Believe Japan LLC announced the launch of PLAYCODE, a new service designed to further stimulate the growth of the hip-hop scene in Japan.
Believe is a digital music company headquartered in France that provides consulting, music distribution, and promotional support to artists and labels, and has developed support for over 1.3 million artists in more than 50 countries, including France, the UK, Thailand, and the Philippines In 2015, the music distribution service TuneCore.
Believe Japan LLC will be established in March 2023 as the Japanese branch of Believe to develop and support artists and labels in various music genres by career: TuneCore, Believe Labels & Artists Solutions, through its three brands, Believe Artist Services.
PLAYCODE, which was announced this year to discover/develop independent hip-hop artists and provide marketing support, will offer a full range of services, including the development and execution of marketing strategies that leverage genre expertise, data analysis and audience development using in-house developed technology, as well as financial Through partnerships with more than 150 digital music platforms, including Spotify, PLAYCODE will help artists bring their music to a wider audience. In line with Believe’s four core values of respect, fairness, expertise, and transparency, the company also provides support that differs from traditional music agencies and labels by respecting artists’ independence, musicality, and musical activities.
For a long time, I have eagerly awaited an opportunity to earnestly support Japan’s independent hip-hop artists and contribute to the evolution and growth of this genre both domestically and internationally. Having been involved in producing independent hip-hop crews that have thrived both nationally and internationally, I deeply understand the significance of supporting artists in such a framework. Therefore, I feel that this moment, where we can take this new step forward, is highly meaningful.
Mari Ochiai (General Manager of Artist Services)
‘PLAYCODE’ focuses on establishing close relationships with partnered artists, deeply understanding their artistic expression, and building a foundation for them to assert a strong and unique position as artists. By fostering relationships with artists that are open and transparent, combining them with our expertise, I believe we can create unprecedented synergies not only in the domestic Japanese market but also in international markets. To all the artists and stakeholders who will be part of this significant revolution, along with the PLAYCODE team, we aim to carve our presence into a new chapter of Japan’s hip-hop history from this very moment.
I hope you will keep an eye on ‘PLAYCODE’ and witness the living proof of a new era in Japan’s hip-hop history.
I am sincerely delighted to announce the launch of the hip-hop imprint ‘PLAYCODE’ from Believe Japan. Hip-hop is a genre and community that continues to grow in Japan, representing the current state and the youth of the nation. Each individual Japanese hip-hop artist reflects the present moment and the young generation. In order to create an environment where Japanese hip-hop artists can express themselves confidently, continuing their creative activities while illustrating their diverse and unique visions, we are fully committed to providing support in terms of environment, services, technology, and expertise.
Erika Ogawa (Representative of Japan and General Manager of Label & Artist Solutions)
Furthermore, we encourage the active participation of women and the younger generation, fostering an environment where they can thrive in the revitalization of Japan’s music industry. We wholeheartedly support Mari Ochiai and her team as they strive to become leaders of the next generation. Please keep an eye on ‘PLAYCODE,’ an imprint filled with members who are highly motivated and can collaborate across borders.
In Japan, the world’s second-largest music market, the growth of music streaming continues to accelerate. A suitable framework is emerging, opening up immense untapped potential domestically and internationally. Within just a few months of launching operations in Japan, Believe is proud to offer unique expertise in nurturing digital artists, engaging audiences, and monetization, particularly within Japan’s most exciting genre. Hip-hop is one of the fastest-growing music genres worldwide, and Japan is no exception.
Dennis Radegailey, Founder and CEO, Believe
‘PLAYCODE’ represents our commitment to supporting the growth of local independent talent in the rapidly expanding world of hip-hop. Our goal is to elevate their careers to the next level and contribute to the prosperity of the local music ecosystem. With approximately 90% of consumed music in Japan being domestic music, investing in local artists and music genres has never been more crucial. Under the leadership of Mari Ochiai, collaboration with top talent in the scene ensures that Japanese hip-hop will become a globally recognized presence.
With the announcement of ‘PLAYCODE,’ we have reaffirmed our long-standing commitment to fostering diversity, free creativity, and independence among exceptional local talents at various career stages. In complement to the unique springboard provided by TuneCore Japan to the Japanese hip-hop community, ‘PLAYCODE’ plays a crucial role in establishing a robust and industry-leading framework for the hip-hop ecosystem.
Sylvain Doranger, Managing Director, Believe APAC
More than just an imprint, ‘PLAYCODE’ responds to the true needs that shape the future of Japanese music. It stands as evidence of our dedication to contributing to the flourishing of the local creative community, beyond being a mere label.
