Toward a “Really! Mad+Pure”
Future Together as the Avex Group —
Report on the General Assembly “xeva live 2026”

In July 2026, the Avex Group held its general assembly, “xeva live 2026.” Bringing together the Group’s diverse range of businesses with a shared sense of unity, the event provided an opportunity to share the “Really! Mad+Pure” challenges driving Avex toward the future. It was a day for each and every employee to experience firsthand the Group’s growth and potential, while gaining new discoveries and a deeper understanding of the company.

The event was hosted by comedian and music producer DAIMAOU KOSAKA, known for his distinctive sensibility and quick-witted humor, alongside Hanna Miina, twin talents and influencers with a combined social media following of 1.5 million.

PIKOTARO, produced by DAIMAOU KOSAKA, marks the 10th anniversary of “PPAP” this year. As three creators who continue to pursue their creative work at Avex every day, the hosts brought their own perspectives and shared sense of connection with employees to the stage, guiding the event forward amid laughter and excitement.

Avex’s Evolution Reflected in
Its Global Achievements

At the opening of the general assembly, Katsumi Kuroiwa, Representative Director, CEO of Avex Inc., took the stage. Speaking about the significance of the annual gathering, he emphasized the importance of providing each employee with an opportunity once a year to gain an understanding of the Group’s businesses as a whole, and to develop a deeper interest in, affection for, and pride in their own work. He also expressed his hope that all employees would come together as one to support the company’s continued growth.

Looking back on the challenges and achievements of the past year, Kuroiwa highlighted several specific examples of success.

"At MUSIC AWARDS JAPAN 2026, XG won two awards, including Best Global Hit from Japan. Meanwhile, the TV anime “Gachiakuta” received three awards at the Crunchyroll Anime Awards 2026, including Best New Series. We’re truly beginning to see our global efforts gradually take shape," Kuroiwa said, reflecting on the tangible progress Avex has made in its global expansion.

Looking ahead, Kuroiwa set out Avex’s vision of becoming “a company that every employee can be proud of,” encouraging each and every employee to continue taking on challenges every day and striving for even greater heights.

Honoring the Challengers Shaping the Future:
The Really! Mad+Pure Award

The “Really! Mad+Pure Award” recognizes employees and teams who embody the spirit of Avex’s tagline, “Really! Mad+Pure,” through their challenges and achievements. This year, employees and teams were once again honored in three categories: Best Individual Award, Best Team Award, and Rookie Award. Their “Mad” drive to take action and “Pure” passion are powerful forces propelling Avex toward the future.

The Rookie Award went to a new producer who achieved outstanding results through a new approach to promotion centered on social media. The Best Team Award was presented to Aina the End’s team, whose management, production, and promotion members worked as one to maximize the artist’s value. The Best Individual Award went to an employee who led the project and delivered numerous achievements while working sincerely and closely with the artist.

At the conclusion of the awards ceremony, Shinji Hayashi, Representative Director, CFO of Avex Inc., delivered his closing remarks.

While praising the challenges undertaken by each of the award recipients, Hayashi said, "When the staff themselves are genuinely moved by an artist’s appeal, believe in that appeal, and work wholeheartedly to bring it to others, it leads to results. That is one of the greatest rewards of working in the entertainment industry." He emphasized that a genuine passion for artists and their work is the driving force behind major achievements.

He continued, "If you can take pride in that and enjoy the work you do, there’s nothing better," highlighting the unique sense of fulfillment and appeal that comes with working in the entertainment business. His words of encouragement extended not only to the award recipients, but to every employee who continues to take on challenges in their respective fields each day.

Finally, Hayashi expressed his hopes for Avex’s continued global ambitions: "I hope we will continue creating, one after another, works that can represent Japan and take on the world." With the expectation that the passion of each and every employee will become a driving force in shaping the future of entertainment, the “Really! Mad+Pure Award” came to a close.

Talk Session:
Four Avex IPs Captivating the World and
the North American Business

With the excitement of the awards ceremony still lingering in the air, the event moved on to its talk session. Under the theme of “IP × Global Strategy,” representatives took the stage to discuss four IPs and Avex’s North American business. In a panel discussion with the three MCs, they shared the strategies and passion behind their successes, along with valuable behind-the-scenes stories that could only be heard here, offering insights from a variety of perspectives. It was an opportunity for each employee to experience firsthand the front lines of the global strategy shaping Avex’s future.

Here, we take a closer look at the IPs featured during the talk session.

Film “SAKAMOTO DAYS”

The “SAKAMOTO DAYS” talk session explored the appeal of adapting the popular manga into a live-action film and the journey that brought the project to life.

The session highlighted the compelling story and universal appeal of the work, which can be enjoyed across generations, while also tracing the journey behind its fast-paced transition to live action, brought to life by the director and a star-studded cast. The discussion also touched on elements that showcased Avex’s unique strengths, including appearances by Meru Nukumi and Kasumi Yamaya of Avex Management Agency, as well as the theme song performed by Snow Man. Together, these stories offered a multifaceted look at the many highlights behind the film’s blockbuster success.

Witch Hat Atelier

The “Witch Hat Atelier” talk session focused on the global expansion of a fantasy series that has captured attention around the world.

The session explored the universal appeal of the series as a classic fantasy work that has received prestigious manga awards around the world, as well as the enthusiastic response it has received from anime fans globally. A range of initiatives aimed at bringing the series to audiences worldwide were also shared, including coordinated advance screening events in Japan and overseas and promotional campaigns across multiple countries. The discussion underscored the team’s determination to continue taking on new challenges in bringing the series to audiences around the world.

Aina the End

Aina the End’s talk session centered on her challenges as a solo artist and her vision for the future, looking back on her career to date as well as initiatives aimed at expanding her presence globally.

The session looked back on how she has brought her appeal as an artist to a wider audience through a diverse range of activities in Japan and overseas, including live performances and media appearances. It also touched on her future vision, extending beyond Japan to overseas markets, particularly Asia. The discussion heightened expectations for the next stage of her career, building on her exceptional expressive ability and potential.

XG

The XG talk session looked back on the group’s journey as they continue to evolve on the global stage.

The session reflected on XG’s remarkable global rise at an unprecedented pace, from their world tour and appearances at some of the world’s largest music festivals to major award wins. It also covered their collaborations with leading creators, the response to their album, and projects with a diverse range of brands. Above all, the session highlighted how the members and staff continue to work as one, creating with the world firmly in their sights and offering a glimpse of even greater heights ahead for XG as global artists.

Avex Music Group LLC

The final session featured Brandon Silverstein, CEO of Avex Music Group LLC (AMGL), who took the stage to share his vision for Avex’s global future.

Brandon reflected on receiving the Global Growth Award alongside Kuroiwa as part of Billboard’s Global Power Players, announced in June. The recognition underscored their leadership in accelerating Avex’s global growth and expanding the company’s influence across the global music industry.

He then looked back on the beginnings of his career. Captivated by house music at the age of 14, Brandon began gaining hands on experience in event production while still young, organizing parties for crowds of around 1,000 people. While attending college, he launched a music festival on a farm in Indiana (an early demonstration of the entrepreneurial drive and instinct for audience building that would go on to define his career).

Brandon later founded S10 Entertainment and built his career through close collaborations with some of the most influential figures in the U.S. music industry, including Jay Brown and JAŸ-Z. Through these experiences, he developed the relationships, market expertise, and global perspective that he now brings to his leadership of AMGL.

As CEO, Brandon holds a central role in shaping and executing Avex’s global strategy. His extensive network, entrepreneurial track record, and deep understanding of the global music business position him as a key leader in Avex’s evolution into an increasingly influential worldwide entertainment company.

Speaking about his appreciation for Japanese culture, Brandon said, “I love Japan’s record bars and record stores. I can have an amazing time digging through old jazz records and anime music records.”

AMGL has recently launched a range of new initiatives designed to strengthen Avex’s position in the global marketplace. Brandon also emphasized the importance of bringing Avex’s teams around the world together under the banner of “One Avex.”

By deepening collaboration across Japan, Asia, the United States, Europe, Latin America, and other global markets, Brandon’s vision is to unite Avex’s creative heritage and cultural influence with a powerful worldwide network. This unified approach will create new opportunities for artists, songwriters, intellectual property, and content to reach audiences around the world and help develop the next generation of global superstars.

What stood out most was the combination of Brandon’s global vision and his genuine respect for Japan and its culture. His enthusiasm for exploring new possibilities in IP development is matched by the entrepreneurial ambition that has driven his career and, above all, an authentic, lifelong love of music.

Under Brandon’s leadership at AMGL, “One Avex” represents more than a concept: it is a global strategy built around collaboration, creativity, and scale. His leadership will be a major force in connecting Avex’s strengths across the world with new global opportunities, expanding its worldwide influence, and advancing the company’s position as a leading global music and entertainment powerhouse.

Affiliated Artists Take the Stage and Point the Way to the Future

Every year, one of the major highlights of “xeva live” is the live performances by artists Avex proudly brings to audiences around the world. This year was no exception, with all the excitement audiences have come to expect.

First to take the stage was PG, a 14-member vocal and dance company consisting of seven male and seven female members whose remarkable reach has generated more than 300 million total views on TikTok.

They performed two songs: “BANABANA,” which made its terrestrial television debut last summer and has since become one of PG’s signature viral hits, and “SUPERSTAR,” which drew attention for its musical quality immediately after its release.

Next up was ONE OR EIGHT, an eight-member boy group based in Japan with their sights firmly set on the global stage. They delivered a six-song performance that included “TOKYO DRIFT,” a track that has made waves on charts not only in Japan, but across Asia, Europe, and the United States.

Between songs, member MIZUKI shared his love and gratitude for Avex.

"We, ONE OR EIGHT, will continue taking on the world as part of Avex. We’re able to stand here and perform like this because of all the Avex employees who support us every day."

Each group instantly transformed the atmosphere of the venue with its own distinctive style. For every employee who experienced the performances firsthand, the two groups undoubtedly ignited a renewed sense of passion and excitement.

Closing the General Assembly:
Building the Future One Day at a Time

To close the general assembly, Masato Matsuura, Representative Director and Chairman of Avex Inc., took the stage. "Every year, I see so many different possibilities," he said. Looking back on the company’s beginnings nearly 40 years ago, he reflected, "We started with no money and practically nothing. Step by step, we kept creating artists and bringing them to audiences. By repeating that process over and over, we eventually became a company with this many employees." His words underscored how the steady accumulation of efforts over time has built Avex into the company it is today.

"That said, I don’t necessarily want Avex to become too much of a ‘good company.’ Sometimes I wonder whether the moment we become a ‘good company,’ we might lose what makes Avex special," he continued, revealing his enduring commitment to the distinctive spirit that defines Avex.

However, after hearing the presentations on each of the IPs that day, Matsuura said, "I once again felt a sense of excitement and possibility in the idea of bringing them to people all over the world." Inspired anew by the passion of Avex employees and their global ambitions, he added, "For the past few years, I had started to feel like I’d already done everything I set out to do. But listening to today’s presentations gave me new energy. Let’s all keep pushing forward together." With that, he renewed his determination to shape the future alongside Avex employees. With hopes that the passion and steady accumulation of efforts by each employee shaping Avex’s future will lead to even greater success on the global stage, "xeva live 2026" came to a close.

What "xeva live" demonstrated this year was a clear and unwavering determination: to bring together each individual’s "Mad" passion and "Pure" dedication, and, as the entire Avex Group, create a global future together.