A Lesson on Eastern Fandom for Western Advertisers: The Case of Yonezu-Miyazaki
Our era of transient media consumption has pinned aesthetic depth in the hands of a few niche subcultures. Outside of which, the artistic outputs are dominated by psychologically driven design meant to trick the eye and offer an algorithmically satisfying viewpoint.
In the house of the rising sun, there is no such thing as too many clouds. The detail-focused Yugen of Japan’s multi-leveled artistic industry and its ability to leverage this to nurture fanbases is beyond the cultural flexibility of their western counterparts, ‘nough-said. Through my work with the Miyazaki catalog and the musical body of Kenshi Yonezu, I’ve come to the conclusion that North American agencies need to nurture a new type of community culture for their artists to maintain their relevance locally and scale internationally.
Transient Media vs Aesthetic Storytelling
In the Western media landscape dominated by Spotify and TikTok, focus leans toward short-lived trends and snippet consumption, limiting artistic depth. The economic model targets fleeting attention spans, making layered artistry challenging. Contrast this with Kenshi Yonezu’s approach, spanning music, film, gaming and fashion. Yonezu crafts pieces designed for resonance, letting fans deeply engage with his artistic universe. Similarly, filmmaker Hayao Miyazaki’s meticulous attention to detail, like unique color reintegrations across works, enhances viewer connection. Aesthetic storytelling conveys multiple tales in one instance, whether movement, still or sound.
These approaches are not mere artistic choices; they’re integral to what the Eastern fanbases come to expect and appreciate. They demonstrate the possibility of creating enduring, intricate art that invites prolonged engagement and offers richer emotional rewards. For Western industries to adapt, the focus should shift toward using details as a gateway to deeper fan engagement. Whether through the use of compounding lore, aesthetic precision or diversified media, the key is to craft art that serves both as a snapshot and a story—an entry point that can unfold into a labyrinth of interconnected meanings. This could be a vital pivot in moving from transient consumption to long-lasting fan relationships.
Generational Inspiration vs Hollywood Homage
Looking at what 2023 has had to offer music lovers, this year’s industry has been on an hommage breakout. With a third of Billboard’s top songs this year sampling a 1970s classic or using a sitcom callback in their videos, the development of modern sound seems to be scratching the surface of our cultural heritage, rather than taking an in-depth responsibility.
However, translating the soul of The Boy and the Heron into music was no simple feat. Yonezu’s revelation was not to emulate but to echo a personal journey shaped by Miyazaki’s influence. The resulting masterpiece bridges the worlds of an ardent fan and the cinematic maestro, encapsulating the story’s narrative of life’s perpetual quest for meaning in nature or meaning in thought. For Yonezu, the relationship with Miyazaki’s world began in childhood. Films like “Princess Mononoke” and “Spirited Away” interwove reality with fantasy.
In the Western music industry, the decline of physical music sales in favor of digital and streaming platforms has been much faster and more pronounced than in Japan. This relationship creates an intimacy and a tangible connection that digital platforms might struggle to replicate.
Market Forces
Still, it is important to know the cultural environment in which these artists thrive. Japan, which has the world’s second-largest market for recorded music, goes against the general trend. Streaming had a big year in 2022, making $575 million, but CDs are still the most popular way to buy music in Japan, making $987 million, which is a 5% increase from the previous year.
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Given the rapid rise of digital music consumption in the West, there’s an opportunity to integrate some of the Eastern practices to strengthen the bond between artists and their fans. While digital music provides convenience, the tangible aspect of owning a physical product like a CD, vinyl or merch can be seen as a badge of honor, a symbol of true fandom. It becomes not just about consuming music but also about showing support and building a community around an artist or band.
Applying These Lessons
Here are a few takeaways Western artists and companies can learn from Eastern fandom:
• Special Edition Releases: Western artists can release limited edition CDs or vinyl with exclusive artwork, personalized messages or bonus tracks. This could not only encourage sales but also make fans feel like they own a piece of something exclusive.
• Pop-up Stores and Experience Centers: Going beyond just sales, pop-up stores can provide fans with experiences. Imagine listening stations, artist meet-and-greets or even workshops on the making of an album. It’s about deepening the connection between artist and fan.
• Physical-Digital Hybrid Models: Offer codes for digital downloads or exclusive online content with the purchase of physical albums. This approach marries the convenience of digital music with the tangible loyalty associated with physical purchases.
• Strengthen the Merchandise Game: Beyond just T-shirts and posters, offer exclusive merchandise that connects with an album’s theme or the artist’s journey. This can give fans another way to connect and showcase their loyalty.
• Fandom Community Building: Encourage the creation and growth of fan clubs or communities, both online and offline. Facilitate events where fans can connect with each other, share their passion for the artist and enjoy exclusive perks.
By adopting a model that integrates the Eastern philosophy of tangible loyalty, the Western music industry can create a deeper bond between artists and fans. This approach doesn’t just see music as a product but as an experience, a journey and a community. In an age where digital is becoming the norm, it’s essential to recognize and foster the human connections that music can facilitate.