Sony Music Entertainment and Universal Music Group have established a joint venture in Tokyo aimed at producing music festivals across Asia.<\/p>\n
The new company called NINE BY NINE Inc.<\/b> was established on April 1, 2026, and is headquartered in Shibuya. Ichiro Tamaki <\/b>of Universal Music Japan<\/b>, was named President of the joint venture, while Sony Music<\/b>\u2019s Hidehiko Otani <\/b>was named Vice President. They both serve as Representative Directors.<\/p>\n
NINE BY NINE will engage in planning and production of music festivals in Asia, and supporting Japanese artists seeking to expand internationally, according to a joint announcement.<\/p>\n
The partnership is an unusual one as both Sony Music and Universal Music are fierce competitors for artist and market share in Japan and globally.<\/p>\n
In a joint statement, the companies highlighted the increasing global attention for Japanese music, driven by Japanese anime and social media, as well as the success of overseas tours by Japanese artists.<\/p>\n
\u201cWith inbound tourism focused on music experiences also thriving, the importance of platforms for showcasing the Japanese music scene to a global audience is increasing,\u201d they said.<\/p>\n
\n“SME and UM have established a new company, NINE BY NINE, to combine the knowledge, expertise, and global networks that both companies have cultivated over many years in the entertainment field, and to jointly host Japanese music festivals, primarily in the Asian region.\u201d<\/p>\n
Sony Music Entertainment and Universal Music Group<\/span><\/p>\n<\/blockquote>\n
\u201cAgainst this backdrop of changing market conditions, SME and UM have established a new company, NINE BY NINE, to combine the knowledge, expertise, and global networks that both companies have cultivated over many years in the entertainment field, and to jointly host Japanese music festivals, primarily in the Asian region.\u201d<\/p>\n
NINE BY NINE’s first event is scheduled for 2027, although the companies have not announced a location or the artists involved.<\/p>\n
Sony Music and UMG also didn\u2019t disclose the ownership split between the two companies, or their planned scale of investment.<\/p>\n
<\/div> <\/div> <\/p>\nThe companies said: \u201cBy developing high-quality live experiences and effective promotions, primarily in the Asian region, we will create opportunities for local fans to connect with Japanese artists and support the long-term success of Japanese music.\u201d<\/p>\n
They also hinted at plans to promote the expansion of partnerships with other companies.<\/p>\n
Sony Music\u2019s Japan office is led by President and CEO Atsuhiro<\/b> Iwakami<\/b>, while UMG\u2019s Tokyo office is led by President and CEO Naoshi<\/b> Fujikura<\/b>.<\/p>\n
Both Sony Music and UMG have sharpened their focus on the Japanese market in recent years. Sony Music, whose parent company Sony Group<\/b> is headquartered in Japan, had indicated plans to bring Japanese-language music to global audiences.<\/p>\n
<\/div> <\/div> <\/p>\nIn an exclusive World Leaders interview, Manubu Tsujino<\/b>, Representative Director & President, Sony Music Labels<\/b>,\u00a0told MBW<\/a> in 2024: \u201cWe have long believed that for Japanese music to make its way into the global market\u2026 The global strategy for Japanese music has just begun. I believe that rather than focusing on a one or two-year perspective, we need to aim for a five or 10-year outlook.\u201d<\/p>\n