- Client: Sony Music Publishing Japan
AMWE is an emerging Japanese artist with an underground following in Europe, thanks to her track on the Kitsune Label compilation. Sony Publishing Japan wanted to break AMWE into the European scene, with edgy branding that kept in mind her mainstream goal.
Crosslight Global Entertainment built up a niche network for the artist within the European live scene (Paris, London, Berlin) and showcased her at festivals (Tokyo Decadance, Ich Bin Ein Berliner). In addition, we also presented the artist to a more mainstream audience through an artist showcase at Midem, in collaboration with Indochine’s singer, Nicolas Sirkis.
Through our large network, we arranged for European remixes of her work by WAET, brought in fashion photographer, Ryther, to add a touch of the European fashion world to AMWE’s style, and also produced an in-house making-of EPK for the fans.
Finally, as part of our strategy for breaking her into the European music scene, we produced a European music video for AMWE as well.
AMWE received an amazing response from electronic music fans. We had full coverage of her music video through French media, and Indochine (Jive Records) asked AMWE to collaborate on the Japanese version of their single, “Un Ange A Ma Table,” for a tribute to Fukushima’s victims. AMWE and Sony Publishing Japan decided to continue their collaboration with Crosslight A&R when she signed to Universal in Japan.