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The Finest Sounds to Japan project aims at developing new cooperation models and cross-sectoral value chains between music sector and sectors already successfully exporting to Japan (e.g. Finnish and Estonian design, lifestyle brands and technology companies) in order to enhance both parties’ visibility and to boost sales in Japan.

Seminar Program

10:00 – 10:15 Opening words - representative of Music Estonia and Andres Jõesaar 
10:15 – 11:00 Koko Kondo, University of Westminster 
Media Audiences: Local to Global
The presentation will introduce what audience studies have been developed. Industry marketing research tends to focus on big data in quantitative methods as nature of business whereas the audiences research in academic researchers tend to focus on rather intangible aspects by examining dynamics of cultural experiences. This also leads to implications for international business, especially for marketing strategies. 

11:00 – 11:20 Ulrike Rohn, The Centre of Excellence in Media Innovation and Digital Culture 
Western content in Japan 
The presentation will report on a research project that aimed at understanding audience demand for western or globally standardised media content in Japan. It also reports on the challenges and opportunities western media conglomerates have faced in Japan.

11:20 – 12:00 John Williame, Small Fish Agency
How to build an effective presence in the Far East when you are a band
Through a use case scenario (I Wear* Experiment activities in Asia), the presentation will go through a number of essential criteria and best practise that helped the band to raise their visibility and toured successfully in the Far East within a 15-month period.

12:00 – 12:30 Maret Nukke, Japanese Culture 

12:30 – 13:30 Lunch

13:30 – 14:00 Mikhail Fiadotau, The Centre of Excellence in Media Innovation and Digital Culture
Media Mix and Dōjin: Transmediality, Fandom, and Peer Production in Japanese Digital Entertainment
The concept of "media mix" as a cultural model of transmedia storytelling and marketing, which emerged in Japan in the 1960s and has profoundly affected media production, distribution, and consumption in the country. Japan's dōjin scene: a transmedia continuum comprising manga comics, literary works, music, digital games etc., which bears semblance to both indie and fan media, but is different from the two not only in its cultural roots, but in its integration with the mainstream media environment.

14:00 – 14:30 Presentation of the TLÜ students’ project
14:30 – 15:00 Feedback to students, discussion
End of the day