About the CEIPA & TOYOTA GROUP MUSIC WAY PROJECT
CEIPA and the TOYOTA GROUP are pleased to announce their agreement to create new value through the MUSIC WAY PROJECT.
The market for entertainment content is expanding with lifestyle changes brought on by the COVID-19 pandemic and the rise of the streaming business, and Japanese culture is capturing international attention. As Japanese content continues to excite people around the world, CEIPA and the TOYOTA GROUP will co-create a pathway for young people who are pioneering the future of Japanese music to drive the fundamental globalization and sustainable growth of Japanese music: the MUSIC WAY PROJECT.
The MUSIC WAY PROJECT will focus on nurturing talent and creating opportunities for those who take on the world through music based on the slogan “Japanese music drives the world.”
This project will serve as a guide for young musicians by helping refine their talents so they can thrive internationally, including discovering talented students, training young people in the music industry, and holding workshops with creators.
The project will also create opportunities by promoting Japanese culture in Japan and overseas, including the use of TOYOTA ARENA TOKYO which will open this autumn, as well as organizing live performance showcases that share the appeal of Japanese music in cities in the U.S., Europe, and Asia. Furthermore, the project will collaborate with the TOYOTA GROUP’s overseas bases to support relationship-building activities that serve as a foothold for global activities. In doing so, the project will provide opportunities for young talent to play an even greater role.
CEIPA Chair of the Board Shunsuke Muramatsu commented at the press conference, “CEIPA was established by five major music organizations 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 Akio Toyoda added that, “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. Toyota vehicles have stories and music also has stories. What is even more interesting is that each person who drives or listens has their own story as well. We want to make cars more emotional, so I feel that Toyota has much more to learn from music.”
