Visa and Universal Music partner to enhance music fan experiences

Visa Worldwide Japan and Universal Music LLC have signed a basic agreement to collaborate on creating new experiences for music fans and artists. The partnership aims to leverage Visa’s global payment network and Universal Music’s content expertise to enhance fan engagement through music events, live concert sponsorships, and special experiences in Japan and the broader Asian region.

The collaboration focuses on the growing “oshi-katsu” (fan activity) market. Key initiatives include supporting the economic ecosystem surrounding live entertainment, which in Japan is estimated to reach approximately 640 billion yen. Past and ongoing examples of their cooperation include the “SAISON CARD Digital <Ado>” branded credit card and providing Visa cardholders with priority access and seamless payments at pop-up stores, such as the recent “After Hours Til Dawn Tokyo” event for The Weeknd.

Universal Music executives noted that the partnership seeks to expand the global reach of Japanese music, suggesting a shift from the term “J-POP” to “J-MUSIC” to better reflect the diverse genres currently gaining international traction.