Tokyu Agency and Keio University Tokyu Agency and Keio University to create a new creative ecosystem to build a new creative ecosystem with independent creators/artists

Tokyu Agency Inc. (Head Office: Minato-ku, Tokyo; President and CEO: Toshiyuki Kosaka) and the Graduate School of Media Design, Keio University (Location: Kohoku-ku, Yokohama; Chairman of the Graduate School: Kota Minamisawa; hereinafter "KMD") have started an industry-academia joint research project to utilize IP produced by independent creators/artists for urban development and corporate branding to create a sustainable creative economic cycle. KMD and KMD will launch a joint industry-academia research project to create a sustainable and creative economic cycle by utilizing IP created by independent creators/artists for urban development and corporate branding.

The development of digital platforms has enabled independent creators/artists to deliver their works to society on their own. On the other hand, creative activities are not limited to digital sound and images, but are fused with physical performance to create a richer worldview.

Building a mechanism to utilize the creative IP produced in this way to create urban attractions and corporate branding activities will lead to the growth of the creative economy.

Tokyu Agency, which advocates "Phygital Experience Design" and practices optimal experience value design that fuses physical and digital technologies, has collaborated with KMD's Hiroyuki Kishi Laboratory, which conducts research on the social function of creativity and its socialization/conversion into content, to create a system to utilize creators' and artists' creative activities for social and artistic purposes. Tokyu Agency will begin joint research with KMD's Hiroyuki Kishi Laboratory, which conducts research on the social functions of creativity and its socialization and content creation, to create a framework for the sustainable and creative activities of creators/artists while generating social and economic value.

KMD will collaborate with TuneCore Japan K.K., a digital content development and distribution partner of independent creators and artists since 2020, and its YouTube channel "NEOWN," to create a physical space in Shibuya, one of the world's leading cities for information dissemination, and to promote the development of a new creative process. The project will conduct a demonstration experiment to develop content that integrates the physical experience of Shibuya, one of the world's leading cities for information dissemination, and to introduce various business models, including an advertising model, and to develop services.

Phygital Experience Design KEIO MEDIA DESIGN

Outline of Graduate School of Media Design, Keio University (KMD)

The mission of the Graduate School of Media Design at Keio University (KMD) is to nurture "Media Innovators" who have the ability to generate innovation and create value for society. Media Innovators will transcend the boundaries of disciplines and national borders to work globally and lead the creative society.

https://www.kmd.keio.ac.jp/

KEIO MEDIA DESIGN

KMD Hiroyuki Kishi Laboratory

The Hiroyuki Kishi Laboratory of the Graduate School of Media Design (KMD) at Keio University is a place for research and practice on the themes of management strategy, media content business, regional revitalization, and policy formation. We develop practical projects with an emphasis on solving real-world problems (regional development, fusion of AI and creative environments, etc.).

https://www.kmd.keio.ac.jp/ja/faculty/hiro-kishi/

Professor Hiroyuki Kishi

■Microphone performance YouTube channel "NEOWN

NEOWN" is a music YouTube channel operated by TuneCore Japan that features microphone performances by notable independent artists. It is characterized by its unique world view and production, and features a wide range of performers from top artists leading the scene to promising newcomers. NEOWN delivers one-of-a-kind performance videos that unfold in a vivid "neon" space.

NEOWN YouTube channel URL

https://www.youtube.com/@NEOWN-Performance

NEOWN

Tokyu Agency "Phygital Experience Design" Overview

A communication planning method of Tokyu Agency, whose vision is to be an "Experience Value Co-Creation Company," and who is committed to improving the value of brand experience by making full use of all customer contact points. In "Phygital Experience Design," we use a unique data base to visualize the experiences that consumers seek from categories and brands, and design optimal communications to achieve marketing goals by integrating mass media, digital media, and the Tokyu Group's physical media/space. We design the optimum communication to achieve marketing goals by integrating mass media, digital media, and Tokyu Group's physical media/space. In today's media environment, each individual consumer's personal experience is instantly shared and influences the reputation of the brand.

https://www.tokyu-agc.co.jp/article/202508.html

Phygital Experience Design