Continuing Its Challenge by Harnessing
Avex’s Synergy: The “Maverick” API of
the Anime and Video Industry (Part 1)

In 2024, Avex Pictures Inc. (API) celebrated its 10th anniversary. How has API navigated the past decade, an era of turbulence known to the anime and video industry, while embracing new challenges? In our previous article, we featured a roundtable discussion with the three presidents who created the API from the ground up.

This is the first installment of a two-part series tracing the various obstacles API has faced in its two main fields: “Anime Business” and “Video Business”.

In this article, we revisit its journey, focusing on its original works, “Paradox Live”, which represents one of the API’s “Anime Business”.

“Paradox Live”:
The Quality and Expansion
Only Avex Could Deliver

“Paradox Live,” primarily managed by Avex Animation Labels Inc. (AAL) within API, is said to maximize synergies between the company and the group while accomplishing multifaceted monetization and accelerating the project’s overall expansion.

The project is called “HIPHOP Media Mix Project” for a reason. While having voice dramas and authentic HIP HOP tracks form its core, its biggest feature is a 360-degree media combination approach.

"We have expanded into various forms of media, including animation, stage productions, live music events featuring the voice actors, comic adaptations, novelizations, merchandise, and even a project showcasing re-edited live performance footage in theatres," says Natsumi Murata from the promotion department.

Murata has been involved with Paradox Live since its inception.

Murata "We have also accomplished various media exposures, such as TV specials and radio programs, as well as extensive coverage in anime and music magazines right from the early stages of the project."

Maria Hamada, who is mainly involved in anime and music production within the animation production department, is one of the creators who launched the project.

Hamada recalls, "When I first heard about the concept that would become Paradox Live, I thought it sounded very interesting. I remember approaching the team and insisting that I wanted to be part of the project myself."

This insight reveals how the project has grown with the strong passion of everyone involved. From here on, the Paradox Live project team’s efforts and advancements continue.

Kurashima "We leveraged Avex as we developed a 360-degree approach."

Yoichi Kurashima, who currently serves as a producer of Paradox Live alongside Hamada, explains how they harnessed Avex’s extensive channels for the project.

Kurashima "For example, we worked with Avex’s MV director to create the music video…"

Hamada "It was Avex Digital Inc. who created the voting system, which is crucial for Paradox Live."

Murata "The live events are mainly produced in-house. The AAL live music team has been in charge of them."

Kurashima "It was Virtual Avex Inc. that captured the motion for the anime’s live scenes. We are truly making the most of Avex’s resources."

Murata "On the music side, in 2020, we launched a project where each Paradox Live team collaborated with incredibly talented artists like ISSA, Kumi Koda, and SKY-HI. I believe we were able to achieve this because we are all part of the same group."

Hamada "Among all of API’s projects, Paradox Live incorporates many elements sourced from within Avex. But this is not simply because it was easier to do in-house. Rather, it was the optimal solution to seek support within the company, based on our shared understanding of the creative direction."

Supported by the various specialized departments within the Avex Group, Paradox Live has excited many fans (or, as they are referred to, “heads”, a slang term from the hip-hop culture) in a variety of ways.

And another defining feature of the project is its commitment to creativity, which fuels its wide range of contents.

Hamada "We paid a lot of attention to the visuals, too. From album covers and music videos to costumes, hair, and makeup, we aimed to make everything stylish and cool. Furthermore, I believe this is where the Avex-ness comes in. Our core approach to music is to create tracks that not only appeal to anime fans but also resonate with die-hard music enthusiasts."

Murata "Many new fans discovered Paradox Live through the music. They heard something that piqued their curiosity, checked out the songs, and eventually became engaged with the project."

Creating Diverse Points of Appeal from the Freedom
Exclusive to Original Works

Paradox What is the significance of creating and competing with original works, “like Paradox Live”?

Kurashima "On one hand, original works certainly come with their challenges in developing something new. However, when we want to try something interesting or experiment with new ideas, the freedom to make those ideas a reality is high."

Hamada "When making decisions, what I always prioritise is my own instinct. As a Paradox Live heads myself, I think about what kind of merchandise I would love to have and I hold onto those feelings. To immerse people in the world of Paradox Live with admiration, we strive to deliver both the surprise of “What is this? It’s amazing!” and the reassurance of “Ah, yes, this is what I wanted!” We trust our instincts to bring both emotions to the world, and that is something we feel incredibly proud of."

Trusting their instincts and delivering what fans crave, while still surprising them. Additionally, the mindset of wanting fans with a wide range of music tastes to love it, brings even more depth to the world of Paradox Live.

Murata "The battles that take place in the project revolve around the appeal of live stages. Every team that appears has a distinct musical identity and competes based on that."

Hamada "Each team performs a different subgenre of hip-hop. For example, grime, trap, jazzy hip-hop, or even fusion styles. We are dedicated to strengthening each team’s artistic identity."

The music diversity within the project also leads to a wide range of fan “favorites”. There are many fans who are devoted to one team’s music while not listening to the other. However, this only strengthens each fan’s attachment to the work and deepens their love for the project.

A work that is irreplaceable
for each individual

At what moments do they truly feel the love for this project? To conclude, we asked them to share their most memorable experiences.

Hamada "Live performances are truly special because they create a space where we can meet the audience directly and enjoy the music together. Every year, we hold a live performance called “Paradox Live Dope Show”. However, since we started in the midst of the COVID-19 pandemic, it was not until the third year that the audience was allowed to cheer out loud. The moment the show began, the cheers were so loud that the staff could not even hear each other over the intercom. That moment made me cry. The audience was finally able to voice the feelings they had been holding back, and it felt like we could truly see everyones’ faces."

Kurashima "That was incredibly moving. Since this project started during the pandemic, I am amazed that it has endured until now. There are also many younger heads in our audience, so for some of them, this was probably their first-ever live show where they could cheer out loud. I hope it became a once-in-a-lifetime memory for them."

Murata reflects on the early days of the project, back when it was first introduced to the public. As an original work, there were uncertainties and challenges.

Murata "With original works, there is not an existing fanbase, so when it comes to revealing information, we had countless meetings about what to show, when, and how. We were incredibly anxious. But all of the API’s departments came together with the shared passion of “We are going to make this project a hit!” Thanks to the efforts of our marketing team, animate stores were quick to promote Paradox Live at each store right from the moment of the announcement. The day after the announcement, we organized a sticker giveaway event for “CLUB paradox INVITATION” at selected animate stores, and we were surprised to see the long queues forming at each location. It made me so happy."

Hamada "It had only been about 12 hours since the announcement, and yet the lines stretched so long that they wrapped around the entire building."

Those waiting in line must have felt the excitement of something new about to begin. And the very source of that excitement was none other than the API production team and their collaborators, both inside and outside of the company.

Murata "What left a lasting impression on me was how we were able to get the project off to a strong start thanks to everyone’s efforts."

Hamada "I could not help but cry when I saw the girls screaming with joy and taking pictures of the characters we had finally unveiled."

While the production team’s hard work was vital, the project grew thanks to the love of both the fans and those involved. And the fans’ love is surely a reflection of the passion the creators had poured into the work.

We can only hope that the world of Paradox Live will continue to be an irreplaceable place for its devoted “heads”.

In the next article, we will explore API’s challenges in the “Video Business,” primarily led by the Avex Film Labels Inc. (AFL).