Universal Music and Sony Music Entertainment Establish Joint Venture for Music Festival Business in Asia

Universal Music LLC (Headquarters: Shibuya-ku, Tokyo; President and CEO: Naoshi Fujikura; hereinafter "UM") and Sony Music Entertainment (Japan) Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and President: Atsuhiro Iwakami; hereinafter "SME") are pleased to announce the establishment of NINE BY NINE Inc. (hereinafter "NINE BY NINE") on April 1, 2026, for the purpose of planning and operating music festival businesses in the Asian region.

Background of Establishment

Currently, Japanese music is garnering more attention than ever worldwide, particularly in Asia, driven by hits originating from Japanese anime and social media, as well as the success of overseas tours by Japanese artists. With inbound tourism focused on music experiences also flourishing, the importance of creating venues to showcase the Japanese music scene to global audiences is increasingly growing.

Against the backdrop of these changes in the market environment, UM and SME have jointly established the new company, NINE BY NINE. Under this new entity, the two companies will combine their long-cultivated expertise, know-how, and networks in the entertainment field to jointly host music festivals originating from Japan throughout the Asian region.

Overview of the New Company

Company Name: NINE BY NINE Inc.

Date of Establishment: April 1, 2026

Location: Jingumae Tower Building, 1-5-8 Jingumae, Shibuya-ku, Tokyo

Representatives: Ichiro Tamaki (Representative Director and President), Hidehiko Otani (Representative Director and Executive Vice President)

Business Activities

・ Planning and production of music festivals in the Asian region

・ Support for overseas expansion and promotion of Japanese artists

Future Outlook

NINE BY NINE is planning a series of music festivals in major Asian cities, with the first event scheduled to be held in 2027.

By maximizing the resources and global networks of both companies, we will support the long-term success of Japanese music by expanding opportunities for local fans to encounter Japanese artists through high-quality live experiences and effective promotions, primarily in the Asian region.

Furthermore, we will continue to expand partnerships with other companies to further business growth and strengthen the foundation for the aforementioned outlook.

Sony Music Entertainment (Japan) Inc.

As a comprehensive entertainment company, we develop our business in a multifaceted manner. In addition to marketing, tie-ups, the discovery and development of artists, talent, and creators, and the promotion of overseas business, we are challenging ourselves to create new entertainment businesses, including digital content, live entertainment, music streaming, and sports entertainment.

Official Website: https://www.sme.co.jp/

Universal Music LLC

Universal Music Group fosters culture through the power of art.

We are a world leader in the entertainment field with music at our core, developing a wide range of businesses including music production, music publishing, merchandising, and video content.

We provide the most comprehensive lineup of music works covering all genres, discover and develop artists, and deliver many highly acclaimed hit works around the world.

Emphasizing artistry, innovation, and entrepreneurship, we are committed to developing services, platforms, and new business models to enhance the value of artists and provide new experiences to music fans.

Universal Music LLC is the Japanese subsidiary of Universal Music Group.

Universal Music Group N.V. https://www.universalmusic.com/

Universal Music LLC https://www.universal-music.co.jp/