Music Leaders Push Japan’s Global Reach
A Visionary at the Helm
Shunsuke Muramatsu, CEO of Sony Music Japan, has been hailed as a top global influencer in the music industry. Under his leadership, the company has signed and nurtured breakthrough artists like YOASOBI, Creepy Nuts, and Kenshi Yonezu—names that dominate Japanese and international charts. Muramatsu’s philosophy? "Blend innovation with tradition." He empowers his team to experiment, fail, and evolve, fostering a culture where creativity thrives.
Beyond Records: A Powerhouse of Content
Sony Music Japan is more than a record label—it’s a multifaceted entertainment empire. From artist management to anime production, game collaborations, and live concert operations, the company shapes the cultural landscape. Muramatsu’s strategy hinges on repurposing existing content rather than starting from zero. "Processes drive growth," he asserts, emphasizing scalability and repeatability as the backbone of success.
A Career Built on Bold Moves
Muramatsu’s journey began in 2005 as President of Sony Music Records. By 2019, he ascended to CEO of Sony Music Entertainment Japan, and in 2026, he took the reins as Chairman. His early tenure was marked by a high-stakes gamble: he vowed to resign if his first major signing, ORANGE RANGE, failed. The gamble paid off—instant hits cemented his reputation. For Muramatsu, team confidence outweighs sales numbers—a mindset that fuels long-term ambition.
Japan’s Content Ambition: A 20 Trillion Yen Goal
Japan has set an audacious target: ¥20 trillion in overseas content revenue by 2033. Current music exports stand at ¥6–7 trillion, leaving a massive gap. Muramatsu calls for a centralized content agency, modeled after Korea’s KOCCA, to unify efforts across music, anime, and gaming. "Collaboration is key," he argues, pointing to Aniplex, Sony Music’s anime arm, as a strategic advantage in global expansion.
Live Performances: The Gateway to Fandom
Muramatsu understands the power of live experiences. Creepy Nuts’ 2026 Coachella performance—where anime-inspired tracks had New York crowds singing in Japanese—proves that concerts transcend borders. Many overseas fans first discover music through anime or games, and live shows deeply embed artists into their lives.
The Domestic Boom: Physical Media’s Lasting Appeal
Japan’s music market grew 8.9% in 2025, driven by physical media sales. Muramatsu champions packaged products as a way to sustain fan engagement and highlight timeless tracks. He distinguishes between:
- Superfans—who invest heavily in merchandise and experiences.
- Oshikatsu—a uniquely Japanese blend of spending, community, and cultural participation.
The Music Awards Japan (MAJ): A National Stage for Global Recognition
The Music Awards Japan (MAJ), launched as a "year zero" event, aims to elevate Japan’s music prestige on the world stage. With YouTube streaming and a new copyright law in development—one that ensures artists earn royalties from overseas venues—MAJ could become a cornerstone of Japan’s cultural diplomacy.
A Leader with Unmatched Influence
Muramatsu’s roles as Chairman of the Recording Industry Association of Japan (RIAJ) and CEIPA underscore his industry-wide impact. He envisions MAJ as a catalyst for global recognition, where one well-executed event could reshape Japan’s music narrative and inspire artists worldwide.
