Japan’s Music Finds the World: How Streaming and Fandoms Are Powering a New Global Chapter
Japan’s music scene is entering an exciting new chapter. Long known for its strong physical sales and passionate fan culture (or oshikatsu), the market is undergoing a thrilling transformation. Streaming is steadily gaining ground and finding broader resonance—not just as a new way to listen, but as a gateway that’s opening doors to even more global interest and discovery.
This momentum came to life at the recent inaugural MUSIC AWARDS JAPAN, where Spotify—proudly serving as the show’s voting partner—reaffirmed its long-term commitment to Japan and its role as a strong ally to the industry.
“Japan has always had one of the most unique and influential music cultures in the world,” said Gustav Gyllenhammar, Spotify’s Vice President, Markets & Subscriber Growth, who attended the awards in Kyoto. “As streaming takes deeper root in Japan, it’s doing more than transforming local listening: It’s amplifying the cultural reach of Japanese music and meeting a global audience that’s hungry for it.”
Japan sits at a unique crossroads of cultural heritage and digital innovation, with its music, language, and culture resonating even more deeply worldwide and well beyond the traditional gateway of anime.
“What we’re seeing now is that the sound of Japan going global is more diverse than ever before,” said Joe Hadley, Global Head of Artist Partnerships at Spotify, who also attended Music Awards Japan. “From J-pop and hip-hop to city pop and Vocaloid, it’s not one genre or style breaking through—it’s the full spectrum of Japan’s creativity finding fans around the world.”
Global superstars like Megan Thee Stallion and LISA are proof of Japan’s growing cultural influence, seamlessly weaving the language and cultural references into hits like “Mamushi” (featuring Yuki Chiba) and “Rockstar,” with its playful “Lisa, can you teach me Japanese / I said hai hai.” Japan’s sound is no longer niche, but actively inspiring artists and listeners globally.
And this is clear in the data we see on Spotify.
In 2024, nearly 50% of royalties earned by Japanese artists came from outside Japan, with most of that from songs performed in Japanese. This signals more than curiosity; it’s an embrace of Japan’s cultural identity and proof that Japan’s sound is inspiring the world.
This momentum is part of a much larger movement for music. In 2024 alone, Spotify paid out a record $10 billion to the music industry, bringing total payouts to nearly $60 billion and helping drive the industry’s revenue to double over the past decade. As streaming continues to scale around the world, markets like Japan—with deep creative roots and growing digital adoption—are poised for powerful, accelerated growth.
“This moment shows what’s possible when Japan’s creativity meets global opportunity. We’re proud to partner with CEIPA, the organization behind MUSIC AWARDS JAPAN, to accelerate this momentum and help Japanese artists reach even more global listeners,” said Tony Elison, Managing Director of Spotify Japan.
That vision is shared by Japan’s cultural leadership.
“MUSIC AWARDS JAPAN marks a major step toward establishing Japan as a global creative hub. What matters most is that the music is made from Japan—grounded in Japanese vision, yet open to the world,” said Shun Tokura, Commissioner of the Agency for Cultural Affairs. “Through streaming platforms like Spotify, the artistry and authenticity of Japanese music—regardless of genre—find global resonance. We’re excited to deepen collaboration that elevates Japanese culture and powers its growth as a globally recognized force in creativity.”
To understand how this global momentum is playing out firsthand, we caught up with pop trio Number_i, who are fairly new on the scene and drawing more than 1.4 million monthly listeners on Spotify. The group reached number four on Spotify’s Top Albums Global Debuts chart with the release of its first full-length, No.Ⅰ, and are scheduled to perform at the Head in the Clouds festival in LA in early June.
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First, how did it feel when your song “GOAT” won first place in the Spotify-established category “Best of Listeners’ Choice: Japanese Songs powered by Spotify” at MUSIC AWARDS JAPAN?
Yuta Jinguji: We’re honestly so happy. I never imagined something so amazing would happen when we released “GOAT.” It really makes me happy, just knowing that people are listening to it and saying they like it.
Sho Hirano: We’re truly grateful.
Yuta Kishi: Thank you so much!
You’ve collaborated with Spotify in various ways since your debut in 2024. Are there any particularly memorable moments from your work with us?
Yuta Jinguji: We made it onto a lot of charts, and that really stands out in my memory.
Sho Hirano: Yeah, it’s definitely something we remember.
Yuta Jinguji: Honestly, it felt unreal. Like, “Really? That much?” It was surprising.
Yuta Kishi: Also, we got to visit Spotify Tokyo Office right around the time of our debut. That was a big moment, too. Things like that really stick with us. It was a special experience.
The bottom line is clear: Spotify is a long-term partner to Japan’s vibrant entertainment economy. To Spotify, Japan is a dynamic contributor to the future of global culture and digital growth. The world wants to hear more of Japan, and we are thrilled to be a part of that journey, supporting the artists who are shaping it.
Check out the official MUSIC AWARDS JAPAN playlist to start your discovery journey into Japan’s vibrant music scene.
