Avex’s General Assembly “xeva live 2024”
Involvement in event planning from each group company
The challenging spirit in the hearts of the younger generation

In July 2024, Avex Group’s general employee assembly, “xeva live 2024,” took place at Tokyo Dome City Hall. This employee assembly was designed to value employees' proactive involvement, featuring the company’s in-house award “Really! Mad+Pure Award,” where votes from employees determine the winners. Another unique aspect of the event was that new employees from across the group’s company collaborated in the planning of the assembly. In our previous article, we provided a report on the event itself. In this article, we asked the six new employees who took part in the event planning to reflect on “xeva live 2024” and share the pride and enthusiasm they felt as Avex Group employees.

Like an entertainment business festival
A general assembly for employees by employees

For this year’s assembly, opportunities were created to exchange ideas throughout all phases of event planning to incorporate perspectives from new employees. The six guests we have today also contributed their inputs in the planning. What realizations have they gained through this experience?

One of the six, Akihito Hoshi of Avex Music Creative Inc., was awarded the esteemed “Best Individual Award” at the “Really! Mad+Pure Award”, one of the highlights of the assembly. While Hoshi expresses his joy and gratitude, he also shares that his impression of the event as an employee gradually changed during the preparation phase leading up to the actual day.

Hoshi "Frankly speaking, my idea of the general assembly was that it was an event arranged by the company, but as we shared and discussed our opinions, I realized again that this is a “general employee assembly for employees, by employees.” I think that is how I came to see this assembly as my own."

Additionally, Muto Riki from Avex Alliance & Partners Inc. emphasizes the significance of not only incorporating the views of the younger generation but also the fact that opinions were exchanged across different departments and job roles.

Muto "Until this year, I always thought that general assemblies were planned and organized solely by employees from the PR and Administration Departments, while frontline employees like myself were just participants. However, being given the opportunity to provide input as a frontline employee during the planning process for such an important event for all employees made it much more relevant to me."

Leo Miyata, who usually works in the HR department recruiting and training new employees at Avex Inc., was involved as a member of management staff on the day of the general assembly, in addition to his planning role.

Miyata "On the day of the event, I acknowledged the challenges of managing the backstage operations of events like these. During the general assembly, I was able to watch presentations from each group company, which allowed me to better understand and appreciate everyone’s contributions."

So what was memorable to each of them after participating in the general assembly?

Nami Aizawa, who manages voice actors at Avex Film Labels Inc., realized once again the importance of deepening mutual understanding between group companies by seeing each group's presentations.

Aizawa "I was reminded of the extensive diversity of the IPs associated with Avex. I believe it is essential for everyone in the company to share this knowledge. One key takeaway from this assembly for me was that achievements come not only from those in the business departments handling IPs but also from the involvement of everyone in the corporate departments."

Similarly, Ami Kakino, who is in charge of sales to TV stations at Avex Management Agency Inc., pointed out the depth of understanding she gained regarding the projects and creativity of other companies in the group.

Kakino "In our day-to-day work, we prioritize how we could showcase our affiliated artists and performers to the public, but we may have overlooked what other companies are currently focusing on. However, this time, as each group of companies presented their projects, and we actually saw the performers demonstrate their talents, I was able to visualize how their efforts contributed to the popularity and appeal of these entertainers. Gaining insights about other group companies was my biggest achievement from this event."

One of the strengths of Avex Group is its ability to work towards success across the boundaries of each group company. It must have been an accomplishment for many employees to reminisce about their successes on a company-wide scale, making it a new stepping stone for them all.

Miyata "After watching the project presentations from each group, I truly felt that we are a well-rounded entertainment company that expands our business in every direction. I sensed the potential to broaden the scope of entertainment even more by working across all areas of the entertainment business."

The joy and satisfaction of working at Avex,
as felt through the live performances

As the name “xeva live 2024” suggests, one of the major highlights of Avex Group’s general employee assembly is the live performances by their affiliated artists.

Toma Berger, responsible for discovering, nurturing, and managing new talents at Avex Management Inc., also took the stage this time to introduce Bi-Ray, one of the entertainers under his supervision.

Berger "Both the Bi-Ray members and the staff had a different vibe that day compared to usual. The performance at the general assembly was dedicated to the employees who work closest to us, allowing them to get to know us, in preparation for the upcoming debut. As a result, we received a lot of positive feedback. Furthermore, I am grateful to think that our performance at the assembly led us to participate in a-nation 2024, which was held in September. Personally, I was so nervous on the stage that I do not even recall what I said on the stage! Haha."

On the day of the event, live performances by the anticipated newcomers such as Bi-Ray, SHOW-WA, MATSURI, ONE OR EIGHT, the acrobatic sato triplets, and Aina the End, who continues to shine as a solo artist, dancer, and actress, took the stage.

Aizawa "The way live performances flowed throughout the event was well balanced, and I felt that while we were learning about the company, there were also fun elements."

Hoshi agreed, adding, "It was a general employees assembly, but the entire event felt like it was designed as a live concert, didn’t it? Amongst them, Aina the End’s performance was particularly amazing. I felt happy that such a wonderful artist is part of Avex."

Miyata "During the MC segment between songs, hearing Aina the End talk about how she grew up admiring Avex’s music artists, and celebrating the joy of creating new things with her team while overcoming challenges, was very touching. I think we encountered many moments where we could connect with the feelings of our artists at this assembly. I believe it was a great opportunity to recognize that we support such talented artists and create amazing things together. "

Kakino "For me, as a member of Avex Management Agency Inc., I am incredibly happy to showcase our diverse range of artists and performers to the rest of the company. Maki Goto and Ami Suzuki who hosted the event, Marie Iitoyo’s talk added a touch of glamour to the stage, and sato triplets impressed with their skilled performances."

Berger "I think it was a wonderful opportunity to see many employees come together and recognize the kind of entertainment we are creating."

Muto "Working in the entertainment industry, it is easy to get accustomed to a lively atmosphere. However, it was big realization for me that this experience reminded me just how thrilling entertainment truly is. I now believe that the most important thing for us is to stay excited about the work we do."

The challenge with the aspirations held together by the entire company,
The Possibility of Entertainment

How did the general assembly reshape the way the six of them perceive the company? How do each of them now view the “image of Avex”?

Kakino "In addition to the artists who performed at the event, many other talented and appealing artists were mentioned, whether they were directly part of my work or not, like Da-iCE and Cho Tokimeki♡Sendenbu, that made me proud. That is why I want the company to keep producing hit artists, and I would love to contribute to that."

Muto "Since we are a company involved in various entertainment fields, it is not only important to create hits artists, but we also want to be a company that could consistently generate exciting ideas that people will talk about."

Berger "Each group company shines in their own way, and I felt that there is a lot of potential packed in all of them. Since we are involved in a diverse range of businesses, I believe the impact we can make by working together will be even greater. "

To become a company where everyone takes pride in their work, feels excitement, and continuously makes a fresh impact on the world. Finally, we asked each of them what they believe they can contribute as individuals to a company that lives up to the tagline “Really! Mad+Pure”, the key theme of this general assembly.

Muto "As part of the alliance sales team, my role is to collaborate with companies to promote the IPs that everyone is creating. By increasing the value of these IPs that my colleagues have worked hard to develop, I want to contribute to the company, always cherish them and never forget to be grateful."

Hoshi "The artists I supervise are known to the world thanks to the involvement of so many people within the company. This makes me feel even more responsible for creating more hit works. I want to develop artists who will take the world by storm and contribute both in terms of buzz and profitability."

Aizawa "As someone working in voice actor management, my goal is not only to elevate the actors I am currently in charge of but also to challenge myself to discover new talent and help shape the next generation. The phrase “create IP that will last for generations to come,” mentioned during the general assembly, really resonated with me, and I hope to contribute to creating IP that will live through the ages."

Berger "My primary goal is to first develop Bi-Ray, the new group I supervise, into successful artists that can generate profits and contribution to the company. At this general assembly, we were on the stage as newcomers, but for the next one and the one after that, I hope to return to the stage due to our growing popularity. Since “global” seems to be the company’s key focus right now, I want us to take on the challenge of expanding internationally as well."

Miyata "During this general assembly, I often felt a sense of “Avex DNA” in the presentations from each group presentations and the speeches from the three representatives. So I would like to approach my work with a conscious of carrying forward this DNA. As a person in charge of recruiting and training new employees, I aim to concentrate on nurturing human resources that will bring fresh wind to the company."

Kakino "At Avex Management Agency (AMA), there is an atmosphere that encourages the younger generation to pursue their ideas, and I personally had the opportunity to plan and run a photo exhibition (“Manephoto”) featuring all of AMA’s exclusive artists. I believe I was able to take on such challenges because we have many superiors who trust and support what we want to do, even if the ideas are not directly tied to profits. Moving forward, I would like to take on even bigger challenges while living up to their expectations, and I would also like to involve each group company in a project that embodies the spirit of “Really! Mad+Pure” together."

Although each of the six guests has their own unique vision for the future, the Avex spirit can be clearly present in all of them. This shared spirit becomes the starting foundation that unites them beyond the boundaries of individual group companies, allowing them to embrace and get excited about taking on bigger challenges together. This feeling of unity and enthusiasm is surely what many employees experienced at the general assembly as the “potential of entertainment.”