Japan has alway been one of the most innovative and mature region in terms of talent management models
AKB 48, the girl pop group originated from Akihabara Japan, is not a typical pop group. It currently contains a whopping 92 members , has one of the most interesting and diversified model in my opinion.
Founded by the show-biz veteran Yasushi Akimoto, AKB 48 achieved gross music sales of USD 215 million in 2011, as well as the effectively handsome amount of revenues and exposures from TV performances, tours, merchandising, and digital.
How’s is the AKB 48 different from the traditional talent management model?
- While the traditional talent model bets on a perfect artist or group of 4-5, AKB48 presents a huge number of ‘incomplete/unfinished’ talents inn front of the audiences and let these girls grow and interactive with the AKB 48 fans.
- AKB 48 is almost like a franchise and a brand, every audience can find the A girl in the group whom they can connect to or appreciate.
- With the large number of members in AKB 48, they can be broken into sub-groups and take on different commercials/shows/performances/TV gigs/projects at the same time. This tremendously increaseS the brand exposure of AKB 48
- When the management company see potentials in certain individual member in AKB 48 with they fans, they can spin out an individual project with special emphasis/promotion on that particular member, ride on the popularity and monetize.
This is almost like a franchise and format model for talents, and it works very well in this new era of entertainment with fans’ tastes are changing faster than ever and fans demanding personal connection to the talents.
Yasushi Akimoto is now also working on exporting this model from Japan and creating JKT 48 (girls group in Jakarta Indonesia) and TPE 48 (girls group in Taiwan)
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