Pony Canyon’s global expansion: A new era for Japanese music and anime

The rise of Pony Canyon USA

When you delve into the world of anime soundtracks, one name stands out: Pony Canyon. This entertainment giant has been a cornerstone of the Japanese music scene since the 1960s. With the advent of streaming platforms and the growing popularity of non-English music, Pony Canyon is now poised to make a significant impact on the global stage. The official launch of Pony Canyon USA at JAPAN HOUSE Los Angeles on July 3 marks a pivotal moment in this journey. With strategic investments in new offices and local hires in Los Angeles and Taipei, the company is gearing up to introduce its rich musical heritage to a broader audience.

A new era of music consumption

A decade ago, the idea of non-English music dominating global charts seemed improbable. However, the digital age has revolutionized how we consume music. Platforms like Spotify, YouTube, and even TikTok have dismantled geographical barriers, allowing artists to reach audiences in countries they’ve never visited. This shift has created a cultural zeitgeist where the origin and language of music are no longer decisive factors in its popularity. This trend has paved the way for Pony Canyon’s ambitious global expansion, aiming to introduce Japanese music to international listeners.

The TikTok phenomenon

Recent months have seen TikTok breathe new life into Miki Matsubara’s 1979 hit, “Mayonaka no Door ~stay with me”. Released by Pony Canyon, this R&B and disco-infused track has resonated with a new generation of listeners, many of whom may not have been fans of anime or Japanese music initially. This phenomenon underscores that language barriers are becoming increasingly irrelevant in music appreciation.

The synergy of music and anime

Pony Canyon’s success is often attributed to its strong ties with anime. A recent example is the release of Kinnikuman on Netflix in July. However, the company’s real strength lies in its ability to seamlessly integrate high-quality music into well-crafted anime narratives. This synergy has allowed Pony Canyon to dominate a market where many entertainment companies treat music and film or anime as separate entities. By unifying these elements, Pony Canyon has produced iconic anime like “Attack on Titan”, featuring music from their roster, including the reggae punk band SiM with their track, “The Rumbling.”

Independent and flexible

As an independent entity, Pony Canyon enjoys the flexibility to forge high-quality partnerships worldwide without the constraints of legacy subsidiaries. This independence allows them to tailor their distribution strategies and collaborations to meet the unique demands of each artist or market. This nimble approach has facilitated high-profile collaborations, such as the one between BAND-MAID, a punk-rock girl group, and Mike Einziger, the lead guitarist for the American band Incubus.

A vision for the future

Takashi Yoshimura, a key figure at Pony Canyon, articulates a bold vision for the company: “My dream, which I want to set as a goal for Pony Canyon, is this: For music, it’s to have our artists and songs win a Grammy Award. For anime and visual content, it’s to produce works that can win an Academy Award. By achieving these, we aim for Pony Canyon to become a global company in 5 to 10 years. This is our biggest goal and dream.” With new offices around the world and an increasing pipeline of content from Japan to global fans, Pony Canyon is well-positioned to turn these dreams into reality.

The road ahead

Pony Canyon’s journey from a dominant force in the Japanese music scene to a global entertainment powerhouse is a testament to its innovative approach and strategic vision. By leveraging the power of digital platforms and breaking down cultural barriers, the company is set to introduce a new era of Japanese music and anime to the world.

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