MUSIC WAY PROJECT CEIPA

The Culture and Entertainment Industry Promotion Association (CEIPA) and the Toyota Group launched the "MUSIC WAY PROJECT" as a collaborative project to support and promote the essential globalization and sustainable growth of the Japanese music industry. As part of this project, the "Professional Seminar Flagship Series 1st Edition (India Edition)," a public seminar for music industry professionals, was held in Tokyo as part of MUSIC AWARDS JAPAN WEEK.

[Event Overview]

This event was part of the Tokyo International Music Market (TIMM) program, where four experts discussed the current state of the Indian music market and important considerations for Japanese artists looking to enter it.

• Name: CEIPA × TOYOTA GROUP “MUSIC WAY PROJECT” Professional Seminar Flagship Series 1st Edition (India Edition) Supported by JETRO

• Date and time: June 11, 2026

Venue: Tokyo International Music Market (TIMM)

Performers: Hiroki Kawasaki (JETRO), Jenica Karla (JETRO), Lamprasad Sunda (YouTube India), Dristhi Bhatija (Universal Music India)

Organizer: CEIPA x TOYOTA GROUP “MUSIC WAY PROJECT”

Co-sponsored by: Japan External Trade Organization (JETRO)

[Post-event report]

■ Entering the Indian market, boasting an overwhelmingly young average age of 28: Four experts discuss practical approaches to making Japanese music "loved."

Hiroki Kawasaki (Senior Director, JETRO New Delhi Office), Jenica Carla (Assistant Director, JETRO New Delhi Office)

In the first part of the event, representatives from JETRO, YouTube India, and Universal Music India took the stage. Hiroki Kawasaki of JETRO defined India, with an average age of approximately 28, as a "highly profitable market boasting overwhelming youth," and suggested that "co-creation" with local companies will be essential going forward. Jenica Karla of the same organization explained that, against the backdrop of the widespread adoption of mobile-first technology due to inexpensive communication infrastructure and the recent popularity of Japanese anime, Japanese music is evolving to a stage where it is "loved" in India.

Ramprasad Sundar (Head of Artist & Label Relations, YouTube Music Partnerships)

Dristi Bhatija (Lead - Merchandise & Fan Engagement at Universal Music India)

Ramprasad Sundar of YouTube India explained the market characteristics where traditional culture and modern consumption styles merge. He cited the success of Fujii Kaze as a model case, pointing out the importance of resonating with the local spiritual culture and establishing a long-term presence. Dristhi Bhatija of Universal Music India also emphasized the necessity of localization, which was planned from the outset. He concluded that it is necessary to participate naturally in the local culture and build trust.

The second part of the event was a panel discussion, moderated by Takayuki Oki (Head of Global Business Department, Nippon Columbia).

In the second part of the panel discussion, practical approaches to the diverse and complex Indian market were discussed. Sundar and Bhatija emphasized the importance of steadily building a foothold through small-scale collaborations and club performances, rather than aiming for big success from the start, and cultivating a "small number of passionate fans."

Furthermore, a flexible approach that does not rely on a specific platform is required to cope with unique environments such as those where TikTok cannot be used. At the same time, Carla emphasized that while paying attention to rapidly growing regional cities, it is essential to be considerate of extremely sensitive areas such as religion and politics, and to respect the diverse modern India.

The key to J-POP breaking through the barriers of the Indian market, as suggested by the speakers, was the incorporation of "universal narratives" into songs and "collaboration" with Indian creators. Finally, the speakers agreed that "India is a hub where a vast number of creators and passionate fans coexist," and concluded that the shortest route to conquering the market is for Japanese artists to actually visit the country and experience that energy firsthand.

All Photo credit: (c) TIMM2026

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OTOMO / ORICON BiZ / JETRO短信 / Real Sound / Musicman