Matsuri'25 Celebrates Japanese Music and Culture with YOASOBI, Atarashii Gakko! and Ado
- Megan C
- Mar 21
- 5 min read
On March 16th, The Peacock Theatre in Los Angeles was home to Matsuri’25: Japanese Music Experience. Presented by CEIPA x TOYOTA GROUP “MUSIC WAY PROJECT” and Goldenvoice, Matsuri 25’, a celebration of Japanese culture and music, featured performances by artists Ado, YOASOBI and Atarashii Gakko!
Photo Viola Kam
Before the sold-out show began, industry professionals were invited to attend the Matsuri’25: JP Music Industry Mixer, organized by The Japan External Trade Organization (JETRO) Los Angeles. Opening the event was Executive Director of JETHRO Los Angeles, Yoshiko Tsuwaki, expressing her gratitude and well wishes for the night.
Notable executives in attendance were the Chairman of CEIPA, Tatsumi Yoda, CEPIA President, Tatusya Nomura, and Executive Director and CEIPA Board Member, Taro Kumabe. Kumabe took time to thank guests and express his gratitude to all contributors and sponsors. He revealed that “CEIPA and the event focuses on 2 key areas, helping Japanese artists expand internationally in LA(U.S.), London (EUROPE), and Thailand (Asia), and organizing global showcases like SXSW and tonight’s Matsuri’25. The second key area is, developing the next generation of seminars. Matsuri means Festival in Japanese. Tonight is all about celebrating music and culture with amazing artists like YOASOBI, Atarashii Gakko!, and Ado.” Kenko Sone, the Consul General of Japan in Los Angeles, was also in attendance, expressing his goal to strengthen U.S. and Japan ties as he works closely with Japanese American, Japanese nationals, and Japanese-affiliated businesses.
The “Music Festivals and Live Events: The Key to Japanese Artists’ Success in the International Market” panel, moderated by Ryan J. Downey (Billboard, MTV, Loudwire), explored music expansion and the many hurdles artists face establishing themselves globally, touring overseas and the impact anime and video games has had for JPop recognition.
Tom Windish (EVP, Wasserman Music), Ellen Lu (Vice President of Regional Festivals, Goldenvoice), and Rob Kelso (Director of U.S. Operations, Creativeman Productions) highlighted what works and what challenges are faced in the Japanese music scene. Ryan J. Downey brought up a point that can resonate with the majority of people who found their love for J-Pop, he stated how his daughter found her way to JPop through collaborations with video games and anime. This led to a discussion on the possibility of combining music within gaming and anime, leading to more overseas expansion.
Ellen Lu’s response praised Japanese musicians, in that “one of the great advantages is that musicians from Japan are very open to working with and collaborating with anime or gaming,” elaborating on Japan’s artists reaching fans beyond music. Tom’s response touched on finances, “the ticket sales are very strong, and they’re playing, like, some of the coolest festivals in the world, like Coachella and Head in the Clouds. The challenges are…the cost and the visa.” Sharing a positive outlook on the situation the discussion focused on what tools can be used to expand, using Latin and KPop artists as an example of global success.
After the panel, the event sponsors announced that they are holding the “Music Awards Japan” on May 21-22 2025 in Kyoto at the ROHM Theater. It will be live-streamed on YouTube and will allow the spread of Japanese and other Asian music globally, encouraging other overseas artists to participate.
All performing artists of the Matsuri’25: Japanese Music Experience left a small message for all mixer attendees, expressing their excitement to share their culture and music as Japanese artists during this event as well as sharing the stage with other talented and popular Japanese artists. Throughout the show, while most foreign groups or artists will respond and engage in English, they felt comfortable enough to speak in Japanese without a translator making a strong connection between fans and culture.
YOASOBI
The first act was YOASOBI, a duo consisting of singer Lilas Ikuta and record producer/composer Ayase. As they took the stage they welcomed everyone to MATSURI’ 25 expressing their excitement to share the stage with other amazing Japanese artists. They set a perfect tone and energy for the event as energy levels rose even more as the night went on. Their set was full of bright colors, and extremely lively and unique animated visuals. YOASOBI debuted back in 2019 with their popular single “Yoru Ni Kakeru” (夜に駆ける), which exceeded over 1.1 billion streams. Following in success was the 2023 single “Idol” (アイドル), which became extremely popular on TikTok and topped the U.S. Billboard Global Chart.
(Songs Performed: セブンティーン , 祝福, UNDEAD, たぶん , 勇者, 怪物, 夜に駆ける, 群青, アイドル ) (In English by order: Seventeen, The Blessing, UNDEAD, Tabun, The Brave, Monster, Into The Night, Blue, Idol)
Photo YURI HASEGAWA
Atarashii Gakko!
The second act was Atarashii Gakko! made up of members: Suzuka (すずか), Rin (りん), Mizyu (みぢゅ), and Kanon (かのん). The group came in walking through the aisles of the venue, holding up banners as they made their way to the stage. Leader Suzuka, famous for engaging with the crowd at shows, roamed the aisles and crossed through rows full of excited fans. They performed an unreleased song “Free Yourself” and their newly released track “One Heart” (released earlier this month), marking the first time these tracks have been performed live. During ‘Tokyo Calling’ Suzuka expressed how they love LA and want everyone who attended this event to come see them again when they come back to LA. while also encouraging fans to go to Japan to see them as “Tokyo is Calling” us.
(Songs Performed: Change, Fly High, Arigato, Otonablue, Toryanse, Free Yourself, Woo! Go!, Essa Hoisa, Tokyo Calling, NAINAINAI, One Heart)
Photo YURI HASEGAWA
Ado
The last to perform was Ado, famous for keeping her identity hidden from the public to focus on her artistry but known for her anime character chalked up with long black hair. No live videos or photography was allowed during her entire performance, and her set was by far the LOUDEST. At only the age of 22, she’s pushed her way to the top locally in Japan and Globally. In 2020, her debut with ‘Usseewa’ (うっせぇわ) became widely popular. This year marks her 5th year as an artist and in April she will release her first-ever greatest hits album on her upcoming ‘Ado World Tour 2025 Hibana’ where she will be performing new songs. She expressed her love for LA and touched on her upcoming world tour and new album.
(Songs Performed: 唱, 新時代, うっせぇわ, ラッキー・ブルート, Tot Musica, ルル, 愛して愛して愛して, 逆光, Episode X, 踊) (In English by order: Show, New Genesis, Usseewa, Lucky Bruto, Tot Musica, RuLe, Aishite Aishite Aishite, Backlight, Episode X, Odo)
Photo Viola Kam
Matsuri’25: Japanese Music Experience created a celebration of Japanese culture and music. Featuring an industry mixer, live panel, and world-class JPop performances from YOASOBI, Atarashii Gakko! and Ado, Matsuri’25 demonstrated Japan’s mark within the music industry in the US. Brought together by CEIPA, JETHRO, and Goldenvoice, Matsuri’25 will be the first of many projects created to help promote and add to Japan’s cultural and artistic industries.
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