Sony Music Entertainment and Universal Music Group have established a joint venture in Tokyo aimed at producing music festivals across Asia.
The new company called NINE BY NINE Inc. was established on April 1, 2026, and is headquartered in Shibuya. Ichiro Tamaki of Universal Music Japan, was named President of the joint venture, while Sony Music’s Hidehiko Otani was named Vice President. They both serve as Representative Directors.
NINE BY NINE will engage in planning and production of music festivals in Asia, and supporting Japanese artists seeking to expand internationally, according to a joint announcement.
The partnership is an unusual one as both Sony Music and Universal Music are fierce competitors for artist and market share in Japan and globally.
In a joint statement, the companies highlighted the increasing global attention for Japanese music, driven by Japanese anime and social media, as well as the success of overseas tours by Japanese artists.
“With inbound tourism focused on music experiences also thriving, the importance of platforms for showcasing the Japanese music scene to a global audience is increasing,” they said.
“SME and UM have established a new company, NINE BY NINE, to combine the knowledge, expertise, and global networks that both companies have cultivated over many years in the entertainment field, and to jointly host Japanese music festivals, primarily in the Asian region.”
Sony Music Entertainment and Universal Music Group
“Against this backdrop of changing market conditions, SME and UM have established a new company, NINE BY NINE, to combine the knowledge, expertise, and global networks that both companies have cultivated over many years in the entertainment field, and to jointly host Japanese music festivals, primarily in the Asian region.”
NINE BY NINE’s first event is scheduled for 2027, although the companies have not announced a location or the artists involved.
Sony Music and UMG also didn’t disclose the ownership split between the two companies, or their planned scale of investment.
The companies said: “By developing high-quality live experiences and effective promotions, primarily in the Asian region, we will create opportunities for local fans to connect with Japanese artists and support the long-term success of Japanese music.”
They also hinted at plans to promote the expansion of partnerships with other companies.
Sony Music’s Japan office is led by President and CEO Atsuhiro Iwakami, while UMG’s Tokyo office is led by President and CEO Naoshi Fujikura.
Both Sony Music and UMG have sharpened their focus on the Japanese market in recent years. Sony Music, whose parent company Sony Group is headquartered in Japan, had indicated plans to bring Japanese-language music to global audiences.
In an exclusive World Leaders interview, Manubu Tsujino, Representative Director & President, Sony Music Labels, told MBW in 2024: “We have long believed that for Japanese music to make its way into the global market… The global strategy for Japanese music has just begun. I believe that rather than focusing on a one or two-year perspective, we need to aim for a five or 10-year outlook.”
In 2025, UMG’s Fujikura told MBW in a separate World Leaders interview: “We have focused on creating a company that through working together, has been able to help lead and accelerate change in Japanese music culture and fan consumption.”
“We have done it, we are doing it, and we will continue to do it in Japan, but we also have expanded our horizons and our ambitions. That is why we want to make global stars from Japan, so people outside can also discover our artists, and enjoy their music as well.”
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