Reiwa-era J-POP: The New Shape of Hits Born from Streaming and Social Media

Once upon a time, when people talked about J-POP hits, CD sales and Oricon rankings were the absolute indicators. But with the arrival of the Reiwa era, that framework changed fundamentally. With the spread of streaming, the number of times a song is played and how many playlists it's added to have become important, and people who enjoy music without buying CDs have become the mainstream. Younger generations in particular find value in accessing music rather than owning it.

Symbolizing this change is the establishment of "viral hits" that emerged in the mid-2020s. When a part of a song is used in TikTok or Instagram Reels and spreads explosively, cases have increased where nearly unknown artists gain attention overnight. For example, a 15-second chorus posted by an indie singer was imitated around the world as a dance challenge, and as a result, streaming plays surpassed hundreds of millions. This phenomenon has a speed and scale that conventional radio or TV promotion could never achieve.

The influence of subscription playlist editors also cannot be ignored. Being selected for official playlists like Spotify's or Apple Music's "Today's J-POP" becomes a trigger for a hit. Especially since 2025, AI-powered song recommendations have become more accurate, and unknown artists are now suggested according to listeners' preferences. This has also given rise to "catalog hits," where songs that had been buried until now are reevaluated.

The nature of live performances has evolved too. Hybrid formats combining streaming lives and real-life concerts have become established, allowing fans in distant places to participate. Furthermore, "open production," where artists interact directly with fans on social media and share the process of making songs, has become common. By participating not only in the finished product but also behind the scenes of production, fans develop a deeper attachment.

So what does this change mean for fans? First, the means to discover your "favorite" have increased dramatically. Because social media algorithms deliver songs you like, encounters that cross genres and regions have become everyday occurrences. Second, as the definition of a hit has diversified, commercial success alone is no longer the only value. Even if small-scale, if a passionate fan community forms, it becomes the foundation supporting an artist's sustainable activities.

Going forward, the J-POP scene will become even more fluid. The collaboration between short videos and streaming will accelerate, and the "instant spreadability" of songs will be valued more than ever. At the same time, fans will change from being passive to becoming active participants who create hits. Understanding this new ecosystem will be the key to enjoying J-POP more deeply from now on.