Delivering New Experiences to Listeners with Web3.0: "J-WAVE LISTEN+"

Radio is gaining fans among younger generations thanks to the emergence of podcasts and radiko. It is actively adopting new technologies to create fresh experiences.

In May 2023, J-WAVE (81.3FM) launched " J-WAVE LISTEN+," a new service integrating Web3.0 technology into the radio listening experience. How did this service, which uses NFTs to bring new experiences to listeners, come about? What makes it appealing? We asked those involved in its launch: Tomu Kawada, active as part of the "AR Three Brothers"; Takashi Fujii, CEO of Sybilla; Kuniyasu Komukai of J-WAVE; and Junichi Suzuki of Dentsu Group Inc.

※This article is re-edited based on content originally published in Transformation SHOWCASE.

◾️ What is " J-WAVE LISTEN+ "?
J-WAVE's new service that leverages Web3.0 technology to deliver a fresh listening experience. Listeners who tune in via the J-WAVE app, the radiko app (a service for listening to radio on smartphones or PCs), or the J-WAVE website, and accumulate over 50 hours of total listening time per month, are recognized as Royal Listeners and can earn digital stickers via NFTs. Furthermore, for listeners with longer listening times, we plan and implement various initiatives to enhance their enjoyment of radio, such as delivering special experiences linked to programs and events.

Web3.0... A decentralized internet based on blockchain technology. It allows individuals to manage their own personal data without relying on specific companies or administrators.
 

NFT…Non-Fungible Token. A unique digital asset created on a blockchain, enabling clear ownership attribution and proof of uniqueness.

 

J-WAVE LISTEN+ app screen. Users can check their total listening time, a digital sticker proving 50 hours of listening, and analysis results of their listening trends.

A new radio experience utilizing NFTs

Suzuki: I'm participating in this project as someone involved in utilizing various cutting-edge technologies, including Web3.0, at Dentsu Group Inc. At the same time, I'm also a heavy listener of J-WAVE. As a fan actually using "Listen Plus," what strikes me as truly novel is that while it's an advanced project utilizing NFTs that's virtually unparalleled globally, it's not at all difficult for listeners. It's easy and fun to use.

First, I'd like to hear from those involved in development about the background leading up to the launch. Let's start with Mr. Kawada, who is active as part of the development unit "AR Three Brothers."

Kawada: I serve as the navigator for J-WAVE's program " INNOVATION WORLD." For some time now, I've been collaborating with J-WAVE on various experimental projects that incorporate technology into programs and events. This service actually began with an experiment called " AR Identity " we conducted together with Sybilla at the " J-WAVE INNOVATION WORLD FESTA 2022 (InnoFes)" event held in 2022.

The challenge there was to expand the actions of NFT owners within the physical space of the event venue. Using NFTs, participants could turn on nearby light bulbs without touching them or tune the music playing in the space. Trying it out, I truly felt it was an initiative with significant potential. However, for users to utilize such a system, they need to possess a digital wallet (a place to store digital assets like NFTs) within the digital space.

Since many people are still unfamiliar with this kind of technology, getting them to have a wallet is itself a significant hurdle. When considering how to make wallet ownership more accessible, we arrived at the idea: what if we approached NFT distribution like a membership service?

Amidst this, radiko underwent a major update, enabling us to track what listeners are listening to and gather listening data. This fueled the idea of integrating NFTs and wallets into the platform.

Tomu Kawada (AR Three Brothers, Developer ). Born in Kumamoto Prefecture in 1976. After 10 years working on patent development at a manufacturer, he became the eldest member of the unprecedented development unit AR Three Brothers. Major TV appearances include "Waratte Iitomo!", "Jounetsu Tairiku", "Kakai Jyugyo: Youkoso Senpai", and "TAMORI Club". From theaters to planetariums, department stores to entertainment—he handles diverse expansions. He has contributed features and serialized columns to "WIRED" since its 2011 re-launched vol.1, and his decade-long serial in "TVBros." was published as a book in 2020. His show "INNOVATION WORLD" airs every Friday at 8 PM on J-WAVE. At his new company (tecture), he aims to expand into the field of architecture.

Overcoming hurdles with fan support and cutting-edge technology

Suzuki: From J-WAVE's perspective, what process led up to the launch of "Listen Plus"?

Komukai: While radiko enabled us to obtain detailed listening data a few years ago, J-WAVE responded by introducing a "CCP (Customer Communication Platform)" rather than a CDP (Customer Data Platform). While a CDP is a database for accumulating customer information, a CCP is a database for "communication" with listeners, where we store and analyze radiko listening data. Additionally, we have " J-me," a membership service for J-WAVE listeners. By combining this with data from its approximately 300,000 registered members, we were able to identify our true heavy listeners.

Driven by a desire to express gratitude to these valued customers, we launched the "J-WAVE Listen Challenge" in July 2022. This one-month limited campaign offered digital content and original merchandise to listeners who tuned in to J-WAVE for over 100 hours that month.

Participants had to enable IDFA (advertising identifier) tracking in both the J-WAVE app and the radiko app to verify their listening. Half of the 3,000 who entered achieved the 100-hour mark. Seeing this, we concluded, "If they can clear this hurdle, they're reliable," and began full-scale development toward implementing "Listen Plus." The idea of utilizing NFTs emerged during this process.

However, incorporating NFT-based listening verification would require listeners to obtain a wallet. We were concerned: How many people would actually go through IDFA settings, wallet acquisition, and J-me membership registration? Just as these worries arose, we learned about the efforts at InnoFes. After consulting with Mr. Kawada, the Listen Plus strategy solidified. As a result, we easily surpassed our goal of "5,000 participants in six months" within just one month (surpassing 10,000 participants as of January 2024).

Kuniyasu Komukai, Director and Head of Digital Strategy Bureau, J-WAVE. After working as a systems engineer at an SI company and a news agency, he joined FM station J-WAVE. He promoted collaboration between broadcast and web content in the Programming Department. In 2006, he established J-WAVE i, an IT-related company, and became its CEO in 2008. Handles digital initiatives and content development not only for J-WAVE but also for general corporations, municipalities, and public institutions. At J-WAVE, he was involved in launching programs like "INNOVATION WORLD" and serves as the overall producer for the " J-WAVE INNOVATION WORLD FESTA," a festival integrating technology and music through industry-academia-government collaboration. Assumed current position in 2022.

Suzuki: When launching "Listen Plus," we also had Sybilla join our team. Her outstanding technology was indispensable to the project.

Fujii: Sybilla's wallet service " unWallet " differs from traditional wallets. It requires no specialized knowledge or complex operations, allowing anyone to easily collect NFTs without even being aware of the wallet's existence.

Suzuki: Particularly appealing is the seamless user flow where a wallet is issued simultaneously upon acquiring an NFT. While Web3.0 technologies expand possibilities for various services, they still present high barriers for general users. Therefore, the ability to use it effortlessly without even being aware of the wallet's existence became a major strength for "Listen Plus."

Fujii: One hurdle for general users handling NFTs is obtaining a wallet. Another is acquiring the necessary cryptocurrency for fees when companies issue NFTs or users transfer them. "unWallet" is provided as a solution to these challenges. We take pride in it being a system that delivers NFTs smoothly to everyone, from elementary school students to seniors.

Takashi Fujii, CEO of Sybilla. At age 10, he won the 50m butterfly at the Junior Olympics, becoming Japan's top swimmer. At 19, while attending university, he became captivated by the internet and started his first business. He achieved results and sold several ventures, including "Nap Media" (Japan's first university cafeteria paper napkin media), "pico" (the world's first design mask brand), and "EcoMake" (a web-focused reuse business). Recognized for these accomplishments, he was selected as a Global Shapers representative for Japan in his 20s by the World Economic Forum, famous for the Davos Conference. At age 29, he founded SIVIRA Inc., his fifth company, which focuses on blockchain research, development, and solution provision.

Your actions become your assets

Suzuki: Now that you've actually launched the service, what do you think is the core value of "Listen Plus"?

Komukai: Issuing NFTs through "Listen Plus" has expanded our world. During the "Listen Challenge," we issued "Virtual Badges" that were only valid within J-WAVE. Since they were only authenticated within J-WAVE's ecosystem, they didn't have that much reach. With NFTs, however, they can be utilized across various platforms, so it feels like we've instantly gone worldwide.

Fujii: That's absolutely right. The proof of being a J-WAVE loyal customer earned through "Listen Plus" can now serve as a verifiable achievement on other platforms. The appeal of NFTs is that even if the platform changes, you can easily prove you possess it.

We could offer services like "NFT holders gain access to VIP rooms" for those with proven track records. When that happens, people will start "selling" and "buying" NFTs to gain that qualification. From the user's perspective, their behavioral history has become an asset.

However, with "Listen Plus," many users likely don't feel they actually possess a wallet or NFT. But that's perfectly fine. In fact, I believe it's crucial for service providers to transform experiences into new, valuable things without making users consciously aware of the technology.

Suzuki: Fundamentally, "Listen Plus" deliberately avoids putting NFTs front and center. Radio has a tradition where listeners send messages to programs; if their message is featured on air, they receive an original program sticker. Calling the NFTs obtainable in "Listen Plus" "digital stickers" is precisely to convey this concept to listeners using the term "sticker" within the context of radio culture.

Kawada: It's a great translation. Since stickers are synonymous with radio, we just called them "digital stickers." For those familiar with NFTs, adding (NFT) in parentheses is sufficient.

Suzuki: Changing the terminology was crucial to reach not just NFT enthusiasts, but a broad audience of radio fans. Another key point to note is that acquiring the NFTs is free. I believe this was a major factor in the service's widespread acceptance among listeners.

Also, the NFTs issued by "Listen Plus" operate on a public chain—a network anyone can freely join. This means users can view NFTs from different issuers within the same wallet. Other businesses seeing this might think, "If they're heavy J-WAVE listeners, they might resonate with our service too," potentially opening up opportunities for them to offer tailored services.

Back in the day, many people put radio stickers on their cars. When I saw a car with a sticker saying "81.3" (J-WAVE's frequency) at a parking area, I felt a sense of camaraderie. In the future, I think we might experience a similar feeling in the Web3.0 world.

Junichi Suzuki ( Dentsu Group , Inc . Dentsu Innovation Initiative (DII)/Producer ). Launched the international conference body " Table Unstable " with CERN and others in 2017. Since then, he has attempted to solve social issues like climate change and folk crafts by integrating traditional knowledge with advanced science and technology. As an outreach activity for this movement, he promotes the "Yoichi Ochiai Summer School," aimed at training researchers. He also serves on the Innovators Under 35 Japan | MIT Technology Review Advisory Board, is a Visiting Associate Professor at the Open University of Japan, and is a Director of the Blockchain Promotion Association (BCCC).

Digitizing Radio's Unique Culture in a Natural Way

Suzuki: Finally, could you share any insights gained through "Listen Plus"?

Komukai: Web3.0 is a world where individuals take center stage. The fact that it enables both users and service providers to say, "Let's all do something fun together," is very Web3.0-like, isn't it?

Kawada: Radio is inherently interactive. For listeners, things like "I ended up listening for hours," "My email got read on the radio," or "I got an official program sticker" are status symbols and bring immense joy. I'm really impressed that we managed to naturally digitize this unique radio culture.

Suzuki: J-WAVE pioneered community building for fans back in the 90s, ahead of other stations, and that experience directly informs this service. Their accumulated know-how in delighting fans is precisely why this succeeded.

Fujii: Generally, when introducing new technology, it's often integrated into services with a shorter history. Because if there's history and culture, there might be friction. But this time, even combining NFTs with radio—which has a long history and strong culture—there was no such conflict. I was wondering, "Huh? Web3.0 actually meshes well with radio culture," and "Why are so many interesting things happening?" But talking about it like this, it all makes sense now.

Kawada: That's definitely true. Rather than limiting it to just people interested in new tech, if we can connect with people who haven't been interested in digital or technology before through the service, I think it could have a huge impact. How to naturally replace things already in people's lives will be a major point going forward in popularizing services that utilize new technology.