Reaching 310,000 People in Shibuya: Rujie Brings 'Borderless Music' to Shibuya Ai Vision

The Crown Production Inc. (Headquarters: Shibuya-ku, Tokyo) has begun an advertising campaign at Shibuya Ai Vision as part of a branding initiative for the 'Borderless Music' singer Rujie.

The area around Shibuya Station boasts one of the highest volumes of pedestrian traffic in the world, with an estimated average of 317,000 people passing by Shibuya Ai Vision daily.

In an era where music is primarily consumed through social media and streaming services, this initiative is attracting attention as an attempt to reconstruct the 'experience of accidentally encountering music in the city.'

A 15-second video is played four times every hour.

A New Expression: 'Borderless Music'

Rujie's 'Borderless Music' is a musical concept that aims to transcend genres, national borders, and existing categories.

Characterized by the intentional absence of explicit lyrics, it seeks to deliver a 'borderless' music experience that reaches each listener's emotions directly through melody and atmosphere rather than fixed meanings derived from words.

Why Shibuya?

Shibuya Ai Vision, where the advertisements are displayed, is a large-scale screen located on the main pedestrian path from Shibuya Station toward Shibuya Hikarie, boasting extremely high traffic.

Shibuya is recognized as a 'symbol of Tokyo culture,' not only by domestic residents but also by overseas tourists.

By playing tracks in this urban space, the goal is to create 'moments of accidentally encountering music' rather than mere advertising contact.

The Declining 'Accidental Music Experience' in the SNS Era

The current music market is formed primarily around algorithm-based recommendations and streaming services.

Meanwhile, experiences such as 'not being able to forget a song heard on the street' or 'remembering music heard by chance' are in decline.

This initiative is also an attempt to create new places for discovering music outside of streaming.

Approaching the 310,000 Pedestrian Path

The area around Shibuya Ai Vision is estimated to have an average pedestrian volume of 317,000 per day.

Furthermore, the advertisement is structured to be broadcast four times per hour, creating opportunities for contact with passersby during various activities such as commuting to work or school, or sightseeing.

This is not mere advertising contact, but implies large-scale real-world contact involving urban residents, tourists, and the inbound population.

It is expected to provide a 'music experience that remains in memory along with the space itself,' different from digital advertising.

Rujie Official YouTube Channel

https://www.youtube.com/@Rujie-official

Comment from The Crown Production Inc.

'In an era where listening to music via social media and streaming has become the norm, we want to cherish the music heard by chance while walking the streets and the experiences that remain in memory along with the atmosphere of that moment.

Through this Shibuya Ai Vision initiative, we aim to create encounters with a new sensation called "Borderless Music."'