U.S.-Based Japanese Music Company Nebula17 Expands Team & Roster: ‘J-Pop Feels Ready for Its Moment’

Nebula17, the L.A.-based music and creative company founded by former Avex USA CEO Naoki Osada, has expanded its executive team, publishing roster and label operations and is beefing up its initiatives to connect Japanese and U.S. artists, the company tells Billboard.

The new hires include Daniel Hong, who has joined Nebula17 as COO following stints as CEO at YG USA and COO at JYP USA; Martha Blair Reynolds, who joined as senior manager of marketing following her work at Ricky Reed‘s Nice Life Recording Company; René Mark, joining as director of digital following previous roles at Interscope Geffen A&M and Life Life; Natalie Walsh, who will serve as director of A&R after working with artists including Sabrina Claudio and Nasri; Harukaze Wakabayashi, formerly of Warner Music Japan, who joined as senior manager of international; Zac Cruz, previously of Avex and Revels Group, as A&R/marketing manager; and Oscar Cornejo, who has worked with Tyla and Ye (formerly Kanye West), as head engineer.

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Nebula17 has also signed three to its U.S. publishing roster. They include producer, musician and sound designer Oh Gosh Leotus (Doechii, SZA, Mariah the Scientist); artist, songwriter and producer Hydra (Sango, GoldLink, ELHAE); and producer Xansei (XG, NLE Choppa, Sabrina Claudio). On the label side, the company inked New York-based artist and producer Hojean, who blends indie pop and alt-R&B; XAMIYA, a duo consisting of Sansei and Kamiya that was selected for this year’s Spotify’s Fresh Finds program; and artist, producer and creative director Brent de la Cruz.

For distribution, Nebula17 has struck a global partnership with Sony Music’s The Orchard, giving its artists and partners in Japan greater access to U.S. and international streaming platforms. To foster connections between Japanese and U.S. creators, the company will also be using its West Hollywood-based studio house as a hub for collaborations and writing camps.

Nebula17 is currently spearheading A&R initiatives for the U.S. launch of Japanese boy band BE:FIRST, whose first global EP, WATCH ME, debuted at No. 130 on the Billboard 200. Other recent Nebula17 projects include Japanese hip-hop artist Awich, girl group HANA and Tuber and artist Hoshimachi Suisei’s single “GUM & DROP,” which was co-written by Sabrina Claudio and co-produced by Xansei.

The expansion announced Monday is part of Nebula17’s goal to make J-pop more of a going concern in the U.S. market, similar to how K-pop gained a foothold before exploding in popularity with bands like BTS and BLACKPINK. Speaking with Billboard, Osada says Hong, the company’s new COO, brings “tangible experience” helping break K-pop acts in the U.S. — a valuable skill set as Nebula17 tries to achieve the same kind of breakthroughs for Japanese artists. “Daniel knows what worked and didn’t work [in his previous roles], so he can advise and lead,” Osada adds.

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By setting up collaborations between Japanese and U.S. music creators, Osada says the goal is to “localize” Japanese music for U.S. fans while maintaining its authenticity, with its West Hollywood studio house serving as a meeting point where cross-border collaboration can happen. As for J-pop’s potential, he feels the time is ripe. “I’ve been in L.A. for 10 years, but I didn’t think of this momentum five years ago,” he says. “It was very quiet, but now I realize the momentum of [Japanese music] is just going up [in the U.S.].”

Osada attributes this in part to the recent U.S. breakthroughs of K-pop and Afrobeats music, which he believes is making it possible for other global sounds to gain traction here. He also cites the Japanese government’s recent “significant” investment in exporting Japanese IP, including music. Last year, the Japan Culture and Entertainment Industry Promotion Association, along with the country’s Ministry of Economy, Trade and Industry, launched Music Awards Japan — effectively the country’s version of the Grammys — in an effort to lift the profile of Japanese music globally.

In a statement, Hong echoed Osada’s sentiments about Japanese music’s potential in the U.S., stating, “J-pop really feels ready for its moment out here — the production is incredible, the home fanbase is ride-or-die, and the sound is super fresh. Having seen K-pop grow from day one gives us a solid head start, but J-pop definitely moves at its own pace. What’s most exciting is working with artists who are massive stars back home, yet still have that genuine hunger to try new things and build something from scratch.”

Part of that push includes Nebula17’s involvement in the A&R, marketing and strategy for BEYOND BORDERS, a project featuring Japanese virtual singer Hatsune Miku’s collaborations with Vocaloid producers that was launched in partnership with Japanese entertainment company Dwango with support from the Japanese government. In September, the initiative produced the EP EMERGE M♡DE MIKU, which paired U.S. and Japanese creators including Grimes, slayr, MOLIY, Frost Children, Odetari and George Clanton. It’s all part of a long-term effort to build on the momentum Osada has seen over the past decade while bridging the cultural differences between the Japanese and U.S. music industries.

“Japan is very process-oriented, in my opinion, and [the] U.S. [is] result-oriented,” he says, noting there are pluses and minuses to both approaches. “So what if we take [the] good parts of both cultures? That’s our strategy too.”