Fireworks event in Saudi Arabia! It was that music company September 30 18:46

“Avex” is a major music company that has produced Ayumi Hamasaki and other million-seller singers representing Heisei. Currently, we are focusing on developing intellectual property content (= IP content) that does not rely solely on music, and aiming to break away from music companies. One of them is “STAR ISLAND”, an event that combines the performance of fireworks developed independently. In Tokyo, it has been established for three consecutive years since 2017 as a paid fireworks event with a seat of 10,000 yen or more. Now, we are aiming to “export the entire event” overseas in order to grow into the company's flagship business. This time, I chose Saudi Arabia in the Middle East, where entertainment has been limited so far. I was very close to the new initiatives. (Chief Yoshinaga Tomoya, Dubai Branch)

Aiming to break away from music

“Music is in an era when it's hard to sell. Now, the live entertainment market is strong in an era where things are said to be consumption rather than things, so we will create strong IP content (= intellectual property content). I think that will become the company's food. "

Mr. Katsumi Kuroiwa, who was appointed as the president of Avex last year, says: I am from the planning and development department of events such as live performances, not the label division that produces music CDs.

Avex, led by President Kuroiwa, is currently focusing on the global development of fireworks events held in Japan.

(President Kuroiwa) “As an entertainment company, we have to make some IP that can be used overseas from Japan. In terms of music, it is difficult because there are language barriers. Isn't it very possible? "

“STAR ISLAND” is an event content that Avex has developed in-house, and fireworks are launched one after another in conjunction with the numerous performances and music on stage.

After opening for the first time in Tokyo in 2017, it has become a popular content, with tickets sold over 10,000 yen per seat sold out once a year in Japan.

Last year we entered Singapore. In order to increase profitability, while searching for performances around the world, we ended up in an unexplored area in Saudi Arabia.

(President Kuroiwa) “Especially in entertainment, this is a country in the future, so I think it would be a presentation for the region to be able to bring Japanese content to such a place quickly.”

A sign of change in Saudi, an unexplored land

Saudi Arabia continues to be governed by a strict interpretation of Islam. Entertainment in public places has also been banned until recently. But now, as part of the economic reform led by the crown successor, Prince Mohammad, regulations are rapidly being relaxed to promote the entertainment industry.

Last year, the movie theater was lifted for the first time in 35 years. In addition, construction of a huge theme park has begun near the capital. Concerts by foreign artists are also attracted quickly. The government has even established a new ministry that specializes in attracting the entertainment agency and industrial development.

Under these circumstances, events developed by Avex were attracted. Regarding the aim of this attraction, the Entertainment Agency official said, “We are now looking for world-class entertainment. Providing exciting entertainment opportunities to society leads to strengthening society.” Talking.

On the other hand, Saudi Arabia still has conservative practices. Avex also said that various “homework” was required for this event.

Entertainment tailored to the local

How to make the event enjoyable, taking into account the customs of Saudi Arabia. Director Hirohito Junma has been exploring ways to interact with the Saudi side from the planning stage.

One of them is women's clothing. Uniforms and ballet female performers will also participate in this show. The Japanese version of the costume exposes the skin, such as limbs.

In Saudi Arabia, when a woman goes out, it is customary to wear a full-body costume called Abaya.

Therefore, this time, we obtained approval from the Saudi Arabian side by changing the design to wear a cover that covers the whole body.

In addition, we decided to make significant changes from the original Japanese version, such as creating a story for a Saudi boy to travel around the world.

Junma was eager to prepare for the various adjustments that occurred with the Saudi side.

“I am a country that is unknown to me. That's why I think it was an opportunity to demonstrate the power of entertainment, and I was able to create a vision that could be made together by the production team and the audience. I hope. "

Fireworks show on Saudi National Day

The day of the performance. Over 10,000 people were packed in a special venue set up along the coast of the western city of Jeddah. At the venue, President Kuroiwa and the leaders of Avex also seemed to be empowered.

9:30 pm The show started with a slight delay from the scheduled time. When fireworks were launched in time with the performance, the venue was very exciting.

Ballet with custom-made costumes and female unicycle performers also perform with smiles on the audience seats.

For 90 minutes, the audience almost took a seat and watched the fireworks and performances that were launched, such as shooting with a smartphone.

And when traditional Saudi dances were performed, the excitement was at its peak.

Director Junma was looking at the event right next to the stage. At the end of the show, they embraced the people involved and finally had a relief.

“I want to continue looking for something that I can do more together in the future. Looking at the sparkling eye reactions of the children, I can share this show with the audience and the production team. I was able to believe in the power of entertainment. I would like to connect the power I received this time to imagination and creativity. "

Evolving into content that represents Japan

Avex President Kuroiwa says that the experience gained in preparing for a performance in Saudi Arabia has become a property for a company that develops content overseas, and wants to export this event to the rest of the world. I was talking.

However, in order to secure profitability, it is indispensable to promote localization, such as hiring local performers at each venue. At the same time, it is necessary to face the challenge of maintaining the quality of the show.

We are looking at future developments to see if the fireworks show can evolve into Japan's leading content.

Director of Dubai Branch Tomoya Yoshinaga