Copyright is not just about protection:
The significance of music publishing companies
in this day and age

Avex Music Publishing Inc. (AMP), the maestro of musical ingenuity, handles not only copyright management, promotions, and collaborations with esteemed songsmiths both domestic and international, but the art of pitching musical gems to artists and record labels as well. But what does it truly mean to be a music publishing company? How does AMP, the vanguard of Avex's musical empire, differentiate itself from traditional record labels? In this epic three-way conversation, we had the privilege of unwinding the lexicon of music publishing, copyright intricacies, and the visionary aspirations of AMP, as shared by the virtuosos themselves—Mai Hirose, Sachiyo Harada, and Naoki Suefusa.

Expanding Beyond Mere Copyright Management:
AMP’s Three Missions

First off, AMP was established in 2010 as the music publishing arm of Avex. Its primary purpose was for Avex, renowned for producing numerous hit songs as a record label, to take charge of managing the copyrights associated with those songs in-house.

Generally, a music publishing company receives the music copyrights from the songwriters and submits them to copyright management organizations such as JASRAC and NexTone. Their main role lies in distributing royalties and revenues received from those copyright management organizations to the rightful owners.

On the other hand, AMP goes beyond copyright management, excelling in music utilization development and song production. The pivotal aspect of this discussion lies in the fact that AMP's current scope of work extends far beyond mere copyright management.

AMP's operations can be broadly classified into three categories:

1. Copyright Management: This involves handling copyright contracts with domestic songwriters, agreements with international publishing companies, filing various notifications with copyright management organizations, and distributing royalties to contractees.
2. Music Utilization Development: AMP promotes managed songs according to market needs, exploring avenues for their utilization and maximizing their potential.
3. Song Production: AMP collaborates with domestic and international songwriters to create new compositions, presenting them to artists and record labels.

Naoki Suefusa, a member of the domestic unit, takes on a primary role within the realm of domestic music copyright management.

Suefusa "Copyright alone does not yield compensation merely from someone using your music. AMP enters into copyright contracts with songwriters and files them with copyright management organizations such as JASRAC and NexTone, allowing us to receive the rightful compensation. As the music is utilized across various scenes, AMP receives the collected copyright usage fees from those organizations, ensuring accurate and proper distribution to the songwriters. We oversee the entire process of management, from contracts to notifications and distribution."

Handling the copyright management of foreign music falls under the responsibility of Sachiyo Harada, a member of the International Unit.

Harada "In Japan, we directly contract with rights holders for copyright management. However, when it comes to foreign songs, the rights holders are typically based overseas, with the songwriters themselves or international publishers managing those rights. If you wish to use foreign songs in Japan, you must directly contact the rights holders. Obtaining their permission can pose significantly high hurdles. In such cases, our International Unit receives the rights to the songs from the original publishers overseas and acts as the representative for managing the songs in Japan. While Suefusa handles tasks related to the Original Publishers, our area of responsibility is referred to as the 'Sub-Publishing.' With us, the Sub-Publishers, managing the songs, we act as a local contact point in Japan for foreign songs. This allows users to confidently utilize the songs without the fret, while also enabling foreign rights holders to avoid missed opportunities due to the hurdles in obtaining permissions."

However, it's not just about managing domestic and international music; to ensure that more people listen to and use the music, the proper footwork is necessary. That's where Mai Hirose, a member of the Rights Development Unit, comes in. She is in charge of Music Utilization Development and Music Production.

Hirose "We handle a wide variety of music promotion for different media outlets, companies, and advertising agencies such as cover songs, commercials, games, and movies. Taking past Avex releases as an example, songs by TRF and globe, which were released over 20 years ago, still have demand in terms of music utilization development. Recently, there has been a notable increase in opportunities, particularly in commercials, visual works, cover projects, and even offers from overseas. Additionally, we extend offers for music production to international songwriters through AMP and actively pitch the resulting songs to various labels. This 'pitching' process is also one of our important missions."

Protecting the Rights of
Songwriters and Expanding Their Potential:
AMP's Strength Lies in a
“One-Stop × Multidimensional” Approach

When you hear the words "music publishing" or "copyrights," you might imagine a job focused solely on safeguarding those rights. However, as the conversation unfolds, it becomes clear that their work encompasses a wide range of activities, from operations to creation.

Hirose "Our mission goes beyond protecting copyrights; we also engage in promoting music in various ways to ensure its utilization. We also embark on creative endeavors to produce new songs that resonate with the needs of the times, working closely with songwriters. We are currently dedicated to generating fresh tunes and increasing our portfolio of self publishing rights* songs, an effort we’re really focused on."
*Publishing rights: These are the rights entrusted to music publishing companies by rights holders, allowing them to manage and engage in promotional activities.

AMP collaborates with songwriters and works closely with record labels to co-create songs that meet their demands. This aspect of song production may be a far cry beyond the conventional image of a music publishing company for many.

"That's where the challenge and excitement lie," explains Hirose. "The joy when a release is confirmed is truly remarkable. And beyond that, my dream is for the songs we create here to be recognized by many and become enduring 'standard' tunes that are sung for years to come."

The unique strength of Avex lies in its ability to achieve widespread recognition for songs.

Suefusa explains, "First and foremost, Avex Group represents a multitude of artists within the domestic market, which is a significant advantage. We can increase the awareness of our songs through the exposure of these artists. Additionally, Avex has dedicated teams for securing tie-ups, enabling us to expand opportunities for usage in various media such as television, commercials, and advertisements. Another distinctive feature is that we have teams for live production and a company specializing in music distribution within the group. This allows us to deploy a comprehensive and multifaceted promotion strategy from every angle."

Harada adds, "In recent times, it's becoming less common for songs to be solely produced by domestic songwriters. Many songs now involve a mix of domestic and foreign writers. For instance, when it comes to using such songs in visual content like DVDs or streaming, the rights clearance process can be complex. However, AMP's advantage lies in the fact that we have dedicated teams responsible for both domestic and international rights management for songs that are 100% under our management. This allows us to smoothly handle the process and brings significant benefits."

Hirose "Additionally, when it comes to using songs directly for commercial purposes, such as playing CD recordings as background music in stores, AMP provides a one-stop solution for both publishing and master recording* rights. This unique advantage of Avex allows for speedy and efficient rights clearance. Furthermore, unlike major foreign labels handling numerous cases, AMP is a domestic independent publishing company, enabling us to provide more attentive care to each individual songwriter. We also consider this aspect a strength."
*Master recording: Refers to the "master audio source" created when a song is completed.

Currently, AMP manages over 30,000 songs, with the number continuously increasing by thousands each quarter. Among them are songs that have seen the light of day thanks to AMP members discovering them.

Harada "For example, if we come across a foreign song title that we find appealing and realize that its rights are not managed by a sub-publisher in Japan, we can reach out to the creator and establish a contract. A few years ago, I was researching a song that was used in a figure skater's program. I really liked it. Then I discovered that the rights were not managed by a sub-publisher in Japan. It happened to coincide with a period of major figure skating competitions, and if we could secure the contract before the broadcast, AMP would be able to collect all the generated profits and distribute them to the rights holder. I immediately contacted the rights holder and finalized the contract, allowing us to promote the music in Japan when it had the highest exposure. The rights holder was very pleased. It was an incredibly rewarding experience in this line of work."

Helping establish rules for copyrights and
aiming to be an adaptable publisher

Labels are to artists, what publishing companies are to songwriters. AMP has teams dedicated to protecting the rights of songwriters and expanding their possibilities, and it's not uncommon for them to handle the works of other companies as well. By examining such examples, we can see that AMP's actions are driven by a mindset that considers not only its own interests but also the industry as a whole.

Harada "Discussions are currently underway regarding the handling of music in the metaverse and whether to grant copyright to AI-generated compositions. Many rules concerning these new technologies have yet to be clearly established. AMP aims to actively participate in shaping such rules. For instance, our members actively participate in committees and research groups within the Music Publishers' Association (MPA), where representatives from various music copyright departments come together to address issues and explore new domains. We believe in actively participating in creating the foundation of the industry and collaborating to come up with important rules that safeguard stakeholders’ rights."

Suefusa "While embracing new approaches, we also firmly believe in taking care of the areas that have been left behind. In reality, there is still a lack of awareness regarding copyright, and many cases involve unintentional unauthorized use of music. We believe it's essential for us to continuously explore methods and processes to promote a correct understanding."

Hirose "We constantly strive to be a flexible and adaptable music publishing company. We ensure that rightful compensation is received where it's due, while also allowing freedom in areas where it's not necessary. By doing so, more people can have access to using music, and it opens up possibilities for songwriters to reach a broader audience. We see it as a mutually beneficial arrangement, encompassing the potential benefits for both users and creators."

When we hear the term “copyright,” it's hard to deny that it often carries a sense of complexity. Even individuals involved in the entertainment industry can feel that way, let alone the general public.

However, upon learning about the actions taken by AMP's members, driven by their commitment to both the creators who produce the music and the users who wish to utilize it, one naturally realizes that the negative perception surrounding copyright can be done away with. They are leveraging the broad range of Avex's business strengths and will continue to establish their relevance as a new-age music publishing company that aligns with the current times.