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Partnering With S10, Japanese Entertainment Giant Avex Is Ready For a Global Takeover
Avex Music Group, a partnership between S10 and Japanese entertainment giant Avex, is ready for a global takeover, with Brandon Silverstein as CEO.
For Avex — known in Japan as the fourth major, alongside Sony, Universal and Warner — the early investment in S10 Publishing was essentially a down payment on global domination, the initial step of a five-year plan that culminated this year in AMG’s launch. It’s evident in how Avex produces live events, thanks to AEGX, a deal made with AEG in 2021 that has brought superstars such as Sheeran and Taylor Swift to Japan for sold-out stadium shows. For Ino, the success of K-pop — which he says “built that pathway for foreign music to enter the U.S. market and to succeed globally” — is, in part, what made him confident that the world would similarly embrace J-pop.
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