Amazon Music Japan’s Keisuke Oishi on Providing Opportunities to Discover Japanese Music & Being a Charts Superfan

Billboard‘s International Power Players list recognizes leaders who are driving the success of the music business in countries outside the United States. Among the leaders selected from various countries in the music industry, Amazon Music’s Keisuke Oishi was chosen for the first time in 2024. To commemorate this, Billboard Japan interviewed Oishi about his focus since being appointed to his current position in January 2023.

First off, could you tell us a little about your career?

Keisuke Oishi: The two key words in my career have been “IT” and “media.” Through the synergy of these two areas, I’ve been taking on the challenges of providing various innovations to customers.

I joined Sony Corporation after graduating from university. At Sony, I worked in areas like supply chain management, finance, business administration, and business strategy for the PC/IT businesses. Then in 2014, I moved to Amazon, where I’ve been involved in the media business ever since. At Amazon, first I was responsible for the launching of digital video games in the retail division. In 2017, I was appointed head of the software business unit on top of video games. And two years later, I went on to be concurrently responsible for the packaged music business unit, so I’ve been involved in music since around 2019. Then, in January 2023, I was appointed Director and General Manager of Amazon Music Japan.

So you haven’t been in the music industry for your whole career.

Oishi: That’s right. But music has always been a very important part of my life, so it was a role I wanted to challenge one day. Amazon, on the other hand, is a company that places importance on what innovations can be made using technology while always keeping the customer first. That approach was the same before I got involved in music, and it remains the same today.

What have you been working on since January 2023?

Oishi: In my current position, I have three key tasks that I hope to contribute to the music industry, the artists, and our customers. The first is to expand the base of music listeners in Japan, and the second is to help customers enjoy music in new ways. Streaming services are for listening to music, but Amazon Music and Amazon have many points of contact that connect customers and artists. The third, and I think this is a challenge the entire Japanese music industry is facing, is to provide support for Japanese and other Asian artists as they expand their reach around the world.

There are various types of Amazon Music memberships, and you’ve made multiple improvements for those.

Oishi: We are always focused on creating the best experience for all Amazon Music customers. The level of streaming music penetration is still very low in Japan compared to the US and EU countries. But, looking at it another way that means it still has a lot of potential. According to LUMINATE’s data, music streaming has the highest levels of usage among Gen Z and Millennials. That means there’s room for growth among older generations. This is a challenge that the entire industry is facing. These are people who were once really into music, but due to work and lifestyle changes, they’ve disengaged. That’s true for my own generation, so I’ve been thinking about how we can make music a part of these people’s lives again. Our services aren’t limited to music streaming, but also CD and DVD purchasing and video streaming. We have a lot of different touch points like those, so we’re in an ideal position to deal with the challenge.

Secondly, I want to help customers enjoy music in new ways. Amazon is a collection of many different services, and since last year, we’ve been actively working to support artists when they come out with new releases. For instance, when a physical release is decided on, we set up a special sub-site and bolster our promotional efforts. When the interest of listeners shifts to streaming, we reinforce our promotion and marketing efforts in ways that are only possible with digital technology, like creating playlists that include interviews. We use that approach for roughly two or three months, building up connections between artists and customers. That’s something I think we’re uniquely positioned to do. This is one of the areas we’ve really enhanced over the past year.

Japan is one of the countries where both streaming and physical sales are growing, so it’s a great fit for Amazon.

Oishi: Exactly. Another example of that are our promotional campaigns which visualize the support fans provide to artists as they listen and share music and follow artists using our app. Users collect stamps using a stamp card-like feature, and when they collect all stamps, they can receive rewards. This feature was designed and developed by a team in Japan, but now it’s also being applied in other countries, in a few different ways.

And the live streaming of Fuji Rock Festival ’24, in July, was a combination of all three of the tasks I mentioned earlier.

It was streamed on Prime Video and Twitch, which generated a lot of buzz.

Oishi: I think the best way to enjoy a music festival is in person. However, there are a lot of people who can’t go, for one reason or another. I’d imagine there are also people who went in the past but can’t go now. To reach out to people like that, we streamed Fuji Rock Festival ’24 live on Prime Video and Twitch.

In addition to the live streaming of the event, we also created all kinds of touch points with customers, using every kind of approach—offline, online, digital, physical. For example, we ran an advertising campaign using Amazon Lockers and we sold original t-shirts. We tried to connect customers to music and artists through the Fuji Rock Festival in all kinds of ways.

Also, this year, we streamed Fuji Rock Festival ’24 worldwide. Every day, we think about how we can share wonderful Japanese artists with the rest of the world. One way we came up with for doing that is to stream the festival live, so that it could be viewed by music fans around the globe.

In addition to Japanese attendees, there were many people from other Asian countries at Fuji Rock. Which countries were people streaming it from?

Oishi: People viewed it in the US, Europe, and Latin America. Amazon Music has been streaming music festivals around the world, like Vive Latino in Mexico and Primavera Sound in Spain. Of those, Fuji Rock Festival ’24, which was live streamed on Prime Video and Twitch, was the most watched three-day music festival ever streamed live by Amazon Music.

That’s wonderful to hear. Are there plans to stream any other Japanese festivals?

Oishi: We also live streamed DEAD POP FESTiVAL 2024, YON FES, and Kyoto Daisakusen in August.

Last year, we enhanced our support for artist-led festivals and began streaming watch party-like events where viewers watch shows along with artists from Amazon Music Studio in Tokyo. Twitch supports comment sharing functionality, so artists can communicate and interact with fans. It’s very exciting. I believe that, over time, these connections between artists and fans will foster greater awareness of Amazon Music.

Speaking of sharing Japanese music with the rest of the world, Billboard Japan launched the “Global Japan Songs Excl. Japan” chart, which ranks Japanese songs being listened to worldwide excluding Japan. Being able to visualize what music is listened to is, I think, extremely important for Japanese artists making inroads overseas.

Oishi: I think the hit charts are really important for exposing people to new music. When I was a kid, I grew up checking the U.S. Billboard charts. I’d watch Billboard TOP40 on TV, and I even sent in postcards when I was little (laughs). When I was in junior high, I memorized around twenty years of annual charts. I’ve forgotten a lot since then, but I was a Billboard superfan, and Billboard charts were my window into foreign music. Now, overseas audiences may be discovering Japanese music through the charts, or through on-demand streaming, or through live streaming. I’m confident that if all of us in the music industry create these opportunities, we can provide greater opportunities for people to discover Japanese music.

—This interview by Seiji Isozaki and Naoko Takashima first appeared on Billboard Japan