Musicbusinessworldwide.com
In a rare show of alignment between two global rivals, Sony Music Entertainment and Universal Music Group have launched a joint venture in Japan aimed at scaling live music experiences across Asia.
The new Tokyo-based company, NINE BY NINE Inc., was officially established on April 1 and will focus on producing music festivals while supporting the international expansion of Japanese artists. Headquartered in Shibuya, the venture will be led by Ichiro Tamaki of Universal Music Japan as President, alongside Sony Music’s Hidehiko Otani as Vice President.
The partnership stands out in an industry typically defined by competition, particularly in Japan, one of the world’s largest and most tightly contested music markets. But both companies are betting on a shared opportunity: the accelerating global demand for Japanese music and culture.
In a joint statement, Sony Music and UMG pointed to the rising international visibility of Japanese artists, fueled by anime, social media and increasing outbound touring activity. At the same time, inbound tourism tied to live music experiences has grown, creating new demand for large-scale events.
By combining their global networks, infrastructure and market expertise, the two majors aim to create high-impact live events that connect regional audiences with Japanese talent, while also building pathways for those artists to break internationally.
The company’s first festival is slated for 2027, though details around location, lineup and investment scale have yet to be disclosed.
The move reflects a broader shift in how major labels are approaching global growth. Rather than relying solely on recorded music and streaming, companies are increasingly investing in live experiences and cross-market collaborations to build cultural momentum.
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