Shunsuke Muramatsu of Sony Music Entertainment (Japan) Discusses Accelerating Global Success for Japanese Artists
Shunsuke Muramatsu, Chairman and Representative Director of Sony Music Entertainment (Japan), has been recognized for the first time in Billboard’s Global Power Players list, which honors influential figures in the global music industry. His leadership has been pivotal in propelling the success of Japanese artists both domestically and internationally, with notable names such as YOASOBI, Creepy Nuts, and Kenshi Yonezu under his guidance. Muramatsu’s insights shed light on the evolving landscape of the music industry and the challenges ahead.
A Legacy of Leadership
Muramatsu’s career at Sony Music began in 2005 when he became president of Sony Music Records, which is now known as Sony Music Labels. In 2019, he ascended to the role of president of Sony Music Entertainment (Japan), and by 2026, he was appointed chairman. His selection for the Global Power Players list is a testament to his two decades of experience in nurturing hit artists.
Muramatsu emphasized the diverse functions of Sony Music Entertainment (Japan), stating that the company operates as a comprehensive entertainment entity. This includes not only music production but also artist management, event organization, and the creation of anime and games. He noted that the synergy among these various functions has been crucial to the company’s success.
Embracing Challenges and Opportunities
Muramatsu reflected on the importance of fostering a culture of creativity and resilience within the company. He recalled a time when he managed a small label, where the focus was on enjoying the work and actively seeking new talent. This approach led to his appointment as president, where he encouraged his team to embrace challenges. He stated, “If the new artist I’m managing right now doesn’t turn out to be a hit, I’ll resign as president,” referring to the artist ORANGE RANGE, who has consistently produced hits since their debut.
He also highlighted the historical context of Sony Music, which started as CBS/Sony Records in 1968. Muramatsu compared the early days of the company to “leaping naked into a dark ocean,” contrasting it with the current environment, where extensive facilities and systems are in place to support artists.
The Global Landscape and Future Goals
As co-chair of the Japan Business Federation’s Committee on the Creative Economy, Muramatsu has been actively involved in discussions about the future of Japan’s content industry. He noted that overseas content sales have surpassed traditional industries like semiconductors and steel, signaling a shift in focus towards creative content. He emphasized the need for a dedicated national organization to support various content sectors, including music, anime, and games.
Muramatsu pointed out that while overseas sales are currently around 6 to 7 trillion yen, achieving the government’s goal of 20 trillion yen by 2033 will require more than just organic growth. He called for effective utilization of the government’s supplementary budget and the establishment of a dedicated content organization similar to Korea’s KOCCA.
The Role of Live Events and Collaborations
Muramatsu shared his experience attending a Creepy Nuts concert in New York, where the audience passionately sang along to anime theme songs. He noted that leveraging anime is an effective strategy for increasing song visibility. He stated that approximately 80 to 90% of the top 100 Japanese songs listened to overseas are related to anime or games. He believes that live performances play a crucial role in converting casual listeners into dedicated fans.
Creepy Nuts has recently gained significant attention after performing at Coachella in 2026 and being recognized as one of the top acts by Billboard Magazine. Muramatsu expressed optimism about their potential for global success, drawing parallels with artists like Bad Bunny, who have successfully engaged audiences regardless of language barriers.
The State of the Japanese Music Market
The Japanese music market experienced an impressive growth rate of 8.9% in 2025, outpacing the global market’s growth of 6.4%. Muramatsu attributed this success to the recovery of physical media sales, emphasizing the importance of maintaining strong connections with fans. He noted that while streaming allows for long-term listening trends, creating hits that resonate with fans remains essential.
In discussing the concept of superfans and the unique “oshikatsu” culture in Japan, Muramatsu highlighted the significance of passionate fan engagement. He aims to host large-scale events that celebrate Japanese music and culture, further solidifying the connection between artists and their audiences.
Upcoming MUSIC AWARDS JAPAN
The MUSIC AWARDS JAPAN (MAJ) is set to take place soon, and Muramatsu reflected on the challenges faced during the previous year’s event. He noted a decline in the number of respondents expressing disinterest in music, which may indicate a positive trend. He emphasized the importance of capturing audience attention in an entertainment landscape filled with diverse options.
Muramatsu acknowledged that the MAJ has been a long-desired initiative within the industry, stating that he feels a sense of responsibility for its inception. He described last year’s event as a “test,” expressing satisfaction with its outcome while recognizing the need for further growth and international recognition.
This year, the MAJ will again be streamed on YouTube, with hopes of increasing its global visibility. Additionally, Muramatsu addressed the ongoing issue of performance and transmission rights for Japanese artists overseas, noting recent legislative progress aimed at ensuring fair compensation for artists.
As reported by www.billboard.com, the future of Japan’s music industry appears promising, with Muramatsu committed to nurturing talent and expanding the reach of Japanese music on the global stage.
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Published on 2026-06-18 23:03:00 • By FAME Delivered News Desk