Merlin Marks 10 Years in Japan as Global Demand for Japanese Independent Music Soars
Royalties paid to Japanese members deliver five consecutive years of double-digit growth, with international markets now generating nearly half of all payouts.
Since establishing its Tokyo presence in October 2016, Merlin has played an important role in helping Japanese independent labels and distributors maximise the value of their digital rights and reach new audiences around the world.
Decade at a Glance
10%+
5 Years of Steady Growth
Member royalties have grown by more than 10% each year for the last five years.
48%
Global Revenue Footprint
International markets now generate almost half of all Japanese member earnings, marking a structural shift from domestic sales to global streaming export.
The anniversary comes at a time when Japanese music is enjoying unprecedented international exposure, with independent Japanese artists and labels reaching audiences across North America, Latin America, Europe and Southeast Asia.
In a significant shift for a local industry traditionally defined by domestic consumption, international markets now generate nearly half of all royalties paid to Merlin’s Japanese members, highlighting a growing global appetite for Japanese music.
Merlin established its Japanese operations in the same year that Spotify launched in the country, recognising the long-term opportunities that digital streaming would create for independent rights holders. Its early investment provided Japanese independent companies with access to Merlin’s global licensing partnerships, alongside local expertise and support in navigating the developing digital marketplace.
“Today, our members are seeing Japanese music reach audiences around the world on a scale that was unimaginable in 2016.”
Today, Merlin’s operations across Japan and the broader Asia-Pacific region are spearheaded by General Manager, APAC, Kaoruko Hill. Hill was part of the original team that launched Merlin’s Tokyo office in 2016, working alongside its first General Manager, Haji Taniguchi. Having subsequently held senior roles at ByteDance in licensing and music business development, she returned to Merlin in September 2024 as General Manager, APAC, to lead Merlin in the region.
“Japan has always been a highly significant market for independent music, and establishing a presence here ten years ago was a significant step in Merlin’s development,” said Charlie Lexton, CEO of Merlin. “Over that time, it has been particularly exciting to see Japanese independent music build audiences far beyond its domestic market. Our role is to ensure that our members can take full advantage of those opportunities and maximise the value of their music.”
“We are proud of what we have achieved alongside our Japanese members and look forward to building further on that success.”
“When we established Merlin’s presence in Japan ten years ago, the digital music market looked very different,” reflected Kaoruko Hill. “Our priority was to help Japanese independent companies understand and benefit from the opportunities streaming was beginning to create. Having been involved at the beginning and now leading our operations in the region, it is particularly rewarding to see how far our members have come. There is still enormous potential for Japanese independent music internationally, and we want to make sure our members are in the strongest possible position to realise it.”
Independent Representation on the World Stage
Merlin’s commitment to the Japanese independent sector has also been reflected in its governance, with Japanese executives playing an important role in representing the interests of local members within its global organisation. Masahiro “Jack” Oishi, CEO of Danger Crue Entertainment, served as Merlin’s first elected Japanese board member. Today, Manami Ogawa, Founder & Director of STARBASE, represents the territory on Merlin’s global Board of Directors.
“The next decade promises even greater opportunities, and it is important that Japanese independents remain at the centre of that growth.”
“Japanese independent music is reaching more people around the world than ever before, creating exciting opportunities for artists, labels and distributors,” noted Ogawa. “Merlin’s international relationships and understanding of our local market are an important part of helping Japanese members realise that potential.”
Looking ahead, Merlin will continue to focus on expanding its Japanese membership, strengthening relationships with digital platforms and helping independent rights holders capitalise on the growing global demand for Japanese music.
