Japanese Label Avex Is Taking a Page From K-Pop’s Playbook to Crack the U.S. Market

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Tokyo-based label Avex is now signing artists like Sadie Jean and writers like Harv, who co-wrote Justin Bieber's 'Peaches.'

One challenge is working both globally and locally. “There’s that double edged sword where we’re always thinking strategically about how to bridge that gap [between Asia and the U.S.], because there’s a lot of cross over,” Thomashow, Avex USA’s senior vp, tells, sitting with Osada by the Avex House pool one morning. “And that’s whether it’s our U.S.

’s “Butterfly Effect” has 120 million hashtag views on TikTok, and the artist has more than 322,000 monthly listeners on Spotify. In finding rapid streaming success for newer artists, the label, says Arkwright, “is doing something that major labels, in my opinion, kind of wish that they could do with that kind of efficacy.”Silverstein has built a relationship with Avex founder and chairmanback in Japan, but credits Osada for the initial progress out of Los Angeles.

Osada, who was previously in charge of corporate venture capital for Avex back in Tokyo, also oversees Avex USA’s Future of Music Investment Fund, which has $25 million to spend on seed and Series A startups, mostly music-tech companies like WaveXR, a VR music platform that created Bieber’s 2021 avatar concert. He sees his Avex USA role as “half investor, half music executive.

The Koreans labels have also been making moves in the U.S. over the past few years. JYP Entertainment and HYBE, home to BTS, have

 

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