Summary data for Japanese artists who conducted overseas promotional campaigns in 2023 has been released.
The data, made public by Vegas PR Group, a global PR agency specializing in multilingual PR and marketing for entertainment content and intellectual property (IP), compiles the placement rates of news articles covering overseas PR for domestic artists handled by the agency.
Dividing the coverage regions into North America, Central and South America, Chinese-speaking regions, Asia-Pacific, and Europe, the region with the highest overall placement rate was North America at 35.1%, followed by Europe at 24.2%. Additionally, detailed data categorizing domestic artists into the genres of “J-POP,” “Idol,” and “Rock” was also disclosed.
In the J-POP genre, North America accounted for approximately one-third of the placements, followed by Europe and Central/South America. When examining the promotional activities for individual artists, press releases about a Japanese artist based in London who performed at Coachella in 2022 showed prominent coverage in North America and Europe. However, by covering popular artists’ songs in Central and South America, particularly in Mexico, the artist gained significant coverage in that region as well. It became evident that incorporating popular artists from specific regions into promotional strategies is effective in increasing fan engagement and media exposure in those areas.
Furthermore, in the idol genre, while exposure in North America was the highest, exposure in the Asia-Pacific region exceeded 30%, and when including the Chinese-speaking region, the placement rate was nearly equivalent to North America. This indicates the strong presence of idol culture in the Asian region. Notably, news related to Vtubers, a subgenre of idols, had a significantly higher placement rate in Asia at 43.4% compared to other regions. This aligns with the fact that the top-ranking countries for searching the term “Vtuber” on Google Trends are predominantly in Asia, emphasizing the strong affinity of Vtubers with the Asian audience.
On the other hand, in the rock genre (including metal), Europe led with nearly 40%, followed by North America and then Latin America. The broad popularity of anime in Latin America, coupled with the frequent use of rock band songs as anime theme songs, likely contributed to the consistent coverage of news related to artists involved in anime theme songs in Latin America. Additionally, in the metal genre, there was a notable trend of higher placements in European countries, particularly in the Netherlands, France, and Russia.