A New Voyage for avex Youth:
Continuing to Create IPs aimed at the World

avex Youth was established in 2022 with the aim of discovering new talent and developing original IP that will lead the next generation of entertainment. Aligned with the Medium-term Management Plan “avex vision 2027”, which sets forth “Develop proprietary intellectual property that is rich in continuity with a global perspective” as a key initiative, avex Youth is embarking on a new endeavor in 2025.

In this article, we spoke with Hiromu Hoshino, who oversees business development, and talent discovery and training at Avex Entertainment Inc., along with Yusuke Mikami and Kosuke Fujii, who are responsible for avex Youth. We are also joined by the members of ONE OR EIGHT, a group that represents this initiative and their management team to discuss their journey so far and what lies ahead.

Focusing on Personal Growth:
The "Essence" of avex Youth

As stated in the Medium-term Management Plan “avex vision 2027”, one of the company’s core missions is to continuously create IP capable of succeeding on the global stage.

Hoshino "avex Youth was established to realize this mission. Until then, artist development had been carried out as an extension of the Avex Artist Academy, our talent training school, while a separate department handled the development of new talent. avex Youth unified these dispersed resources and expertise into a single organization. Beyond discovering and nurturing new artists, we also work to broadly share the know-how cultivated here with the next generation of artists. We have been developing the environment, systems, and training programs needed to continually produce artists who can thrive on a global scale."

avex Youth’s efforts can be broadly divided into two areas: discovery and development. In each, they have identified their own unique strengths, the distinctive “essence” of avex Youth.

Mikami, reflecting on the organization’s journey over the three years since its launch in 2022 says:

Mikami "Currently, we have partnered with dance studios, vocal studios, and other training schools in Tokyo, Nagoya, Osaka, Sapporo, and Fukuoka, which serve as avex Youth’s bases of operations. Through auditions and scouting in these regions, a steady stream of talented individuals has been brought together within avex Youth, forming a self-sustaining ecosystem. On the development side, since around 2017, we have had opportunities to observe the rigorous training of K-POP artists up close. Using the insights gained there, we have built and implemented training methods that incorporate our unique approach, including physical and mental care as well as language lessons. Looking back on our activities so far, I am once again convinced that discovering new talent and developing new IP holds an extremely important position within Avex today."

Hoshino "The trainees who gather here are mostly elementary and middle school students, around 10 to 14 years old. We thought carefully about how to support their growth during this critical period, not just by improving their vocal and dance skills, but also by properly caring for their physical health. As part of this effort, we brought in a sports trainer who also works with a professional baseball team. This allows each trainee to receive personalized guidance and treatment. We also provide programs on maintaining physical condition, including diet and sleep, while promoting understanding among trainees and their guardians."

In an era where domestic competition is strong and the rising popularity of K-pop and other global pop culture increases the pull of overseas agencies, avex Youth has made the body and mind of each trainee its first priority. This approach may be the true reflection of avex Youth’s sincere engagement with young talent, its very “essence.”

Hoshino "What's equally important to physical well-being is mental well-being. Trainees are constantly working hard in a competitive environment. While this entertainment industry requires resilience to thrive, it also carries the risk of causing mental strain. Since we are entrusted with these young people’s futures, taking care of them to that extent is essential. We also recognize that trainees may feel hesitant to share their worries with staff directly, so we’ve established a consultation desk where they can seek advice from a third party. Additionally, we’ve incorporated yoga and mental training programs, creating a system to detect and support trainees experiencing mental health challenges."

avex Youth Studio Tokyo:
A New Facility for Learning and Growing Together

In May 2024, a new studio facility that represents the beliefs and passion of avex Youth began operations.

Mikami "We established avex Youth Studio Tokyo in Sakurashinmachi as a world-class facility for developing globally competitive artists. It includes a dance studio, a vocal studio, a recording studio, and 18 rooms for private lessons. It's not just a place to complete lessons within a curriculum but it's a place where trainees can fully absorb what they have learned and continuously put it into practice. We call this the “24/7 mind,” and the facility is already serving as a space where many trainees dedicate themselves to practice all day, every day, with our staff supporting alongside them."

In addition to the unique training program mentioned earlier, avex Youth provides an ideal environment in terms of facilities, allowing trainees aiming to become artists to fully immerse themselves in training for both physical and mental growth. They say that what you gain from spending your days at avex Youth is “learning” in a broader sense.

Hoshino "One of the three concepts we set when establishing this studio is “Not School.” This isn't just an academy for training. We don't want trainees to learn something from just a single lesson. We want them to fully absorb the various stimuli around them, making the most of the entire facility. The studio as a whole has been designed to serve as a place that embodies this idea."

For example, spaces for interacting with fellow studio users are set up throughout the building, including the rooftop. Those who gather here are not only avex Youth trainees, but also other artists active on the front lines. Seeing seniors who are globally focused and one step ahead dedicate themselves to music and performance, and feeling the atmosphere they create, provides young artist candidates with a special, indescribable kind of learning.

The second concept is “Culture.” While the studio aims to create and share new culture, it is also intended for the young artists who gather here to absorb the history and culture passed down by those who came before them.

Hoshino "The facility features unique artworks, art books covering everything from fashion to street culture, and vinyl records that allow trainees to learn about and experience the history of music. It’s not enough to just focus on dance and singing, we believe it’s very important for trainees to get exposed to and inspired by a variety of cultures, including art."

The final concept is “Flagship.” The studio’s mission is also to serve as a symbolic flag for the ambitious goal of producing artists from Japan who can succeed on the global stage.

Currently, the third floor of the facility is dedicated to the “WARPs Project,” which aims to develop a new boy group for the world. ONE OR EIGHT, the first artist in this project, is based here and has already begun activities both domestically and internationally. They themselves are strongly aware of their role as a symbolic presence embodying the spirit of reaching out to the world from this very place.

Fujii "The members of ONE OR EIGHT travel across the world daily for performances, but when they return to Tokyo, they come here almost every day. While taking dance and vocal lessons, each of them continually works to refine their skills here. The WARPs Project has 35 WARPs trainees aiming to follow in ONE OR EIGHT’s footsteps, and they also practice on the third-floor space alongside them. At times, they even receive direct advice from the members. I think this not only promotes the trainees’ growth but also functions effectively as a system for continuously producing outstanding artists."

From avex Youth Studio Tokyo to the World:
ONE OR EIGHT Takes Flight

ONE OR EIGHT is an eight-member dance and vocal group that debuted in the summer of 2024. Their debut song was featured on Spotify's official “New Music Friday” playlist in 16 countries and regions, including the U.S., and they have continued to make a global impact.

As the first group to take off globally from avex Youth Studio Tokyo, we asked the members of ONE OR EIGHT for their honest thoughts on the studio environment.

"We come here every day (laughs). So, we definitely spend more time here than at home," says member MIZUKI.

MIZUKI "If we don’t have other commitments, we’re basically here. Practicing individually, working on choreography together as a group, and just making the most of our time."

SOUMA "I feel at ease when I'm here (laughs). But at the same time, if there's even a single day I'm not in the studio, I get a bit anxious thinking that the other members are practicing in the meantime, and then I end up coming to practice in the evening, too. I really think this place is where we grow."

RYOTA "Since everyone is pushing each other, it’s a place where you naturally get in the zone. It’s the best studio. I feel like it’s a place where I can really grow."

YUGA "Since we're in the same place every day, we listen to each other’s recordings, discuss our performances, and I think we're constantly having really meaningful communication."

NEO "I think every member has probably experienced a great deal of growth since coming to this studio."

How does the management team see the members? Kazutaka Yura, who shares the daily ups and downs with them as their manager, smiles as he explains:

Yura "When I watch ONE OR EIGHT perform on live stages both in domestic and abroad, I feel their confidence as artists showing in every expression and movement. Yet, the moment they return to this studio, their eyes go back to that of trainees, and they dive back into practice."

For the members, it is a place to grow and eventually take flight, yet also a place they can always return to. Truly, it is worthy of being called their home, a source of energy for growth and progress.

"When everyone is using the studio, I often sneak a peek through the small window in the door…" says fellow manager Chong Hyanga.

Chong "Here, I constantly see each member engaging with their music and performance with sincerity. Whether they’re practicing with full focus, immersed in their own world, or discussing their challenges with one another, seeing these serious efforts inspires us to do our best for them, too. Since this place has already become a second home for the members, I always try to maintain a warm, comfortable environment."

Masaya Iwashita, who leads the management team, notes that the studio has strengthened the sense of solidarity among both members and staff.

Iwashita "I’m really grateful for an environment where I can come to the studio almost every day, knowing that someone will be there. Even small, like, “I don’t need to message you on LINE, but I’ll talk to you when I see you” kind of seemingly trivial interactions can actually be incredibly important sometimes."

By becoming an important place for each individual and for the group as a whole, this studio generates value that goes beyond its physical facilities. It seems as though each member, through their dedicated efforts here, is helping to shape the meaning of this place.

MIZUKI "Since we’re the first group to launch from this studio and go out into the world, I hope this facility will continue to be a place that produces the next generation. All of us need to keep working hard so people will think, “If I practice here, maybe I can become like ONE OR EIGHT.”"

TAKERU "Our music and dance are truly born here. I’d be happy if this place could become a source of hope for the next generation and inspire the artists who follow after us."

TSUBASA "I think there’s meaning in the fact that the studio is located in Sakurashinmachi. I want to make this entire town a kind of sacred place for Avex, so that when people think of Avex, they think of Sakurashinmachi."

REIA "I want the connection between this studio and the group ONE OR EIGHT to become something Avex can be most proud of. And through that, I hope to help make Avex as a whole even bigger."

Chasing big dreams and turning them into reality one by one. With the vast ocean of world-class entertainment before them, this studio feels like their bold ship of adventure. With their sights firmly set on their goal, the team comes together to set sail for the world.

The Future of avex Youth
Supported by Empathy

avex Youth is now taking a fresh look at its relationships with the fans and partners who support their artists. At the heart of this is “empathy” for nurturing young talent.

Since its launch two years ago, avex Youth has not actively shared much information about their artists’ development. However, moving forward, they see true value in making daily activities more open.

Mikami "With ONE OR EIGHT leading the way, avex Youth has finally reached a stage where we can show tangible results to the world. From now on, I believe there’s huge potential in sharing not just the success but the journey, how artists grow to make their mark globally, and letting people follow those stories."

Hoshino "For the artists themselves, starting their careers with an awareness of their fandom, and feeling firsthand what it means to be supported, will be an important part of their learning process."

Finally, we asked the three what challenges lies ahead for avex Youth.

Hoshino "In terms of building a fandom, I believe the first concrete challenge is to strengthen our ability to communicate through platforms like social media and YouTube, creating richer interactions."

Fujii "From an on-site perspective, I think it’s about further stimulating communication within avex Youth Studio Tokyo. Recently, senior Avex artists have also begun using the studio. I want it to become a place where they can see the trainees and pass the torch across generations, and where the trainees themselves can meet through creative work, sparking chemistry and meaningful collaboration."

Mikami "As we continue to develop avex Youth, we’ll meet and interact with many young people, and I want this organization to be one that truly expands their potential. When aspiring artists think about going global, many wonder if they should join a Korean agency or move to America. I hope avex Youth can become that first place they look into, a place where they feel they can take on the world."

Those striving for greater heights, those who support them up close, and the many who cheer from afar—at avex Youth, these diverse passions converge, intersect, and drive artists toward even higher stages. avex Youth now stands at the very starting point of a history that will continue to create globally beloved IPs.