NHK's music program "NHK MUSIC SPECIAL" will broadcast "J-POP: A Challenge to the World" from 10 pm on May 8th. Under the theme of "Why is the world crazy about J-POP right now?", the show will take a look behind the scenes and interview overseas fans.
The MUSIC AWARDS JAPAN 2025, Japan's largest international music awards, will be held for the first time in May. We took a look behind the scenes at two international events organized by the Culture and Entertainment Industry Promotion Association (CEIPA), the organizer of the awards, to promote Japanese music to the world.
First up was "matsuri '25," an event held in Los Angeles by some of Japan's top artists. The performers were Ado, Atarashii Gakko!, and YOASOBI. The event was a huge success, with over 7,000 local fans gathering and going wild for the performances of the three acts. Since the COVID-19 pandemic, Japanese music born from anime and vocaloid culture has become increasingly popular in Los Angeles, and the program follows the fans who gathered at the event. We interviewed them about why they're so crazy about J-POP right now.
We covered SXSW (South by Southwest), one of the world's largest business conferences and festivals focusing on music, film and interactive media, which was held in Austin, Texas around the same time as "matsuri '25." This year, 21 artists from Japan participated in the music showcase at SXSW, the largest number ever. We followed the daily challenges of artists who are working hard to get out of Japan and seize opportunities in the world.
The program will also closely follow the announcement of the nominees for the "MUSIC AWARDS JAPAN 2025." It will also introduce the highlights of the awards, which are gaining in anticipation as the ceremony approaches.
