YOASOBI, ATARASHII GAKKO! and Ado at matsuri '25: Japanese Music Experience LOS ANGELES

On March 16th, CEIPA, the Japanese music industry organization, launched a sold-out night filled with some of the most sought-after names in J-pop. As part of a partnership with Toyota Group for their “MUSIC WAY PROJECT,” the two companies are looking to strengthen the growth of global interest in Japanese music. Goldenvoice, the promoter behind Coachella, also co-organized the matsuri ’25: Japanese Music Experience with the aforementioned groups. Together, they brought together Ado, ATARASHII GAKKO! and YOASOBI to fans who eagerly awaited a performance for the ages.

Prior to the concert, JETRO—the Japan External Trade Organization—held a panel featuring music executives from both the U.S. and Japan. There, they explained the status of Japanese music and the challenges of expanding it to overseas audiences.

© YURI HASEGAWA
CEIPA board member Tetsuya Nomura and CEIPA Executive Director Taro Kumabe introduced the launch of "MUSIC AWARDS JAPAN," a brand new international Japanese awards show launching in May 2025 and taking place in Kyoto.

© YURI HASEGAWA

In addition, the “Music Festivals and Live Events: The Key to Japanese Artists' Success in the International Market” panel discussed the varying perspectives on how these artists can break into the US market. Tom Windish, the EVP of Wasserman Music, brought up the financial hurdles of visas and production costs that make it difficult for groups to perform overseas. Ellen Lu, VP of Regional Festivals from Goldenvoice, talked about the challenge of lacking benchmarks like ticket sales. Because many of these groups have no historical ticket sales and lack equivalents to compare to, measuring their potential reach in the US is difficult. However, it was noted that Japanese artists are in the unique position to be able to collaborate with anime and games, reaching an audience outside of music fans.

© YURI HASEGAWA
YOASOBI
© YURI HASEGAWA
Before the concert started, fans wrapped around the entire building for merchandise from the three performers. Once the show began, fans brought out their penlights in anticipation of YOASOBI’s opening song, Seventeen. YOASOBI are known for their upbeat, high-energy songs, and the crowd went into a flurry for their latest anime song, UNDEAD. The duo's vocalist Ikura and producer Ayase were dressed in white, punk-bohemian outfits, contrasting with the various brightly colored visuals behind them.

“This festival is all about sharing an amazing time together,” said Ikura. “For the next song, I want to feel a sense of unity. So, everyone, light up your phones and let me see you sway!” After singing a short set of songs focused on Ikura’s vocal abilities and emphasizing the emotional, intimate lyrics of Tabun, The Brave and Monster, YOASOBI brought the energy back up with their chart-topping track, Into the Night. Keeping their best for last, the duo’s Idol stage had the entire building shaking as a sea of pink light sticks.

Set list

1. Seventeen
2. The Blessing
3. UNDEAD
4. Tabun
5. The Brave
6. Monster
7. Into The Night
8. Blue
9. Idol

ATARASHII GAKKO!
© YURI HASEGAWA
Not to be outdone, ATARASHII GAKKO! made a grand entrance as the members marched onstage holding flags behind them. “Hello everyone. We are ATARASHII GAKKO!” bellowed SUZUKA. “Los Angeles, ARE YOU READY?” With a resounding yes from the crowd, the four women fully poured their hearts into the opening lines of Change. Enveloped by fog machines and steam machines, the fiery band showed the audience how they keep their concerts fresh with ‘new school’ energy.

The quartet always knows how to keep the crowd on their feet as their unpredictable antics and routines change depending on the venue. They usually ask the crowd to shout “KONNICHIWA” with them, but this time they rallied fans— like a cheering squad—to get louder during a call-and-response with “GANBATTE” and “WOO” ahead of Toryanse. Normally SUZUKA would be solo crowd surfing during Tokyo Calling and NAINAINAI, but this time RIN joined her in singing amongst the audience in the aisles. As an additional surprise, they sang a live rendition of their two latest songs, Free Yourself and One Heart.

ATARASHII GAKKO!’s development and confidence as performers have been a delight to see in the past four years since their initial US debut in 2021. “LA, thank you so much for your energy,” closed SUZUKA. “We hope to see you again. Tokyo is calling YOU! Next up is Ado-chan!”

Set list

1. Change
2. Fly High
3. Arigato
4. OTONABLUE
5. Toryanse
6. Free Yourself
7. WOO! GO!
8. Essa Hoisa
9. Tokyo Calling
10. NAINAINAI
11. One Heart

Ado
© Viola Kam (V’z Twinkle)
To maintain Ado’s anonymity, guests were told to put away their phones and keep the rest of the concert a phone-free zone. As the Ado box appeared in view, fans began cheering in excitement. Kicking off with her 2023 hit Show, Ado commanded attention with her limited movement from within her box. Of course, she would dance, writhe, and headbang to accentuate the theatrics of her feral screams. This would come into center stage as she dropped the mic at the end of her passionate execution of the "ONE PIECE Film: Red" song, Tot Musica.

In addition to her own music, Ado would provide an otherworldly cover of Kikuo’s hauntingly unforgettable track, Aishite Aishite Aishite. There, her incredible range was on full display as her whispers, screeches, screams, and vocalizations all bore the same cathartic weight. Despite going back-to-back for 10 demanding songs, Ado’s voice and energy never wavered. Reaching the last song in her set, the singer gave a heartfelt speech to the audience in English.

“LA, I’m so glad to be sharing this stage with YOASOBI and ATARASHII GAKKO! It feels like a dream,” said Ado. “I want to share my hopes and dreams with the world. I want to guide as many people as possible towards happiness. That’s why each and every one of you who came to see me today is so precious to me. You’re my precious! It would mean so much to me if you continue to love Japanese music and culture.”

Even though fans cried out for an encore, the house lights turned on and the crowd headed out for the night. Still, the showcase of talent from the three acts to a sold-out venue is a testament to the unrealized reach of Japanese music in the US.

Set list

1. Show
2. New Genesis
3. Usseewa
4. Lucky Bruto
5. Tot Musica
6. RuLe
7. Aishite Aishite Aishite
8. Backlight
9. Episode X
10. Odo

For those who couldn’t make it to the concert, high quality cameras recorded every portion of it for an online broadcast, which became available on March 29th. An archive of the stream is available for viewing on Stagecrowd until April 13th. Tickets to watch the archive can be purchased here.