The Passion Behind the "Company Anthem Contest" That Ignited the Boom

The Company Song Contest (commonly known as the "Company Song Con") is a competition where companies submit videos of their company songs, and the best in Japan is decided through online voting.

Having grown up with a father who ran a small business, I worked at Media Services / Newspaper Division on projects contributing to branding for small and medium-sized enterprises. This contest is one such initiative, offering two key benefits.

First, the process of creating a company song video fosters cross-departmental communication and collaboration within participating companies, leading to improved productivity. Second, since smaller companies often struggle to allocate budgets for advertising and promotion, the company song video itself can serve as a PR tool.

The inspiration came from my alma mater, the Chiben Wakayama High School baseball team's cheers.

I'm a graduate of Chiben Wakayama High School's baseball team, and all of the school's cheering songs are original.
These songs unite players, staff, and fans. My mentor, former coach Hitoshi Takashima, built the record for most wins in Koshien history backed by such powerful support. This experience made me think, "Couldn't the power of music be applied to companies too?"

Launching the Company Anthem Contest

When I launched the "Small and Medium Enterprise Company Song Contest" in 2016, I was filled with anxiety. However, working with Eriko Yanagida, formerly of Dentsu Digital Inc., I traveled around appealing to business owners nationwide about its significance. Initially, I was often met with laughter and comments like, "A company song?" But then, an unexpected response arrived.

Media Coverage and Massive Response

Shortly after the contest began, various phenomena started unfolding. First, nearly 200 media outlets—TV, newspapers, and online—covered the event. Then, participating companies shared encouraging feedback: "We received more customer inquiries," "Sales increased," "It led to opening new stores," "We hired over three times more people compared to last year," "Students from rural areas applied for internships," and "Requests for company tours surged." Witnessing the smiles of participating companies, I became convinced that "company songs possess tremendous power."

2019: Becoming a Nikkei-sponsored initiative

To further grow the contest, which had been held twice before, we planned a collaboration with the newspaper company. We proactively proposed the idea, believing Nikkei was the entity to propel Japan's economy forward! After presenting the significance and potential, they immediately agreed. We were impressed by the speed and sense of mission to support companies demonstrated by this company with its overwhelming brand power. Thus, Nikkei became the organizer.

The winning company song will be distributed nationwide for karaoke!

While seeking sponsors to help energize this project, JOYSOUND (XING), a leader in the karaoke industry, was the first to step forward. President Yasushi Mizutani agreed to serve as a judge, and they displayed recruitment posters in their nationwide chain stores. Furthermore, they offered to distribute the winning company's song as a karaoke track in all their locations!

They too shared a passionate desire to support companies through music.

174 entries from large corporations to SMEs, municipalities, and shopping districts

The "NIKKEI National Company Song Contest" received 174 entries—roughly six times the number from the previous two contests. After placing an announcement ad in the Nikkei, inquiries poured in daily. It reaffirmed how many companies, regardless of size, see their company song as a catalyst for growth!

Building momentum beyond organizational boundaries

What began as a project by three people has now grown into a larger team. We are supported by Nikkei, JOYSOUND, and other sponsors, as well as judges including Masazumi Yumikari (writer/journalist), Kenji Midorikawa (Honorary Advisor, All Japan Manufacturing Spinning Top Battle Association), cheerleader and singer Ai Kawashima, monopo who handled the website production, Yoshinori Esaki from "School of Passion" who taught us about the appeal of company songs and helped with promotion, and Hiroyuki Maekawa from the Regional Vitality Activation Laboratory who managed the awards ceremony. Members who believe in the power of company songs have gathered, creating momentum to energize the project.

Why are more companies adopting company songs?

Company songs offer many benefits, but I believe one of the strongest is their role as a "source of emotional support."

Companies vary in size and their positions differ. Yet, every company has a "strong conviction" at its core. A company song allows us to return to that fundamental question: What is that conviction? I believe this ability to serve as such a foundation is its appeal.

Furthermore, the company song is a message distilled from the very core of the company. Engaging with the company song means touching the essence of the company and experiencing its most compelling aspects.

Looking Ahead and Closing

November 8th to 29th is the voting period to finally decide Japan's number one company song. Anyone can vote once per day (one browser, one vote) via the official website. The results will be announced on December 4th, with the awards ceremony held on the 13th. While looking forward to seeing which company song becomes number one, I believe that beyond the "feelings" embodied in every company's "company song," a wonderful miracle awaits. Please find your favorite song on the contest site and cast your vote!

NIKKEI National Company Song Contest Official Site:
https://shaka.nikkei.co.jp/