Category Archives: business

Basics of overseas market capture

From now on, it should not be closed only to the Japanese market. Overseas should also be active at the same time. I would like to organize the way of thinking about music activities overseas.

Create “Tribe”.

It is natural, but overseas activities have disadvantages compared to activities in Japan. Even if you do a live, you won’t be able to sell it because there are no artists’ friends. The weak point is that there is not enough information to choose what to do, such as media choice and live house selection.

How do you grab a certain number of early fans and how do you access users ? The initial task is to create the first “Tribe” that supports the artist and the song.

Fortunately, Japanese artists have a context of cool Japan. It is a fact that the word “Cool Japan” is attached to the word, so if you hate it, you don’t have to use it. In short, quite a few users like Japanese pop culture represented by animation, comics, games etc. It means that you are in the world. There is no way not to use this context.

People who do not know the circumstances of foreign countries argue that “I do not want to be confined to Japan.” “Well, what do you start out and get interested?” I think. The world of international competition is not as easy as Japan. There is exactly a fight. It is true that the power of the Japanese government is weaker than in other countries, but the idea of ​​“it does not require because it is cool” is just like Japan’s island nationality. If you are confident in your artist or work, you should use all that is available and increase your exposure opportunities.

What I want you to know is that niche genres have networks globally. For example, metal rock, dance music such as house etc… has connections all over the world. There are many active visuals bands in overseas because the combination of warp and weft of otaku culture and rock scene is easy to build.

Global niche and Japanese pop culture. Let’s make a tribe and be conscious of these two things.


Define the music business


A music business is a business activity that gives users the satisfaction of their mind through services related to music and receives compensation.

As far as “music related services”, there are currently four types of products available. In other words, sound source, live (performance), goods, fan club (FC). The possibility of changing in the future is not zero, but in the present situation it may be considered that these four types.

By delivering these four services and products, users gain their minds. In other words, you get satisfied. There are various forms of fulfilling desires, such as being inspiring, communicating, and stress emanating. In any case, it is the basics of the music business that you get the money by getting the customer satisfied.

The music business is not CD sales. Although four types of services and products related to music were listed, this means that there are three services besides CD sales (sound source sales). However, unfortunately, it is still true that many people still think that “the music business is selling CDs”.

Certainly, about 20 years ago, the music industry was mainly selling CDs (that is, record companies), and the general idea was that live, goods and fan clubs were like extras. It is a feeling that it is a promotion and not a place to make money. It was the feeling that money was received from a record company.

But now that’s not the case.

The revenue structure of the music business is changing from relying on sound sources (CD sales) to emphasizing live, merchandise sales and fan club operations. The days when the recordings created and recorded in the studio had great value had passed by now. You should be aware of this as a premise. However, there is no loss of sound sources, but although the balance changes with the times, these four should not be lost, please think that it is a necessary thing.

Think about social media marketing


First, consider the difference between social media marketing and mass marketing and online advertising. If social media marketing is compared to rice cultivation, it is suitable for “growing” and “rice planting”. In other words, mass marketing and online advertising are good for “harvest”. In other words, mass marketing and net advertising “make today’s sales”, and social media marketing is “make tomorrow’s sales”.

The important thing is to understand the difference in roles. If you do something like mass marketing, it will fail on social media. You should not be confused because the measures, methods, and tools are different. Each one is different. That is why it is important to be aware that each role is shared.

Social media is the place where consumers are the leading role.

So how do artists, record companies, etc. in their social media do marketing? First of all, “one-way information transmission” is NG. It appears prominently even if it sends out content information one by one. What you don’t like in the real world is hated in social media as well. And that is the same not only for artists and record companies, but also for users. Just as there is a law in the real world, a law also exists in social media. You may not understand this sense, but it is also the difference between “I know” and “I use” mentioned at the beginning. (Even if you use it, you may be distributing information with mass media idea).

The key to marketing with social media is to take a closer look at the consumer, to get close and engage with them. In other words, it can be considered as a good place to use as a place to create long-term relationships and engagement with users. Social media marketing tends to look at sales and awareness in the short term, but in fact it is important in social media marketing to create the trust that is nurtured and nurtured over time.

As social media marketing is a consumer-oriented place, it will require more different communication than traditional mass-marketing approaches.

By the way, social media is a place to deepen engagement with consumers, but social media is a place to deepen engagement with consumers, but when trying to carry out something promotion or information using that social media What we expect is the propagation of word of mouth. But this word of mouth is not really one.

Energy that enthusiasm wanders the other

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Even if you don’t have money or connections, deepening human relationships will lead you someday.

It’s your enthusiasm to be a stronger ally to market your label and work that you have created yourself. If you have scarce funds and do not know how, you may say that only enthusiasm remains.

The enthusiasm motivates oneself and has the power to overcome high walls. If you have a strong conviction and passion that you want to put the music you made into the world and want to express yourself in the music, your motivation will be enhanced, your confidence will be enhanced, and it will be communicated to the other party.

When meeting the people in charge of the existing label, it is important to express the love you have for your music. Even if you don’t have the money, you don’t have to have business connections. The other party also likes music, so you should be able to stand and talk on the same floor.

You may receive various questions from the other person, but at that time it is about answering honestly, without looking good. For example, you may be asked about the number of performances and the number of mobilizations, but  it is the stupidity that you can listen to the number of live you have never done before. Some exaggeration may be necessary to attract the other’s interest, but if a lie lies later, the credit will fall off and it will not be a deal.

Because the industry is narrow, rumors such as “I can’t trust that indie label” quickly spread, and you can’t sell to other existing labels. Rather than giving an overturned answer or giving an over-expression to show you well, what you don’t know is to say “don’t know” and to convey that clearly if you do not have a track record such as live. You can just throw away the ridiculous pride and honestly talk about your own music or how you want to develop your label in the future.

For example, if you hide the lack of sales results, and appeal only the “merits” part, the other party will not be convinced, and the skin of the ghost will come off immediately even if the description is fine. The other person is sensitive to whether the person being marketed is talking seriously. The other party feels “OK” when it shows that they are serious about working on the music business.

If the person in charge of the other party feels that “I hear something merits, but I can not understand something,” the deal will not be complete.

The enthusiasm of the selling side and the way of explanation strike the other’s mind. Ofcourse, you should be passionate about making music, and these negotiations are commonplace. Rather, it can be said that every day is a series of negotiations.

Since business is something that people do, we need to value the relationship between people. Be sidelined with ad hoc liars and start trading always get hurt somewhere.
Business consists entirely of “trust” between people and is based on the principles of good faith, honesty, and trust. In the end, know that there is no way to make your business a success except to talk about the facts.

Internet distribution, sale by mail order

sergey-zolkin-192937-unsplash.jpgHow to sell via internet distribution or mail order

Mail-order and download sales using the Internet are growing rapidly, and are the sales methods that major vendors are watching. However, at this stage there are not many places that have been successful. In the music industry, we anticipate that the market share will increase in the future, but it is likely to take a long time.

Net mail order and net delivery are basically different. Internet mail order is a so-called mail order, launching a home page, it is a sales method to deliver CD directly if there is an order. Internet distribution lets you download the sound source from your computer. In the future, Internet distribution has the potential to make a major return to music distribution, so it is good to adopt such a sales form.

However, even if you open the home page individually, the number of accesses is limited. It is necessary to set up a lot of items of sound source that can be provided by recruiting friends and collaborating with the place that is doing the online mail order and distribution in advance. Also, in order to get access many times, it is the point to replace the songs one after another.

For current young listeners, there is a tendency to find and buy the song recommended by a friend by chance at a record store, although Internet mail order is certainly useful, but it seems that it will take a little more time for the internet business to become established regarding music.

A message from listener from Pittsburgh, U.S.A.


The following message was sent to me through the contact form on my Bandcamp page.


I am a music blogger from Pittsburgh (the blog is called Bored In Pittsburgh); I post daily about songs I’ve been listening to, be it old favorites or new releases. I found your song “bright & solemn” on Bandcamp today and really liked it (and also thought the concept of live coding music was interesting), so I did a quick post about it. I’ll provide a link to the post and to the blog in case you’re interested in checking it out or sharing with others.

Thanks for the time and for the music!



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Indies are one of global trends.

Only because you are Indies, you can freely play the music you want to do. Indies can be described as a music business with no commercial restrictions. You can focus on music without being aware of commerciality. You will not be bound by a variety of annoying contracts. In the case of major labels, you can get backup such as costs and promotion related to production, but there are various regulations including contract side. And before that, it needs to be commercially successful to some extent. In other words, you have to accept various instructions and requests from third parties for the music you want to make. A major is also a world where you can not do what you like. Because of this idea, some artists are reluctant to belong to the major, and some artists insist on indies. Conversely, some people leave from indies as a step towards becoming a major in the end. 

It is not a business priority, but the idea of “music first” is the way of thinking that forms the basis of indies. Such indies music, which is more interested in the success of self-fulfillment than commercial-based success, is becoming a global trend. There are no success rules or restrictions in the indies world. If you make the music that you want to do, and the response to it, your existence is recognized and you can achieve your own realization. First of all,  the purpose of “music” is to enjoy the sound. It goes without saying that it is desirable to be free to enjoy the sound and be unconstrained. However, when it comes to “business”, it is necessary to consider costs and benefits to pursue profits. There is no doubt that “money” is related to it. Indies are free to use any methods to make music. Therefore, it is difficult to make music as you like, and if you want to be an artist who wants to play music freely, you will not be able to play music purely. If you don’t like making such music, you have to seek an environment that is free of restrictions. It can be said that the place is “indies”.


What is Indies?

Indies is a single-man record company that produces music independently of a record company. 

How should we define “indices”? Generally, it is said that “indie” will be “Independent” = abbreviation of independence. So, what are you going to be “independent” from? As far as the music industry is concerned, people who pursue free music are collectively called “indies” to pursue freedom of music and independence of music creation. In other words, think of producing music independently from a record company. To put it more simply, it is a self-produced CD, which means making a CD at your own expense. At so-called major record companies, at record companies, record companies support artists in many ways.

For example, a recording company pays for the recording cost, which is said to be 10,000 dollars per song, and it asks various composers and lyricians to create music. Of course, we will prepare recording studios and engineers, as well as the instruments and amps used by artists, and ask jacket designers for professional design. Then, the record company distributes the produced CD to the CD shop and backs up sales promotion for fans. There are times when it is not possible to measure the merits of selling CDs at majors, as they can tie up with commercials and broadcast advertisements.

On the other hand, when selling CDs on indies labels, of course, there is no such support. Indies is just a form of business, not a genre of music. In other words. You don’t belong to a major record company with indies, but you can think of it as a label that produces, distributes, and collects all the sound source. It can be said that “a record company that even one person can do”.

Just because it’s indies doesn’t mean that the level of music itself is low, nor does it fall into the category of indies because it’s generally unacceptable music. For example, even if it is enka or a children song , it can be said that it is indies if the business form is “independent” that has drawn a line with the major. It may be called a minor label with respect to major labels, but a minor label is a small record company, and the form of indies originally existed in the United States. Because the United States has a large land area, there are indie labels in each area, such as only a specific town or only a state, and it was common sense to first release records from such a label. Then, when local radio and FM stations were streamed and hit, so-called major labels jumped up and became a system to be released nationwide.

In this way, in the United States, most of the companies have record companies in each area, and the form of “indies” has been accepted as a matter of course.

Business model makes profit

 Let’s look at the business model of the music industry.

 First, 「①create a music work」, 「②artists perform it」,「③recording and make a master (original data)」, and「④duplicate it and distribute it in the form of CD and Internet distribution」.  As a result, it will reach the consumer’s hand and produce satisfaction, and it will only make money if it is paid. In this series of flows (flows), it does not mean that only one company is engaged, but it is established that various people are involved little by little. In particular, many creators are involved in distributing good music.

 Creative work is a formless thing, so if someone admits some value and pays money, they can not make a doller. It is after the wisdom and sensibility of many people, and the impersonal effort that we can enjoy, be moved, and healed listening to music works.

Although the value of music is invisible, copyright is guaranteed to create a mechanism for paying money for the work of those involved.

Essential Change due to Clouding

 Content clouing is a service that puts music on the Internet so that users can listen to it anytime and anywhere. There is no need to download it to your own smartphone or PC, but streaming services are at the center. This success and listening is the business model of a cloud-based streaming service that accesses and listens on the cloud. The business model of cloud streaming service is to control and control this “access right” by accessing and listening on the cloud. There is no idea of ​​copying from the master here. Before the subscription or free fee billing method, let’s grasp the fundamental change of the business provided to the user in the first place.