In the heart of Tokyo, a vinyl bar symbolizes an extraordinary partnership between Avex, Japan's entertainment giant, and S10 Entertainment led by Brandon Silverstein. This collaboration culminated in the launch of Avex Music Group (AMG), marking a significant step toward global music domination. Silverstein, appointed as AMG’s CEO, envisions the company as a boutique major with a global perspective. The journey began five years ago when Silverstein sought a unique partner to expand his artist management firm into publishing. With the support of Avex, they established S10 Publishing as a joint venture in 2020, which now boasts chart-topping talents like Harv and Jasper Harris.
The roots of this alliance trace back to 2019, when Silverstein met Naoki Osada, then-head of Avex USA. Their shared vision for innovation and entrepreneurship paved the way for future collaborations. Silverstein emphasizes the importance of providing artists with the right infrastructure to thrive, exemplified by AMG signing producer Elkan and partnering on his venture, Toibox by Elkan. Furthermore, We the Band, Justin Bieber's backing musicians, joined AMG, showcasing the label's ability to attract top-tier talent.
Avex's early investment in S10 Publishing was a strategic move towards achieving global prominence. Since its founding in 1988, Avex has consistently pushed boundaries, thanks to founder Max Matsuura's visionary leadership. President Katsumi Kuroiwa highlights the company's motto, "Really! Mad + Pure," reflecting their bold approach to risk-taking. This mindset allowed Avex to pioneer comprehensive entertainment services, including in-house artist management, live events, and youth training programs.
One such program is Avex Youth Studio, nurturing potential superstars through intensive training. Emerging acts like One or Eight demonstrate Avex's commitment to global success, collaborating with international producers and songwriters. Additionally, partnerships with entities like AEGX facilitate cross-border performances, bringing Japanese acts to global stages and vice versa. One or Eight's debut single, co-produced by Ryan Tedder, exemplifies Avex's collaborative ethos, integrating diverse creative forces.
J-pop's evolution presents new opportunities for Avex, leveraging anime, manga, and V-tubers alongside traditional music genres. AMG's establishment signifies a deeper integration of these elements, supported by a West Hollywood studio house fostering creative communities. Silverstein believes in empowering artists to become their own CEOs, aligning with Avex's entrepreneurial spirit. Both parties express confidence in their team, relationships, and vision, poised to redefine the global music landscape.
With a solid foundation laid over the past five years, Avex and S10 stand ready to revolutionize the music industry. Their innovative strategies and shared vision position them at the forefront of global entertainment, promising exciting developments in the coming years. As they continue to break barriers and explore uncharted territories, the world eagerly anticipates what lies ahead for this dynamic duo.
