Date: February 3, 2020 (Monday) 18:00 Open / 18:30 Start
Location: Rough Out Shibuya
Speaker:
- Avex Entertainment Co., Ltd. Executive Officer, General Manager of Label Business Headquarters
Takeya Ino - KDDI CORPORATION Life Design Business Planning Headquarters Business Incubation Promotion Department Manager <KDDI ∞ Labo Manager>
Kazuhiko Nakama - Director and Deputy Secretary General of Future Design Shibuya
Shinko Osada
<Facilitator>
Director of Future Design Shibuya General Incorporated Association / Representative Director of Shibuya City Tourism Association
Jungo Kanayama
Looking ahead to the 5G era coming on February 3 (Monday), KDDI Co., Ltd., General Foundation Coworking Space Laughing Association, General Association Law Coworking Space Laugh Future Design will be the main project, and 30 companies will be launched. The first meeting of the "Shibuya 5G Entertainment Project Conference", which is held as a regular project of the "Shibuya 5G Entertainment Project" in which the above participates, was held at Rough Out Shibuya.
This time, Mr. Takeya Ino from Avex Entertainment Co., Ltd. was invited as a special guest, and Mr. Kazuhiko Nakama of KDDI Corporation and Shinko Osada of General Association Lawman Shibuya Future Design took the stage as speakers. The facilitator will be Jungo Kanayama, the representative director of the Shibuya City Tourism Association, and the venue will start in a relaxed atmosphere at home.
At this conference, which was held under the theme of "thinking about future entertainment," Mr. Ino first explained the challenges facing the music industry, comparing the business models of the music industry before and now.
Among them, "Music is a short but moving entertainment, and it has a history of changing quickly due to the evolution of technology. Specifically, the business will be developed by the evolution of technology such as sound storage machines, typographic printing, CDs, Walkmans, and iPODs. It has changed, "says Ino. Even now, the business model that has been established by duplicating sound sources such as CDs and downloads is changing.
Recently, users have enjoyed "reproductions" of works made by artists, but nowadays, the spread of streaming creates opportunities to meet a lot of music, and on the one hand, music enjoys the story of the artist. There are also situations that are changing to. It seems that the type of work that the artist himself conveys his feelings, such as a singer-songwriter, tends to match better than the work that a popular producer worked on as before. On top of that, Mr. Ino explains the current business model as follows.
"The music business is shifting from" listening "to" playing "with music like TikTok. The definition of hit is also from" owning "to" contacting "and" playing "as before. Therefore, we have started to focus on the production of each song from the album production, and the PR method has changed, not only the mass media but also platforms such as apple, Spotify, LINE, AWA. It has also become important to be recommended directly to users. "
In the future, we will not only collaborate because it sells, but also find value in the artist's ideas and processes, form alliances with companies that match the spirit of creating movements, and music of artists' voices and movements. It is said that there is a possibility that new areas beyond listening to music will become a business, such as converting parts that have been disassembled into contents with XR.
"Music will change steadily in cooperation with various people. Until now, I enjoyed only what was completed, but from now on, many people will come in and new changes will be born, and in itself. I think that "co-creation" with users will become more important than creating value in music. "
Next, the three speakers introduced the projects that they find interesting.
Mr. Ino is an art museum with the theme of projecting extraordinary events into entertainment, Osada is a festival that focuses on sustainable things, and Mr. Nakama is an online boarding university that teaches in seven cities around the world. And so on.
When thinking about future entertainment in Shibuya, we will exchange opinions on what should be in Shibuya. Kanayama said, "Shibuya is under redevelopment, but in the future, symbolic things should be made rather than blending in."
Next, when talking about the boundaries of entertainment, Osada said, "I wonder if everyday and extraordinary are the boundaries of entertainment. It's just my opinion, but with the addition of exciting elements to everyday life, it becomes extraordinary. It may be a motivation for living, "said Ino," I want to eliminate the boundaries in entertainment. " "By combining entertainment with different industries, new value may be created and developed. For example, medical treatment using avatars or collaboration with education in the form of Disney's Turtle Talk will be entertainment. I think that new value will be created by going on. "
Regarding eliminating the boundary between entertainment, Osada expressed the recognition that "if people are given the impression that" public space is fun "in everyday life, the boundary between entertainment and everyday life will disappear." rice field.
In addition, Mr. Ino insisted that the relationship between technology and reality should be "extension" rather than "distance".
"For example, in a live music concert, not only is it attractive to meet artists when you are there, but you can also edit only the parts you like, and the tickets become AR, and the process of going and returning is integrated with the city. You can enjoy it and create a lot of fun with one piece of content. Technology may increase the real value. "
Mr. Nakama continued, "When you use technology, you shouldn't be" real ". Rather, you should enjoy something that can only be done virtually." Osada said, "For example, with or without personal talent, all over the world. We want to create an experience where we can connect with people all over the world and do something together through technology, such as playing online games with people. "
Regarding expanding this reality, Kanayama continued, "If digital printing becomes possible in the city of Shibuya, digital creators should gather. If we can make it a realistic landscape," Kanayama continued. Mr. Nakama added, "3D space becomes art and incorporates it into urban space. If accidents arise there, it will become a city that makes you want to go again."
Then, while talking about the differences between creators and artists that each thinks about, while thinking about this definition, Osada responded to Kanayama's question, "Which creator or artist do you want to gather in the city of Shibuya?" If artists who pursue something gather together, there will also be people who invest in it and creators who will create something together with the artists. ", Mr. Ino said," I think it is important to create a city together. Therefore, it is ideal that the city becomes variable by gathering creators, "says Mr. Nakama," It is not interesting for Shibuya to become commercial. I hope it will become a business as a result. There is no such thing, "he said.
Based on the opinions of the three people, Kanayama said, "Artists are people who ask questions, creators are people who find answers. Art is hard to become a business, but creators are a business." Therefore, in the future, there will be artists in Shibuya, and I would like to create a city so that creators can gather around them. To that end, mash up with artists in Japan, a creator's paradise. It is necessary to go. How to create an artist is an issue for Shibuya aiming for an entertainment city. In that sense, technology is still an area where there is an opportunity to consider the aspect of legal development. "
Finally, there are also questions from visitors.
"Culture leaders who drive entertainment are familiar with music and fashion, but there was an opinion that it was born only by accident, but what should we do in the future at a live house where young people in Shibuya gather? Is it? "
Mr. Nakama said, "In the digital age, the definition of a person who will be a fashion leader and a trend leader will be different. It is necessary to give the people who gather to the value of gathering." If there is some kind of threshold for value creation, another value will be created for entertainment, too? ”, And the meeting ended.
This conference where both speakers and visitors relax their shoulders with a drink and talk, listen, and think. It will continue to be held as a place for meaningful exchange of opinions.
