This story was produced in paid partnership with Chris Gallagher.
Search for the most popular anime soundtracks and you’ll likely find the majority of their repertoire produced by one entertainment company: Pony Canyon. Known as a powerful presence in both music and anime, Pony Canyon has been a dominant force in Japan’s music scene since the 1960s. But now, with the rise of streaming platforms and the growing popularity of non-English language music, the company is poised to make a major leap onto the global stage through Pony Canyon USA, which was officially launched at a press conference held at JAPAN HOUSE in Los Angeles on July 3. With its artists already reaching the streaming playlists of young audiences around the world, Pony Canyon has been investing heavily in its global strategy, opening new offices in Los Angeles and Taipei and hiring local talent.
Changing music tastes
Ten years ago, it seemed impossible that non-English language music would top the global charts. However, in the digital age, the way we consume music has changed dramatically. Streaming platforms like Spotify, YouTube, and surprisingly, TikTok, have broken down geographical barriers for musicians. Artists now have a platform where their music can be enjoyed in countries they have never visited before. These digital platforms have created a new cultural zeitgeist, where country of origin and language are no longer the determining factor in what audiences watch and listen to. This trend has paved the way for Pony Canyon’s ambitious global expansion to introduce Japanese music to listeners around the world.
We are already seeing the beginnings of this cultural impact. In recent months, TikTok revived Matsubara Miki’s “Mayonaka no Door ~stay with me,” a song released by Pony Canyon in 1979 that features R&B and disco influences reminiscent of Donna Summer. The song resonated with listeners, whether they were originally fans of anime or Japanese music or not. If anything, this shows that language barriers no longer exist when it comes to music appreciation.
The synergy between music and anime
While much of Pony Canyon’s success can be attributed to anime (such as Kinnikuman, which debuted on Netflix in July), a closer look reveals the company’s strength lies in infusing well-written anime with good music. Making that synergy key to story development has given Pony Canyon an edge in a market where most entertainment companies often treat music as separate entities from film and anime. That unified approach has allowed Pony Canyon to produce anime like “Attack on Titan,” which features music from its own artists, such as “The Rumbling” by reggae-punk band SiM.
As an independent company, Pony Canyon enjoys the flexibility to forge high-quality partnerships around the world without the constraints of traditional subsidiaries. This independence allows it to tailor its distribution strategies and collaborations to the unique demands of each artist and market. It’s an agile approach for an entertainment industry powerhouse. It’s ideal for high-profile collaborations like BAND-MAID, the punk rock girl group who co-wrote a single with Mike Einziger, lead guitarist for American band Incubus.
Long-term prospects for intercultural music
“This is the dream we want to achieve at Pony Canyon,” says Takashi Yoshimura.
“In the case of music, it would be to win a Grammy for an artist or song. In the case of anime or video content, it would be to create a work that can win an Academy Award. By achieving these goals, we aim to make Pony Canyon a global company in 5 to 10 years. This is our biggest goal and dream.” With new offices around the world and an increasing pipeline of content from Japan to fans around the world, Pony Canyon is poised to make these dreams a reality.