This past weekend, the heart of downtown Los Angeles pulsed with the electric energy of Matsuri ’25 LA, an unforgettable celebration of Japanese music and culture. Held on March 16, 2025, at the Peacock Theater and presented by Toyota Group, CEIPA Organization, and Goldenvoice, the event not only served as a milestone for J-pop’s international presence but also contributed to a noble cause—supporting L.A. wildfire recovery efforts through MusiCares.
Industry Mixer & J-Pop’s Future Panel Discussion
Before the concert, industry professionals and enthusiasts gathered for an insightful panel titled “Music Festivals and Live Events: The Key to Japanese Artists’ Success in the International Market.” Moderated by Ryan J. Downey (Billboard, MTV, Loudwire), the panel featured key players in the industry: Tom Windish (EVP, Wasserman Music), Ellen Lu (VP of Regional Festivals, Goldenvoice), and Rob Kelso (Director of U.S. Operations, Creativeman Productions).
The discussion shed light on the unique challenges faced by Japanese artists performing in the U.S. Kelso emphasized the financial and logistical hurdles, while Windish acknowledged that despite receptive audiences, visa regulations and costs remain obstacles. Lu pointed out that Japanese artists benefit from their association with anime and gaming, giving them a wider fanbase but often limiting their venue sizes due to costs.
Metrics for determining an artist’s potential in the U.S. were another hot topic. Lu detailed how Spotify rankings and internal analytics play a crucial role but noted that cultural nuances can’t always be captured in data. Windish encouraged artists to interact with fans online to gauge demand, while Kelso stressed the importance of hard data in decision-making.
Anime’s role as a gateway for J-pop fans was also examined. The panelists agreed that while anime is an effective entry point, it’s vital for artists to branch out and establish their own brand beyond that niche. Windish suggested performing at anime conventions as well as nearby venues to attract a broader audience. Lu emphasized treating anime collaborations as a launchpad rather than a permanent identity.
The conversation concluded with a discussion on international collaborations. Windish and Kelso highlighted the growing acceptance of non-English music worldwide. They state that this created new opportunities for Japanese artists to team up with American and other international musicians. Lu pointed to the rising trend of global entertainment consumption, noting how audiences today are more open than ever to non-English content.
Following the panel, video messages from the evening’s featured artists—Ado, ATARASHII GAKKO!, and YOASOBI—were played, further fueling anticipation for the night ahead.
The Concert: A J-Pop Spectacle
Matsuri ’25’s lineup was nothing short of spectacular, featuring performances from some of the most prominent names in contemporary Japanese music.
YOASOBI
YOASOBI opened the show with an electrifying set that transported the audience through their signature blend of storytelling and sound. Highlights included “Seventeen,” “UNDEAD,” and “Monster”, the latter punctuated by a heartfelt message from vocalist Ikuta, reaffirming the band’s mission to share their music worldwide. The crowd illuminated the venue with their phone flashlights during “Tabun,” creating an ethereal atmosphere. The set culminated in the anthemic “Idol,” sending waves of energy through the theater.
“We hope to pursue sharing the charm of YOASOBI with all the fans who are longing for us here in the U.S.”
YOASOBI
ATARASHII GAKKO!
ATARASHII GAKKO! made a bold entrance, weaving through the audience with their flags before hitting the stage with their unmistakable charisma. The setlist spanned a mix of fan favorites like “Change,” “OTONABLUE,” and “Tokyo Calling”—the latter featuring an exhilarating moment where Suzuka ventured deep into the crowd. Their performance of “Free Yourself,” an unreleased track, was a standout, leaving fans eager for an official release. A fun segment where each member had a brief solo dance moment further showcased the group’s individuality and showmanship.
“…to see Japanese music getting this kind of spotlight in 2025, to be just half a step ahead and leading the way… that makes me really happy.”
ATARASHII GAKKO!
Ado
Ado, the evening’s headliner, commanded the stage with a powerhouse performance, blending raw emotion and vocal prowess. She charmed the crowd by sharing her love for In-N-Out and and Macy’s. She then reminisced about her four-month stay in Los Angeles. Her set was a rollercoaster of intensity and emotion, featuring hits like “New Genesis,” “Usseewa,” and “Tot Musica.” She closed with “Odo,” a performance that left the audience roaring for more.
“For matsuri’25, I have prepared an exclusive setlist and special stage production to showcase my performance… so please look forward to it.”
Ado
Matsuri ’25 was more than just a concert—it was a movement, a celebration of Japanese music’s rising global influence, and a testament to the passionate fanbase supporting it. It featured performances that seamlessly blended innovation and tradition. We also witnessed thought-provoking discussions on J-pop’s future in the U.S. The event set a new standard for Japanese artists looking to make their mark on the international stage.
If this year’s Matsuri was any indication, the future of Japanese music in America is not just bright—it’s unstoppable.
Ado Photo: Viola Kam (V’z Twinkle) | All other Photos: YURI HASEGAWA
