Nebula17 is widening its bid to connect the Japanese and U.S. music markets, adding seven executives while expanding its publishing roster, label operation and international distribution reach.

The Los Angeles-based music and creative company, founded by former Avex USA CEO Naoki Osada, announced the expansion Monday. Its most senior new hire is Daniel Hong, who joins as chief operating officer after serving as CEO at YG USA and COO at JYP USA.

Martha Blair Reynolds, previously with Ricky Reed’s Nice Life Recording Company, has been named senior manager of marketing. René Mark is joining as director of digital following roles at Interscope Geffen A&M and Life Life, while Natalie Walsh will serve as director of A&R after working with artists including Sabrina Claudio and Nasri.

The other appointments are former Warner Music Japan executive Harukaze Wakabayashi as senior manager of international; former Avex and Revels Group executive Zac Cruz as A&R/marketing manager; and Oscar Cornejo, who has worked with Tyla and Ye, formerly Kanye West, as head engineer.

New Publishing and Label Signings

Nebula17 has brought three creators onto its U.S. publishing roster: producer, musician and sound designer Oh Gosh Leotus, whose credits include work with Doechii, SZA and Mariah the Scientist; artist, songwriter and producer Hydra, who has worked with Sango, GoldLink and ELHAE; and producer Xansei, who has worked with XG, NLE Choppa and Sabrina Claudio.

The company’s label signings include New York-based artist and producer Hojean, whose music combines indie pop and alternative R&B, as well as Brent de la Cruz, an artist, producer and creative director. Nebula17 has also signed XAMIYA, the duo of Sansei and Kamiya selected for this year’s Spotify Fresh Finds program.

On the distribution front, Nebula17 has entered a global partnership with Sony Music’s The Orchard. The agreement is designed to give the company’s artists and partners in Japan greater access to U.S. and international streaming services.

Nebula17 also plans to use its West Hollywood studio house as a base for collaborations and writing camps involving creators from Japan and the United States.

Building a U.S. Path for Japanese Artists

The company is already leading A&R efforts around the U.S. launch of Japanese boy band BE:FIRST. The group’s first global EP, WATCH ME, debuted at No. 130 on the Billboard 200.

Other recent Nebula17 projects have involved Japanese hip-hop artist Awich, girl group HANA and Hoshimachi Suisei. Suisei’s single “GUM & DROP” was co-written by Sabrina Claudio and co-produced by Xansei.

Speaking with Billboard, Osada said Hong’s experience helping K-pop acts enter the U.S. gives Nebula17 a useful perspective as it pursues comparable opportunities for Japanese performers. “Daniel knows what worked and didn’t work [in his previous roles], so he can advise and lead,” Osada said.

Hong said J-pop “really feels ready for its moment” in the United States, pointing to its production, committed domestic audience and distinctive sound. He added that his experience watching K-pop develop provides a head start, while stressing that J-pop operates at its own pace.

Osada’s aim is to “localize” Japanese music for American listeners without stripping away its authenticity. He said momentum for Japanese music in the U.S. has increased significantly compared with five years ago, attributing some of that shift to the American breakthroughs of K-pop and Afrobeats.

He also cited the Japanese government’s investment in exporting Japanese intellectual property, including music. Last year, the Japan Culture and Entertainment Industry Promotion Association and Japan’s Ministry of Economy, Trade and Industry launched Music Awards Japan in an effort to raise Japanese music’s international profile.

ShowBiz Take

Nebula17’s expansion matters because it combines several parts of the cross-border strategy at once: experienced executives, U.S. publishing and label rosters, global distribution and a physical collaboration space. Rather than focusing only on exporting finished Japanese releases, the company is creating opportunities for Japanese and American talent to work together during the creative process.

That strategy is also visible in BEYOND BORDERS, a project involving Japanese virtual singer Hatsune Miku and Vocaloid producers. Launched with Japanese entertainment company Dwango and supported by the Japanese government, the initiative includes Nebula17’s work across A&R, marketing and strategy.

In September, BEYOND BORDERS released the EP EMERGE M♡DE MIKU, pairing U.S. and Japanese creators including Grimes, slayr, MOLIY, Frost Children, Odetari and George Clanton.

What Happens Next?

Nebula17’s next phase centers on continuing those cross-border collaborations, supporting BE:FIRST’s U.S. campaign and using its West Hollywood facility as a meeting point for creators. Osada described the broader approach as taking the strongest elements from two different business cultures, characterizing Japan as more process-oriented and the United States as more result-oriented.

“So what if we take [the] good parts of both cultures?” he said. “That’s our strategy too.”