industry Promotion Association), the organizer of the awards, in collaboration with the TOYOTA GROUP, to support and promote the essential globalization and sustainable growth of the Japanese music industry, we followed behind the scenes of two international events planned to bring Japanese music to the world.

First up is matsuri '25: Japanese Music Experience LOS ANGELES presented by CEIPA×TOYOTA GROUP "MUSIC WAY PROJECT," held in Los Angeles, USA, featuring some of Japan's leading artists. The performers were Ado, Atarashii Gakko no Leaders, and YOASOBI. Over 7,000 local fans gathered for the event, and the passionate performances of the three groups were met with great enthusiasm, making it a resounding success. Since the COVID-19 pandemic, Japanese music, which has emerged from anime and Vocaloid culture, has rapidly gained popularity in the United States. The program followed the local fans who gathered at this event, interviewing them to find out why they are so captivated by J-POP right now.

Next, we covered SXSW (South by Southwest), one of the world's largest business conferences and festivals focusing on music, film, and interactive media, held in Austin, Texas, around the same time as matsuri '25. This year, a record 21 Japanese artists participated in the SXSW music showcase. We followed the daily struggles of these artists who have ventured out of Japan and are working hard to seize opportunities on the world stage.

Furthermore, the program will provide close coverage of the nomination announcement ceremony for MUSIC AWARDS JAPAN 2025, which took place this month. It will also introduce the highlights of the awards, which are generating much anticipation as the awards ceremony is finally announced in May.