LA Company Aims to Make J-Pop the Next K-Pop

Nebula17, an L.A.-based music company founded by former Avex USA CEO Naoki Osada, is making significant moves to increase the presence of J-pop in the United States. The company announced an expansion of its executive team, publishing roster, and label operations, signaling strong momentum for Japanese music in the U.S.

Key new hires include Daniel Hong as COO, Martha Blair Reynolds as senior manager of marketing, and René Mark as director of digital, among others. Nebula17 has also added producers Oh Gosh Leotus and Hydra, and producer Xansei to its U.S. publishing roster. On the label side, they have signed artists Hojean, XAMIYA, and Brent de la Cruz.

To enhance distribution and access for its artists, Nebula17 has formed a global partnership with Sony Music's The Orchard. The company will utilize its West Hollywood studio as a center for collaborations and writing camps, specifically to bridge Japanese and U.S. creators. This strategic expansion aims to localize J-pop for American audiences while maintaining its authenticity.

Nebula17 is actively involved in the U.S. launch of Japanese boy band BE:FIRST and has recently worked on projects for Japanese hip-hop artist Awich and girl group HANA. Osada believes that the current environment, influenced by the success of K-pop and Afrobeats, alongside government investment in exporting Japanese IP, creates a ripe opportunity for J-pop's growth in the U.S.

Daniel Hong, the new COO, brings valuable experience from the K-pop industry, which Osada believes will be instrumental in breaking Japanese artists in the U.S. The strategy involves integrating the strengths of both Japanese and American music industry approaches—Japan's process-oriented nature and the U.S.'s results-oriented focus—to create a unique pathway for J-pop's global expansion.