Japan’s Avex inks YouTube management deal with music tech startup Orfium

Los Angeles-headquartered music rights and metadata management software platform Orfium has entered into a YouTube management deal with Japanese entertainment giant Avex Inc.

The collaboration marks Orfium’s first-ever partnership with an entity in Asia, the startup said in a press release on Friday (September 15). 

Orfium says the deal underscores its expansion in the Japanese music market, the world’s second-largest, according to the International Trade Administration (ITA).

With the YouTube management agreement, Avex will use Orfium’s technology to enhance its monetization from YouTube, ensuring that rightsholders, artists, writers, and composers receive due compensation for the use of their music on the platform.

The partnership with Avex follows Orfium’s similar strategies in key markets including the US and the UK, where it serves music publishers, record labels, broadcasters and production music companies.

The company says Japan has been a focal point for its global expansion efforts since 2022 after acquiring Tokyo-based promotional, marketing and content company Breaker, which now became Orfium Japan.

Breaker was founded in 2013 by Alan Swarts, former Vice President at MTV/Viacom in Japan, and John Possman, Co-Founder of DFR Asia.

Commenting on the latest deal with Avex, Swarts, who now serves as CEO at Orfium Japan, said: “We’re on a mission to bridge the value gap that exists across UGC platforms for creators and rightsholders in Japan.”

“Orfium’s AI-based technology, combined with our deep local industry knowledge, has enabled us to grow quickly while clearly demonstrating the value we can deliver to our Japanese partners.”

Alan Swarts, Orfium Japan

“Orfium’s AI-based technology, combined with our deep local industry knowledge, has enabled us to grow quickly while clearly demonstrating the value we can deliver to our Japanese partners. We’re very much looking forward to working with the Avex team to deliver the best possible results.”

As part of the new deal, Orfium will assume responsibility for Avex’s music catalog management on YouTube, employing its AI-driven matching technology to optimize monetization for rightsholders, artists, writers, and composers.

Avex ranks among Japan’s largest entertainment companies, operating in record labels, live music, animation, film production, and digital ventures. The company is often referred to as Japan’s fourth major.

Avex has partnerships with China’s NetEase Cloud Music,