Japan’s Culture and Entertainment Industry Promotion Association (CEIPA) and the TOYOTA GROUP have announced the MUSIC WAY PROJECT, a new initiative designed to support Japanese artists internationally through talent development and global live showcases. At a press conference in Tokyo on February 25th, representatives from both organisations unveiled the project and outlined their plans to strengthen Japan’s presence in overseas music markets.
The MUSIC WAY PROJECT will focus on two key areas: education and live showcases. CEIPA and the TOYOTA GROUP will host student and professional seminars, along with the Co-Write Global CAMP, where Japanese and international songwriters collaborate. The initiative will also establish performance platforms in major cities, including Los Angeles, London, and Bangkok, while utilising the new Toyota Arena Tokyo, set to open later this year.
CEIPA will kick off its first major showcase event, matsuri ’25: Japanese Music Experience LOS ANGELES, later this month. Organised in collaboration with Coachella creators Goldenvoice, the event will take place at the Peacock Theater and feature top contemporary Japanese artists Ado, ATARASHII GAKKO!, and YOASOBI.
RELATED: What is CEIPA? The organisation behind matsuri ’25 and MUSIC AWARDS JAPAN
CEIPA Chair of the Board and Sony Music Entertainment Japan CEO Shunsuke Muramatsu described the collaboration as a step toward internationalising Japanese music:
“CEIPA was established by five major music organisations to expand Japan’s entertainment industry and promote it globally. We want to prepare a path for the young people who will pave the way for the future of Japanese music to connect across borders. To achieve this, we will develop projects that promote the creation of people and opportunities necessary for this purpose. Mr. Akio Toyoda is the strongest and most powerful supporter of our project, who shares our vision and is willing to lend us his strength.”
TOYOTA GROUP representative and Toyota Motor Corporation chairman Akio Toyoda framed the company’s involvement as part of a broader commitment to strengthening Japan’s global influence:
“When I was President of Toyota Motor Corporation, my driving force was my love for Japan. I hope that Japan will continue to be a country that is needed by the world. When I learned that Japanese entertainment is also trying to compete globally for Japan, it made me genuinely want to support it.”
With matsuri ’25 fast approaching, CEIPA and the TOYOTA GROUP are expected to announce further showcase events in the coming months. The opening of Toyota Arena Tokyo this autumn will also provide a new domestic venue for internationally focused performances.
By combining industry training, songwriting collaborations, and live performance opportunities, the MUSIC WAY PROJECT aims to create new pathways for Japanese artists to expand their careers overseas.
