Japan music fans leave CDs adrift in streaming switch
TOKYO — Japanese music enthusiasts, loyal to CDs long after the rest of the world went online, have begun reaching for the eject button and switching to streaming services as artists cancel in-store events and fans stay home because of the pandemic.
Despite a slow decline in sales in the past decade, CDs are still the most popular music format in Japan, accounting for around 70 percent of recorded music sales last year.
In the United States and Europe, CDs have long been relegated to the dustbin of history in favor of online downloads and recently, streaming.
Streaming services, which had accounted for less than 10 percent of sales in Japan until a few years ago, grew to 15 percent last year and will likely exceed 20 percent this year, said Jamie MacEwan, who covers the Japanese media business for Enders Analysis.
The shift is closely watched by the global music industry because Japan is the world’s second-biggest music market after the United States.
“The crossover point where total digital revenues eclipse physical production is now just a matter of time,” MacEwan said.
Beyond hurting CD retailers like Tower Records, the shift may also signal more growth for streaming services such as Amazon and Spotify, which only entered Japan four years ago, as well as smaller domestic rivals.
Tower Records Japan, which runs over 80 stores in the country, would not release data but said it has suffered a serious slump since the pandemic as consumers avoided going out and artists canceled new releases along with events to promote them.
“It will take a long time for things to return to normal,” said Tatsuro Yagawa, a spokesman for the stores which became independent from the now-bankrupt US chain after a 2002 management buyout. Still, he was optimistic about a return.
“Music fans here like buying CDs to show support for their favorite artists. I don’t think people will stop buying CDs.”
One major reason CDs have remained so popular in Japan has been that record labels often bundle CD singles and albums with perks
for pop idol fans, including vouchers for priority concert ticket purchases and invitations to handshake events.
Such events have mostly been canceled or scaled down in recent months, with some moving online.
Avex, Japan’s biggest listed music label and entertainment group, held its annual music festival online in August for the first time.
The event attracted 1.6 million views including free and pay-perview spots.
But Avex CEO Katsumi Kuroiwa,
talking to investors on Friday after the company reported losses for its fiscal first half, described the financial results of its foray into largescale online events as mixed.
On one hand, he said, Avex learned it could attract huge audiences online. But tickets had to be priced much lower than physical events — a predicament it will grapple with as it seeks to livestream more events.