Orfium, a music rights and metadata management software platform based in Los Angeles, has announced a collaboration with Avex Inc., a Japanese entertainment giant. This marks Orfium’s first partnership in Asia and highlights the company’s expansion into the Japanese music market, which is the second-largest in the world. Under the YouTube management agreement, Avex will utilize Orfium’s technology to enhance monetization from the platform and ensure that artists, writers, and composers receive proper compensation for their music.
Orfium has been actively pursuing similar strategies in key markets such as the US and the UK, serving various music publishers, record labels, broadcasters, and production music companies. In 2022, the company acquired Breaker, a Tokyo-based promotional and marketing company, which has since become Orfium Japan. With its AI-based technology and extensive knowledge of the local industry, Orfium Japan aims to bridge the value gap for creators and rightsholders on UGC platforms in Japan.
As part of the partnership, Orfium will take on the responsibility of managing Avex’s music catalog on YouTube. By utilizing their AI-driven matching technology, Orfium will optimize monetization for rightsholders, artists, writers, and composers. Avex, often referred to as Japan’s fourth major entertainment company, operates in various sectors such as record labels, live music, animation, film production, and digital ventures.
Avex Music Creative Inc. President Takeya Ino expressed his enthusiasm for the partnership, stating that Avex and Japan have captivating content and culture that resonates with people worldwide. Orfium CEO Rob Wells also highlighted the significance of the UGC growth in Japan and the opportunity it presents for creators and rightsholders. Orfium’s selection as Avex’s tech partner showcases the company’s capabilities and positions them as a leader in the industry.
This partnership between Orfium and Avex further solidifies Orfium’s presence in the global music market, as they continue to deliver value to their clients through their innovative technology and industry expertise.
Sources:
– Music Business Worldwide