Merlin is celebrating the 10th anniversary of its operations in Japan, marking a decade of growth in the world’s second biggest market.
Over the past decade, Merlin has reported consistent growth in its Japanese membership. Royalties paid to Japanese members have increased by almost 60% over the past five years, reflecting both the continued development of Japan's digital music market and the growing international popularity of Japanese repertoire.
The anniversary comes at a time when Japanese music is enjoying significant international exposure, with independent Japanese artists and labels reaching audiences across North America, Latin America, Europe and Southeast Asia.
In a significant shift for a local industry traditionally defined by domestic consumption, international markets now generate nearly half of all royalties paid to Merlin's Japanese members, highlighting a growing global appetite for Japanese music.
Merlin established its Japanese operations in the same year that Spotify launched in the country, recognising the long-term opportunities that digital streaming would create for independent rights-holders.
Merlin's Japanese operation is based in Tokyo's Shibuya district, having first established an office in the city in October 2016. Its activities in Japan and across the wider Asia-Pacific region are led by general manager, APAC, Kaoruko Hill.
Hill was part of the original team that launched Merlin's Tokyo office in 2016, working alongside its first general manager, Haji Taniguchi. Having subsequently held senior roles at ByteDance in licensing and music business development, she returned to Merlin in September 2024 as general manager, APAC, to lead Merlin in the region.
Charlie Lexton, CEO of Merlin, said: "Japan has always been a highly significant market for independent music, and establishing a presence here 10 years ago was a significant step in Merlin's development. Over that time, it has been particularly exciting to see Japanese independent music build audiences far beyond its domestic market.
“Our role is to ensure that our members can take full advantage of those opportunities and maximise the value of their music. We are proud of what we have achieved alongside our Japanese members and look forward to building further on that success."
Today, our members are seeing Japanese music reach audiences around the world on a scale that was unimaginable in 2016
Kaoruko Hill
Kaoruko Hill, general manager, APAC, Merlin, said: “When we established Merlin's presence in Japan 10 years ago, the digital music market looked very different. Our priority was to help Japanese independent companies aligned with Merlin understand and benefit from the opportunities that streaming was beginning to create. Today, our members are seeing Japanese music reach audiences around the world on a scale that was unimaginable in 2016.
“Having been involved at the beginning and now leading our operations in the region, it is particularly rewarding to see how far our members have come. There is still enormous potential for Japanese independent music internationally, and we want to make sure our members are in the strongest possible position to realise it."
Merlin's commitment to the Japanese independent sector has also been reflected in its governance, with Japanese executives playing an important role in representing the interests of local members within its global organisation.
Masahiro "Jack" Oishi, CEO of Danger Crue Entertainment, was Merlin's first elected Japanese board member, while Manami Ogawa, founder & director of Starbase, currently serves on the board.
Manami Ogawa said: "Japanese independent music is reaching more people around the world than ever before, creating exciting opportunities for artists, labels and distributors. Merlin's international relationships and understanding of our local market are an important part of helping Merlin’s Japanese members realise that potential. The next decade promises even greater opportunities, and it is important that Japanese independents remain at the centre of that growth."
The anniversary will also be marked by a visit to Tokyo in November by Merlin CEO Charlie Lexton and chief membership officer Jim Mahoney, who will meet with Japanese members and industry partners.
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