What BMSG does

BMSG is a Japanese entertainment management and record label company founded on September 18, 2020, by rapper and producer SKY-HI (Mitsuhiro Hidaka), headquartered in Tokyo. The company operates an integrated 'management + label + creative lab' model that handles artist development from audition through trainee, debut, and solo/group career stages. BMSG manages three boy groups (BE:FIRST, MAZZEL, STARGLOW), multiple solo artists (SKY-HI, Novel Core, Aile The Shota, edhiii boi, REIKO, Ayumu Imazu, HANA, Fumino), and a trainee pipeline, all operating under the Bullmoose Records sub-label. The company has grown to over 100 employees in five years and is privately held, having explicitly stated no IPO plans.

BMSG monetizes through a diversified stack: physical and digital music sales (BE:FIRST Masterplan release doubled revenue despite 70,000 fewer CD units), live events and ticketing (BMSG FES'25 drew 80,000 attendees; arena tour and Budokan concerts across the roster with tickets priced ¥6,980–¥33,000), merchandise via BMSG SHOP, and recurring fan club subscriptions across 10+ artist-specific clubs (BESTY, MUZEUM, STARS, FLYERS, etc.) plus the tiered B-Town community platform (Architect/Resident). The proprietary Unseen Life Plan offers artists matched savings up to ¥5M and independent IFA advisory — a talent retention differentiator. Distribution combines owned e-commerce and apps (bmsg.shop, B with U), major Japanese physical retailers (Tower Records, HMV, Amazon Japan), global streaming platforms, and direct ticketing via AnyPASS with lottery-based priority sales gated by membership.

The company's go-to-market is event-driven and community-led: the annual BMSG FES festival serves as the flagship brand event, audition programs (THE FIRST, MISSIONx2, THE LAST PIECE, No No Girls) function as content marketing vehicles broadcast on Nippon TV and Hulu, and B-Town functions as a co-creation community for high-engagement fans. Notable recognition includes SKY-HI and all BE:FIRST members' selection as 2026 Recording Academy members, plus D&AD Wood Pencil and ADFEST Bronze for the BLACK RECORDS art installation. In March 2026, BMSG entered a 'Second Founding Period,' completing a corporate governance restructuring, taking capital from Incubate Fund and Akatsuki Ventures for global expansion, and announcing plans for its first overseas BMSG FES by 2030.

Name

BMSG

Legal name

株式会社BMSG

Website

https://bmsg.tokyo

Company type

Private

Founded year

2020

Operating status

Operating

Short description

BMSG is a Tokyo-based entertainment management and record label founded in 2020 by SKY-HI, operating an integrated management-label-creative model for boy groups (BE:FIRST, MAZZEL, STARGLOW), solo artists, and trainees, monetizing through music sales, live events, merchandise, and recurring fan club subscriptions.

Ownership category

akta.pro rank

Product category

Music Artist Management and Record Label

NAICS

Record Production and Distribution (51225), Convention and Trade Show Organizers (56192)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Consumer & Public Shows (B2C) Organizers (THAHABAC)

Keywords

• Music artist management
• Record label operations
• Live music festivals
• Fan club memberships
• Entertainment merchandise

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Music Sales (Physical & Digital): Revenue from CD/album sales, digital singles and albums (streaming and download), and limited-edition physical releases with bonus content. Physical releases include standard editions, limited edition BOX sets (e.g., ¥14,000 BMSG FES'25 5th Anniversary Collection BOX), and paper jacket editions. Digital releases span all artist categories.
2. Live Events & Ticket Sales: Revenue from arena tours, solo concerts, fan club events, and the flagship BMSG FES festival. Tickets range from general reserved seats (¥6,980–¥20,000) to premium/SS tiers with upgrade systems (up to ¥33,000). Ticket tiers include B-Town and fan club priority sales, lottery-based advance booking, and upgrade add-ons.
3. Merchandise & Goods: Sale of artist merchandise through BMSG SHOP (bmsg.shop) including apparel (BMSG SPORTS collection, limited collaboration items), calendars, annual goods, commemorative books, DVDs/Blu-rays of live events, and limited-edition print items. EC orders with credit card and Paidy payment; customer purchase limits per item.
4. B-Town Fan Club Membership: Tiered online community membership (Architect and Resident tiers) providing exclusive content, behind-the-scenes briefings, offline events, and priority ticketing access. Membership fees fund community operations and serve as a recurring engagement mechanism.
5. Artist Fan Club Memberships: Individual artist-specific fan clubs (e.g., FLYERS for SKY-HI, BESTY for BE:FIRST, MUZEUM for MAZZEL) offering priority ticket access, exclusive goods, and member-only content. Each fan club is gated behind a separate paid membership.
6. Advertising & Support Promotion: Support advertisement (応援広告) arrangements, managed through JREast Creative (jeki), allowing third parties to place fan-support advertisements for select artists. This program ended June 2026 for all artists except BE:FIRST and MAZZEL, who continue with jeki-managed support ads.
7. BLACK RECORDS Project: A limited-time art installation/record shop project opened in Shibuya in September 2025, representing a creative-marketing initiative that garnered international creative awards (D&AD Wood Pencil, ADFEST Bronze). Revenue from this project includes physical record sales and branded merchandise sold during the installation period.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

BMSG is a Japanese artist management and record label company that develops, debuts, and manages music artists (boy groups BE:FIRST, MAZZEL, STARGLOW, girl group HANA, plus solo artists including SKY-HI, Novel Core, Aile The Shota, edhiii boi, REIKO, Ayumu Imazu, ふみの). Its sellable offerings span music releases (physical and digital), live events (annual BMSG FES festival plus arena/Budokan tours), tiered fan club subscriptions (B-Town plus per-artist clubs), and artist-branded merchandise sold through its own e-commerce stores (BMSG SHOP, BMSG MUSIC SHOP) and the BMSG mobile app.

Product overview

BMSG is a Japanese entertainment management company and record label founded in 2020 by SKY-HI (CEO), operating as both an artist management agency and its own label (Bullmoose Records). The company manages multiple boy groups (BE:FIRST, MAZZEL, STARGLOW), solo artists (SKY-HI, Novel Core, Aile The Shota, edhiii boi, REIKO, Ayumu Imazu, HANA, ふみの), and trainees. BMSG operates multiple product lines: an annual festival (BMSG FES), a fan community platform (B-TOWN/B with U app), merchandise/music e-commerce shops (BMSG SHOP, BMSG MUSIC SHOP), audition programs (THE FIRST, MISSIONx2, THE LAST PIECE, No No Girls), and artist support programs (Unseen Life Plan). The company also developed the BLACK RECORDS art installation project and BMSG Creative Lab for collaborative productions.

Differentiator

Problem solved

Functional benefit

Products and services

• BMSG FES

Quantifiable outcome

• BE:FIRST 'Masterplan' release reduced CD plastic usage by ~10 tons through paper jacket adoption and elimination of store-specific bonuses and random inserts
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core, supporting and minor.

• The Recording Academy (レコーディング・アカデミー)coreStrategic or Co-development Partner · 16 July 2026SKY-HI and all six BE:FIRST members were selected as new members of The Recording Academy (organizer of the Grammy Awards) in 2026, granting them membership rights including voting and attendance at the 69th Grammy Awards in February 2027. This represents a strategic relationship for BMSG's global J-POP mission.
• Risk & Compliance Office (リスクコンプライアンス室)supportingOthers · 11 March 2026A new internal organization established under the COO, responsible for governance and compliance operations as BMSG transitions to a board-with-auditors corporate structure in March 2026.
• Ayumu ImazucoreStrategic or Co-development Partner · 26 February 2026BMSG entered a partnership with Ayumu Imazu, an artist with unique expressiveness and proven abilities expanding his presence domestically and internationally. BMSG will leverage its experience and network to support Ayumu Imazu's further potential development.
• JREast Creative (ジェイアール東日本企画 / jeki)minorGTM or Marketing Partner · 14 April 2025BMSG outsourced management of fan support advertisements (応援広告) to JREast Creative's 'jeki Support Advertisement Office.' This service allowed third parties to place fan-support ads. The program ended June 30, 2026 for all artists except BE:FIRST and MAZZEL, which continue under jeki management.
• Bullmoose RecordscoreStrategic or Co-development PartnerBullmoose Records is BMSG's in-house label brand for emerging and independent artists within the BMSG ecosystem. Artists are signed under Bullmoose Records for label services, music production support, and distribution, operating as an integrated part of BMSG's management infrastructure alongside Bullmoose Tokyo (bullmoose.tokyo).
• BMSG Creative LabcoreStrategic or Co-development PartnerBMSG Creative Lab is an in-house creative organization that embodies BMSG's 'creative-first' philosophy. It integrates artist and producer creativity into a unified creative output, forming the core team behind projects like BLACK RECORDS. It represents BMSG's proprietary creative development methodology.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• LDH JAPAN: Japanese artist management and live entertainment company (EXILE, GENERATIONS, THE RAMPAGE) running integrated label, dance/artist development, and large-scale domestic live events — closest Japanese peer by business model.
• SM Entertainment: Korea-headquartered K-pop label and artist management company with global touring, fandom platforms, and audition-driven group formation — directly comparable talent pipeline and music monetization model.
• HYBE: South Korean entertainment platform with integrated label, management, and creative content (BTS, Seventeen, etc.). Closest analog to BMSG's integrated management-plus-label-plus-creative-lab model and global J-POP/K-POP ambitions.
• JYP Entertainment: Korean label/management with strong audition pipeline (Stray Kids, TWICE) and global touring footprint. Comparable systemized trainee-to-debut model and multi-artist revenue streams.
• AMUSE Inc. Japanese entertainment management and production company (Southern All Stars, Perfume, ONE OK ROCK). Comparable artist-focused management plus live and merchandising revenue mix.

Broad incumbents

• Sony Music Entertainment Japan: Major Japanese record label and part of Sony Music, with broad artist roster and global distribution reach. Larger incumbent in the same recording-and-distribution value chain.
• STARTO Entertainment: Successor to Johnny & Associates managing former Johnny's groups; dominant Japanese male idol management with similar live-event and FC-driven revenue model.
• Avex Group: Largest Japanese music entertainment group encompassing labels (avex trax), management, live events, and merchandising. Larger incumbent operating in the same Japanese music and live-event market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/BMSG_global
• YouTubeyoutube.com/channel/UCLHTn2UQNUpSheL816CNa7w
• Facebookfacebook.com/BMSGofficial
• Instagraminstagram.com/bmsg_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BMSG