Company songs create scenes. The potential for corporate activities born from music.

The " Company Song Contest," which began modestly yet powerfully in 2016, grew significantly when the Nikkei Inc. took over as organizer in 2019. It has now matured into a major event, recording 193 entries and a cumulative total of 680,000 votes.

Supporting this contest as its cheerleader since 2017 is singer-songwriter Ai Kawashima.

What did Kawashima feel upon encountering these songs filled with corporate aspirations?
And what power of music becomes visible precisely now, when our everyday routines are shaken?

Dentsu Inc.'s Kohei Morimoto, who launched the contest, conducted the interview.

Related articles on the "Company Song Contest"
・The Power of Company Songs to Energize Local Businesses ~ Roundtable Discussion with SMEs Entering the Contest ~ [2021.06.01]
・What Two Winning Companies Gained Beyond Their Challenge: Insights from the Corporate Anthem Contest Winners [2021.04.16]
・Just Before the Finals! Why JOYSOUND Supports the Company Song Contest [2021.01.28]

 

The "Emotion" and "Passion" of Company Songs Stir the Heart

Morimoto: When Mr. Kawashima became the cheerleader in 2017, the company song contest was still a relatively small-scale event. Could you tell us again why you agreed to take on the role of cheerleader?

Kawashima: Just the name "Company Song Contest" got me really excited. I remember feeling uplifted, imagining how music would connect people from companies all over Japan.

Morimoto: Thank you. The reason we asked you was because we felt the cheerleader needed "convincing power." Starting with 1,000 street performances, you've consistently combined your music activities with real action—like supporting disaster recovery efforts and building schools in developing countries. We thought if someone with that kind of "convincing power" cheered us on, participating companies would be delighted.

Kawashima: I'm glad to hear you say that. While the scale might not have been as large back in 2017, I feel that the "passion" hasn't changed.

Morimoto: I agree. As the cheerleader, you've encountered countless company songs over the years. What do you feel when you hear them?

Kawashima: The keyword that immediately comes to mind is "passion." I truly felt each one was filled with "emotion" and "heat." Watching everyone's videos, you see deep backgrounds and life stories behind each one. That glimpse into people's lives, imagining the journeys of folks from various companies, is part of the appeal. I feel incredibly fortunate to experience the songs, videos, and messages born from everyone's deep love for their companies.

Morimoto: Some company songs truly reflect the very essence of the founder's life, and they're deeply moving. You really take the time to carefully review each one every year. What points do you focus on when watching them?

Kawashima: Honestly, it's incredibly difficult to narrow it down each time... I think what people prioritize varies, but I'm the type who tends to keep the ones that stir my emotions. When I see a work that touches on someone's way of life, it makes me want to support them.

※Company Song Contest: 3 Judging Criteria:
1.Does it convey the company's message?
2.Does it convey the company's appeal?
3.Is it music that resonates with the heart?
 

Morimoto: What really struck me during this company anthem contest final was how seriously they agonized over "not being able to assign scores."

Kawashima: Ranking from 1st to 10th place is pretty intense, right? It's one thing to just announce the top three groups. (laughs)

Morimoto: That's so typical of you, Kawashima-san. Everyone involved was deeply moved by how you empathized with the companies being evaluated.

Kawashima: I'm a bit of a daydreamer, so I tend to imagine all sorts of things.

The message behind the theme song "Hecchara"

Morimoto: This event was held during the pandemic. What are your honest thoughts?

Kawashima: Honestly, I really wanted to hear everyone sing live. Thinking about how many people wanted to be on stage, I believe this event happened because so many people held back. But considering the situation where even holding it was uncertain, safely reaching that day felt like a miracle. I can recall so many moments as if they were yesterday.

Morimoto: This time, you wrote "Hecchara" as the official theme song for both the Nikkei Shimbun's "Mid-Sized & Small Business Revitalization Project" and the "Company Song Contest." What thoughts went into creating it?

Kawashima: Being involved with the company song contest for so long, I've come to feel that people move people, people create the future, and people make dreams come true. Ultimately, I believe only people can give others that push forward. A casual word from someone nearby, or the ordinary time spent together, can become that person's support or help.

When I thought about that, the word "hechara" suddenly came to mind. Young people today might not know it, and I don't use it often myself, but it's such a wonderful word that somehow makes your heart feel light. Life has its difficulties, but if you have important friends around you and the words they offer, you can keep overcoming them. I poured that kind of power to survive tomorrow into the word "hechara."

Morimoto: I never imagined we'd get to hear it performed live at the finals, so I was deeply moved. Hearing that song at the contest's conclusion felt like it united the emotions of all the participants and everyone involved.

Kawashima: That day was its debut. I personally love this song so much, so I was thrilled to perform it at the very company anthem contest that inspired its creation.

Music is a "mini journey" that accompanies people's feelings

Morimoto: What do you think is the significance of companies creating company songs, and what kind of impact do you think music has on companies and society?

Kawashima: I sense that company songs foster connections between people within the company, creating a sense of expansion and deepening bonds. Also, music has this way of changing your mood when you hear it unexpectedly, right? I think music is like a "mini journey" that can shift someone's feelings, even just a little. So, I hope company songs can continue to be that kind of presence – something that, when heard, can change the feelings of employees, even just a little.

Morimoto: "Mini-journey" is a great phrase. You mentioned "connection" earlier, and fostering connections is the primary goal of the company anthem contest. We hope it sparks various connections—not just among employees, but also with external partners, client companies, and even students.

Mr. Esaki Yoshinori from Passion School, renowned for creating company songs for SMEs and who's also collaborating on this project, once said, "Emotion is about creating a scene." Music truly has the power to create scenes. When everyone can envision the same scene, new connections naturally emerge.

Kawashima: Music is all about that sensory aspect, right? You hear a tune and suddenly something pops into your head, or you remember the past.

Morimoto: Those moments when nostalgic scenes naturally surface are irresistible, aren't they?

Kawashima: Yeah, it's irresistible.

Morimoto: I imagine the pandemic has significantly impacted your activities, Kawashima-san. But precisely because of this situation, haven't you personally felt the power of music more strongly?

Kawashima: For me personally, it was a year where music encouraged me. Even during the pandemic, I encountered so much wonderful music. It moved my heart like a "mini-trip," and my longing for music only grew stronger. I've been chasing it since I was a child, but I still haven't reached it at all. I truly think it's something wonderful.

Morimoto: Holding onto that feeling, you're holding a one-man live show on August 20th this year, your first in two years, right?

Kawashima: Yes. This year, I'll be performing at LINE CUBE SHIBUYA, the former Shibuya Public Hall where I held my first solo concert at age 17. It's a place dear to me, where I once aimed to perform a solo show. This day will be about pouring everything I want to convey right now into my music. I'd be grateful if you could join me, within your comfort level.

Morimoto: Looking forward to it! The company anthem contest will be held again this year, led by the Nikkei, with the cooperation of sponsors like JOYSOUND and the judges, and it's set to be even bigger and better.

Kawashima: Everyone is truly supporting the companies with all their might, aren't they? Nikkei dedicates space in their paper for major announcements, and JOYSOUND makes all the company songs that make it to the finals available for karaoke. It's such a classy gesture, that kind of thoughtfulness is the best. I'm genuinely looking forward to encountering wonderful company songs again this year.

Morimoto: Thank you! We're counting on you to be our cheerleader again this year!

If you enjoyed this article, you might also like:
・The Power of Company Songs to Energize Local Businesses ~ Roundtable Discussion with SMEs Entering the Company Song Contest ~ [2021.06.01]
・What Two Corporate Anthem Contest Winners Gained Through Their Challenge [2021.04.16]
・Just Before the Finals! Why JOYSOUND Supports the Company Song Contest [2021.01.28]
・What Makes an Ad Shine for Readers? The Co-Creation Power of "Unconventional Producer" Mr. Kikuhara [2021.04.13]