How Bandai Namco Uses Its Vast Music Collection to Enhance Engagement: An Interview

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Japan’s content culture is increasingly attracting attention on global streaming platforms, particularly through the rise of game music. This genre, characterized by its non-verbal nature, transcends linguistic barriers and encompasses various styles, evolving into a significant digital asset.

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In a recent interview with NexTone’s digital distribution series, Billboard JAPAN engaged with Bandai Namco Game Music (BNGM), the music label under the Bandai Namco Group.

Since its establishment in 2022, BNGM has utilized NexTone’s distribution services and copyright management to tap into a vast catalog of game music that has accrued over the past 25 years. The label aims to highlight the value of this music beyond its role in games, framing it as a standalone musical genre.

We spoke with Norihiro Fukuda, a pioneer behind the label, and Natsuko Kaneko, who manages rights clearance for its extensive music catalog.

Could you explain what kind of label Bandai Namco Game Music is and talk a bit about its philosophy and mission?

Norihiro Fukuda: BNGM’s concept is sharing the appeal of game music with the entire world. Traditionally, game music has been perceived merely as a component of the gaming experience. By placing it center stage, we aim to reveal its inherent appeal.

So you’d already realized the appeal of game music yourself.

Fukuda: Having previously worked in a record company, I observed that while game producers recognized the music’s appeal, they hadn’t effectively communicated it beyond their immediate circles. Joining Bandai Namco Entertainment, I posited that if we shared the music more broadly, perceptions would shift. For instance, the global affection for Elden Ring hinted at substantial untapped potential for its soundtrack, prompting us to establish this label.

What aspects of BNGM’s handling of game music do you see as especially important?

Fukuda: BNGM’s repertoire ranges from 8-bit tracks to modern electronic music, tracing the evolution of game music over 45 years. We’re committed to showcasing this history, allowing audiences to appreciate the depth of the genre.

Natsuko Kaneko: Our vast collection encompasses numerous IPs and diverse genres, from arcade classics to mobile gaming, providing significant opportunities for future releases.

Currently, your official site lists more than 3,600 tracks. How do you embody the history of gaming?

Fukuda: The number has increased to over 6,000. Our catalog spans beloved classics and various genres, showcasing the broad appeal of game music.

Streaming this music allows audiences worldwide to explore it. Game music can be perceived as a digital asset.

Fukuda: Indeed, our journey began without any streaming presence, and now our extensive library generates notable revenue. I’m thankful to NexTone for their support in helping BNGM thrive.

What fuels the acceptance of Japanese game music both domestically and internationally?

Fukuda: Game music’s non-reliance on language is a significant factor. Esteemed artists have acknowledged its influence, illustrating that game music has roots in broader musical traditions. Additionally, its connection to players’ memories adds to its enduring appeal.

How does BNGM grasp this shift toward game music as an independent art form, and what are your future aspirations?

Fukuda: Our aim is for game music to achieve recognition as a standalone genre, transcending its traditional context. We aspire to see it chart among the global top 10.

Kaneko: BNGM collaborates closely with game developers from inception to ensure our music aligns with the games’ narratives and enhances the overall experience.

Fukuda: Positioned within a gaming company as a music label, we prioritize amplifying our creators’ voices. Future collaborations may further intertwine music production and game development.

Could you share any upcoming initiatives?

Kaneko: We hold a vast reserve of game music ready for release. Our goal is to elevate it and bridge it into mainstream culture, ensuring it reaches a wider audience.

Fukuda: We aim to thoroughly explore our existing catalog while ensuring that game music becomes a central part of the mainstream music scene. Our pride in Japan’s game music encourages us to expand its global audience.

This interview by Yuki Tatsuta first appeared on Billboard Japan.