Jun Mizutani and Natsuko Yokozawa Join the 'Company Song Contest'! What Perspectives Will Evolve 'Corporate Entertainment'?

The application period for the " NIKKEI National Company Song Contest 2023 " has finally begun.

Growing in popularity each year, it has become a form of "corporate entertainment" that has spawned numerous dramatic stories. This year, three powerful new members have joined the organizing team.

Joining as new judges are Hayato Mizutani (former professional table tennis player) and Natsuko Yokozawa (comedian), while Nobuyuki Tanizawa (film producer/director) joins as content producer.

We asked Hirohei Morimoto, the planner at Dentsu Inc. who launched the company song contest in 2016, about the deciding factors for these three individuals, who shine in their own unique ways, to join the project and their outlook.

[Company Song Contest]
Japan's premier corporate anthem video competition, designed to invigorate internal and external corporate communication. Twelve finalists are selected through online public voting and judge evaluations. Final rankings are determined by live event presentations and video screenings. Launched in 2016. Since 2019, it has been the NIKKEI National Corporate Anthem Contest, hosted by the Nikkei Inc.
 

The fun of companies from different industries and sizes competing on the same playing field with their company songs

Morimoto: Thank you all for participating this time. I focus on "corporate entertainment" – visualizing the daily lives of business professionals as content and linking it to solving various challenges companies face. The company anthem contest is one such initiative. Why did you all decide to participate this time?

Yokozawa: The reason I create so much content about companies and office ladies is because I'm incredibly interested in the unique teamwork and communication found within organizations—I have immense admiration for it. Seeing the entries from previous contests, I was moved by how passionately everyone united around activities outside their main jobs.

I couldn't help but wonder, "When and where did they practice this dance?" or "Oh, so this person is the center?" or "This company probably accepts that 'I don't want to go to work on Monday' feeling," letting my imagination run wild (laughs). For me, it's a chance to deeply understand various companies and the people working there, so I really wanted to participate.

Mizutani: I was also really intrigued. It's refreshing that companies of all sizes can compete on the same playing field. It's interesting to see underdog-style developments where teams might not match their rivals professionally, but they won't be beaten in teamwork or passion. When I got the offer, I instinctively felt sure it would be a chance for me to grow. And if I can help boost the motivation of the applicants, I think we can build a win-win relationship.

Morimoto: As both of you just mentioned, judges for the company anthem contest need to grasp not only the quality of the work but also the love and passion behind it. In that sense, I felt you two were the best fit, given your ability to see the essence of things and translate that into performance. Furthermore, the fact that Mizutani-san has achieved unparalleled success in the individual sport of table tennis and Yokozawa-san as a stand-up comedian will be a huge encouragement to freelancers, small business owners, and those who are the first to speak up within large corporations.

And in addition to these two, we've also welcomed Mr. Tanizawa to join us as a content producer starting this time. Mr. Tanizawa, why did you readily accept our offer?

Tanizawa: When I first saw the submitted videos for our company song contest internally, I was deeply moved by the incredible passion and quality everyone poured into their video content. Some expressed themselves not just through singing, but also through acting, dancing, or even animation. That's why I decided to join the project without hesitation.
 
I've been with Dentsu Inc. for 20 years now. Supported by colleagues both inside and outside the company, and blessed with reliable superiors, I've had the opportunity to work on various large-scale content projects that would have been impossible to handle alone. Currently, I'm involved in developing content for "COMITV," which distributes popular web comics as comic animations overseas, primarily in Latin America. It's been well-received by anime fans both domestically and internationally.

This time, we thought about reaching companies that might not yet be aware of the "Company Song Contest." With the cooperation of an active manga artist, we ran the manga in the Nikkei newspaper and distributed the comic animation on YouTube.

Morimoto: The comic animation's Twitter post reached 5.1 million people and generated 650,000 engagements. The content produced by Mr. Tanizawa received significant feedback not only from those unfamiliar with the company song contest but also from companies that had participated in the past. We feel this is a promising sign.

Tanizawa: In the past, entertainment genres were broadly categorized by broadcast format and venue—like "drama, film, stage, etc."—but technological innovation and global internet advancements mean that once content is streamed, it's only divided by duration and aspect ratio (horizontal or vertical). We're now in an era where video content can be enjoyed seamlessly anytime, anywhere, more than ever before.

In other words, if the visual expression is compelling, the creator—whether professional or non-professional—competes on the same playing field. While spending 90 minutes on a movie or drama is standard, haven't you ever found yourself watching vertical video content for two hours without realizing it?
 
So, for example, in a company song contest, if the music or videos created by individuals or participating companies are high-quality and engaging content, they can generate more buzz than professionally produced pieces. They could spread from Asia and potentially reach audiences worldwide. I strongly feel that this "open-weight battle," where companies of any size compete on equal footing through video and music, is precisely the kind of entertainment our era demands.
 
Therefore, I would be delighted to help spread the heartfelt videos created by the participating companies in various ways, not only within Japan but also overseas.

Morimoto: Thank you, everyone. This project continues thanks to the passionate support of companies like the Nikkei Inc., our organizer driven by a mission to "boost the Japanese economy"; Xing (JOYSOUND), our special collaborator committed to "supporting corporate entertainment" ; and Cocopelli, our sponsor with the vision to "be Japan's number one supporter of small and medium-sized enterprises." With your help, we aim to energize and enhance the company song contest moving forward.

Viewing daily life from a bird's-eye perspective reveals content ideas

Morimoto: Today, I'd like to ask both Mr. Mizutani and Ms. Yokozawa—who, though in different fields, continue to excel at the forefront—about hints for creating content and what they keep in mind when taking on challenges.

First, Yokozawa, I'd like to ask about your tips for transforming everyday life into content or entertainment. Company anthem videos often follow a pattern of creating content from daily activities. Do you have any recommended methods?

Yokozawa: I recommend taking a bird's-eye view of your situation. If you see yourself as a character in a drama or story, you can step back and think, "Oh, so this is the situation I'm in right now," which helps you calmly spot material and ideas. Or, try giving your current situation a title. Like the "○○ Woman" gags I often do in comedy sketches. For example, even someone you really dislike becomes just "that ○○ person" with that title. It not only helps find material but also lightens your mood. I even give my kids titles sometimes, like "The Throwing-a-Temper-Tantrum Woman" (laughs).

Tanizawa: That's hilarious (laughs). Yokozawa-san, your powers of observation and analysis are truly exceptional! And you're a pro at turning that into comedy and creating content! I admire you every time I see your material. Your company anthem videos are packed with everyone's personalities and human stories, so I can't wait to see what sharp comments you'll offer from your unique perspective.

The stories and affection among members during the company anthem video production process are truly moving.

Morimoto: Next, I'd like to ask Mizutani about the "approach to the final performance" cultivated through countless top-tier competitions, including the Olympics. The company anthem contest also has a final round where the best entries from the preliminaries compete. What should one focus on to deliver a performance without regrets on that final stage?

Mizutani: I believe the process is crucial. Since the company song contest is an event where others evaluate your work and performance, how much teamwork and passion you pour into the journey towards the result ultimately shapes the final assessment.

Morimoto: Exactly. A major feature of the company song contest is that simply having high quality doesn't guarantee the top prize. Especially this year, the judging criteria changed, adding a new point: "Can we feel the members' love for the song?"

Tanizawa: Of course, high musical polish is wonderful. But even without professional help or a big budget, if the content moves people's hearts and emotions, I believe it will be sung and passed down as a truly unique company song.

No matter how much technology or content evolves with the times, I believe the fundamental aspect of knocking on the door of human emotion and stirring the heart remains unchanged.

The Value of the Company Song Contest: Creating New Connections and Business Opportunities

Morimoto: The application period for the NIKKEI National Company Song Contest 2023 officially began on July 4, 2022. What are your expectations as judges?

Mizutani: I'm looking forward to encountering many unique and distinctive entries. I want to see songs that naturally showcase each company's strengths and unique character.

Yokozawa: I'm incredibly excited to discover companies, organizations, and the people working there that I wouldn't normally have the chance to learn about! I truly believe content created with genuine passion and dedication becomes fascinating. I'm genuinely thrilled because I expect to gain inspiration and ideas for my own projects.

Morimoto: Having the chance for Yokozawa-san and Mizutani-san to learn about our company and even give us feedback is a huge motivator for applicants. Some people might be interested in the company anthem contest but feel it takes courage to be the first to raise their hand within their organization. I hope this becomes a catalyst to encourage those individuals.

Mizutani: Precisely because taking that first step is so difficult, I believe it creates huge growth opportunities for the individuals and organizations brave enough to take it. During my own career, I repeatedly experienced dramatic growth and unprecedented results by taking on risks and challenging myself.

Yokozawa: That's true. When you think about it, it's amazing that it creates opportunities for people who wouldn't normally have any connection to learn about the company. You get a sense of the company culture and see the faces of the people working there, so it seems likely that some applicants might even decide to join the company because of the contest entries!

Morimoto: We've actually seen cases where submissions to the company song contest led to hiring, and instances where companies from different industries, sizes, and regions formed business partnerships.

Tanizawa: I had the chance to see the feedback and reactions sent to the organizing office from last year's company anthem contest participants. I was truly amazed to see how much impact it had on the participating companies and on each individual's way of life and personal journey... It really showed me that each person's feelings become the company's feelings, and those feelings turn into songs. These songs don't just stay within the company; they spread nationwide, reaching strangers and connecting people.
It reaffirmed to me that the true protagonists are not the project organizers, but the participating companies who perform.

Working together as one with our sponsors, judges, and the organizing committee, we three newcomers are delighted to contribute, however small, to spreading and delivering the company songs of all participants.

Morimoto: Yes, we look forward to receiving applications from various companies and organizations. Thank you all for today!

The official website for the "NIKKEI National Company Song Contest 2023" is here.

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・Behind Showa Women's University's Grand Prize Win: Japan's Top Company Song
・Why Cocopelli, Championing "Supporting Japan's Top SMEs," Backed the Contest
・What Two Contest Winners Gained Through Their Challenge