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The Japan iTunes store opened last week quickly changing the balance of digital music purchases in Japan. However, many worldwide fans of Jpop were quick to realize that, being outside Japan they would have no access to the Japan ITMS. We've discovered that Japanese music is in fact available on the US iTunes store. The selection of Japanese music on the US ITMS may be small right now, but is growing all thanks to Rightsscale, a digital music management company based in Shibuya.

I met up with Sho Iwase, Director of International Relations for Rightsscale to find out what Rightsscale is all about and their vision of promoting Japanese music worldwide.

Magurochan: Iwase-san, thanks for taking the time to do this interview with me. Can you please tell me what Rightsscale is all about?

Iwase-san: Rightsscale was created by members of the Japanese music industry with the intention of promoting interest for Japanese Music worldwide. We hope that our activities will help the spread of J-music to the world, globalizing the current music industry in this country.

Our main business is Digital Media aggregation and distribution. We collect J-Pop in Japan to distribute worldwide, as well as collecting foreign music to distribute in Japan. We also actively assist various music conferences and events, namely SXSW (South by Southwest Festivals), in which Rightsscale currently acts as the SXSW Asia Representative.

Magurochan: Since you work in the global music industry, what are some of the differences you see between the Japanese music industry and the American music industry.

Iwase-san: The main difference is the acceptance of digital music sales. In Japan digital distribution is still seen as a bad influence to CD sales, whereas the US industry has already realized the possibilities of digital music and is fully utilizing it. As a result, the digital music world in Japan is at least 2-3 years behind that of the United States.

Mobile downloads, however, have been extremely popular in Japan, more so than PC downloads. I believe the situation will dramatically change with the opening of iTunes Music Store though.

Magurochan: Has it been difficult for Rightsscale to generate interest overseas in Jpop and J Indies?

Iwase-san: It’s been fairly difficult. Living in Japan, it’s hard to promote the artists and their music in the states, especially since we lack the knowledge of the local scene.

We’ve been working on live tours and events in the United States, linking them with SXSW’s Japan Nite, which has been very successful this year.

We have found several portals for promotion and hope that more interest for J-pop/J-Indies can be generated.

Magurochan: How did the US iTunes arrangement come about?

Iwase-san: Well, we basically visited the headquarters directly. No one from Japan ever did that, and it worked out well.

Magurochan: Please tell us about the J-artists that are available through Rightsscale on the US iTunes store?

Iwase-san: Currently we have over 30 artists on the US iTunes, mainly Indies. We began with Indies because it’s the type of music that fans in the States cannot purchase. The music is very different from that of the stereotypical “J-Pop” that is known in the United States, so it should be a great way for people to discover more depth in Japanese music.

We also distribute a major artist, BONNIE PINK. She participated in this year’s SXSW and is intending to actively perform overseas.

Magurochan: How have the artists been received so far in the US?

Iwase-san: The live events have been very successful, but digital sales wise we haven’t had much impact yet. I think it’s crucial for us to promote the artists well, as well as notifying the consumers that such tracks are available on iTunes now.

Overall, the American consumers have been very welcoming and we intend to provide more contents for them.

Magurochan: What is Podcast Music Japan all about and for those who are new to podcasting, what is it exactly?

Iwase-san: Podcast is a word that combines iPod and broadcasting. Simply put, it’s a digital-based radio program that can be set to automatically download new episodes.

Podcast Music Japan is a program dedicated to Japanese Music (in English, ofcourse) that we put up on iTunes. It will feature an artist every episode, introducing the audience to information that is hard to obtain in English. It is one of the very few ways that the American audiences can get hold of J-pop artist information, especially that of J-Indies artists.

Magurochan: CD sales have dropped dramatically in Japan over the last decade. What's your take on this?

Iwase-san: Well I personally think the CD’s here are very overpriced. One album will cost 3000 yen (nearly 30 US dollars), whereas in the states the highest price per album is 20 dollars or so. The emergence of digital media has caused a dramatic impact on the CD industry, offering a cheaper and quicker alternative to the consumers.

Another fact may be that many labels here release CD’s on protected-CD formats (i.e. CCCD), which has very little flexibility when it comes to ripping. It is very usual for owners to want complete control over the songs they purchase,.

Magurochan: Speaking of CCCD, what do you think of digital rights and file sharing?

Iwase-san: Digital rights is important to ensure the fact that artists and labels receive money for the things they create.

However, I do believe too much rules and regulations aren’t needed. Some countries and companies (especially Japan) require a very strict format of DRM, which makes it very difficult for consumers to get what they want. Essentially, the big guys in the labels and music companies dictate what we can get and listen.

As for sharing, I believe music is a free form of art so I do not condemn it. However, I also do not endorse it since it ruins the basis of the current music industry. This topic will forever cause controversy in the music world.

Magurochan: The internet is obviously a basis of your business, how do you see the internet evolving in the future especially when it comes to music?

Iwase-san: The Internet is the greatest invention since the creation of the computer. Who knew that this world will change so much? The net has become an integral core of the modern day life.

I see the internet turning from a luxury to a necessity in the very near future. I call it luxury now because of it’s availability worldwide – many countries still have people who are unable to use it. A completely global network (everyone in the world being able to go online) is what I think is the goal for a new world. It will happen, the only question being how long it will take.

Music-wise, the war between illegal file-sharers and copyright management organizations will be never-ending – at least for another few decades. Unless the whole world unifies on digital rights and the laws surrounding it, there will be no resolve. I believe that exclusively-digital artists will emerge rapidly, splitting the music industry and the consumers into the physical (CD) and the virtual (digital) world.

Magurochan: What does the future have in store for Rightsscale?

Iwase-san: Rightsscale would like to continue working with digital media and combine that with event planning and marketing to offer artists a complete network of sales, marketing and promotion. Every artist deserves a chance to have their music heard by the world. Our goal is to make that dream come true for as many Japanese artists possible.

Magurochan: Thanks again Iwase-san for letting us know about Rightsscale. Best of luck to you and I hope we can see more Japanese music available online soon!

Titan Go King's Ultrasonic Wave 01 BENTEN LABEL 2000 Alternative US$9.99
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TsuShiMaMiRe Pregnant Fantasy BENTEN LABEL 2004 Alternative US$7.92
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Soap Land Momiyama Kedamono Damono BENTEN LABEL 2002 Alternative US$9.99
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Nonstop Body Turn Off BENTEN LABEL 2001 Pop US$9.90
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Last Target One Shot, One Kill BENTEN LABEL 2004 Alternative US$9.99
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Various Artists We Can Share bit of heaven 2005 Electronic N/A
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Slowman From the Floating Duck bit of heaven 2002 Electronic US$8.91
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Jeremy Dower Music for the Young & the Restless bit of heaven 2004 Electronic US$9.90
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Mizz Mizz no Kioku Duck Soup Productions 2003 Pop US$8.91
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Yoshihiro Harada Pan Alone Duck Soup Productions 2004 World US$9.99
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What's Love? Byenara Duck Soup Productions 2004 Rock US$8.91
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Various Artists Jaka Asia Foundation (Dj Big Ken-G Presents)Earth Riddim 2003 Reggae US$8.91 http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewAlbum?playlistId=7246729

Pepe California Llama - EP farlove 2000 Electronic US$5.94
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Pepe California The Nice Nice farlove 2002 Electronic US$8.91
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Kazue Takagi Cinematik Dub farlove 2001 Electronic US$7.92
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Kazue Takagi & Moose Hill The Rustle farlove 2003 Electronic US$9.99
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Gabby & Lopez Straw Hat, 30 Seeds farlove 2004 Rock US$9.99
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Subtle A Happy Spleen farlove 2001 Rock US$9.90
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Various Artists Book of Days farlove 2003 Electronic US$9.99
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Bonnie Pink Present Pinxter 2003 Pop US$9.99
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Bonnie Pink Daisy - EP Pinxter 1999 Alternative US$4.49
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Bonnie Pink Let Go Pinxter 2000 Alternative US$9.99
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Bonnie Pink Just A Girl Pinxter 2001 Alternative US$9.99
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Bonnie Pink Even So Pinxter 2004 Alternative US$9.99
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Various Artists SXSW2005 Japan - EP Rightsscale Records 2005 Alternative US$3.96
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Various Artists Japan Nite Live Tracks SXSW2005 Rightsscale Records 2005 World US$9.99
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Change Up Heart Attack SCHOOL BUS RECORDS 2002 Rock US$9.99
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Change Up Free Style SCHOOL BUS RECORDS 2000 Rock N/A
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Gonzo Project Gonzo Project The Label UTAMARO 2005 World US$5.94
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Tsunami Tsunami The Label UTAMARO 2001 Rock US$8.91
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Ni-Hao! Blue UMMO Records 2004 Alternative US$6.93
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Ni-Hao! Red UMMO Records 2004 Alternative US$6.93
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