By Roland Kelts
Last week, Line Corp.’s, the operators of Japan’s most popular messaging app, launched an in-app music streaming service called Line Music. Japan is the second-largest music market in the world after the United States, but its consumers have so far been global outliers, clinging to physical products like CDs and DVDs, which comprise 80 percent of all sales, when everyone else switched to digital. Line Music joins the only other active streaming service in Japan, AWA, established late last month by Avex and Cyber Agent. Apple Music, Spotify and Google are said to be studying the market but have yet to make moves.
Some see Line Music and AWA as harbingers of Japan’s music business future, aligning it with the rest of the world. Veteran Tokyo-based producer and songwriter Jeff Miyahara, however, is doubtful. The novelty of streaming will wear thin fast in Japan, he tells me, because it’s a culture that prizes physical products, packaging and the kind of product-focus that is lost when all-in-one streaming services offer millions of songs — with little guidance or categorical control.