Adapting as a J-POP Music Industry in the Reiwa Era

Abstract

This study aims to investigate how individuals adapt in becoming J-POP artists in the transition the Reiwa era. Utilizing a document research approach, this study contains information from literature reviews on Japanese J-POP music Industry and statistics on streaming platform. The focus is on analyzing changes and developments in J-POP artists' trajectories from the Heisei era to the Reiwa era, considering economic and societal shifts.

            In summary, this study reveals that the presentation styles of J-POP artists have become significantly more diverse in response to the changing preferences of society. The most popular platform for accessing J-POP music is Streaming on YouTube, attributed to its ease of access without registration or fees. The high viewership on YouTube also reflects the popularity of the artists. Additionally, new artist formats such as Vocaloid, VTuber, and Utaite have emerged, contributing to a cultural shift that includes cosplay, manga, and magazines, generating additional income in the current Media Mix of J-POP industry. This study suggests that the article may be beneficial to those interested in the diversity of J-POP artists arising from economic and societal changes in Japan.