Avex Entertainment has set its sights on extending the reach of Japanese music to audiences all around the world. 

Taking to its official website on 1 March, the Japanese entertainment giant announced that it had entered a partnership deal with American concert promoter Anschutz Entertainment Group (AEG) to promote Japanese acts in international markets. 

Named "AEGX", the joint-venture will allow Avex Entertainment to tap into AEG Presents LLC's (AEG's live entertainment subsidiary) vast resource pool — which includes venues and festivals such as the Coachella Valley Music and Arts Festival, to help artists such as FAKY, I Don't Like Mondays, AA =, and tricot reach even more listeners.  

Katsumi Kuroiwa, Avex Entertainment Inc.'s President and CEO, said: "We are very excited to announce the launch of AEGX with AEG Presents. Our companies both share the same goal with this new partnership: AEGX will serve music fans around the world by contributing to the global development of western artists, while also expanding the reach of Japanese artists beyond its borders. The COVID-19 pandemic reminds us of the positive power and limitless potential of music and entertainment. We are thrilled to take this stride forward together and look forward to the future."

This symbiotic partnership will also benefit AEG by allowing the concert promoter to promote international artists in Japan with the help of Avex Entertainment's resources and platform in the country. Additionally, AEG will be able to ramp up its expansion in Japan's live-event industry.

Under the AEGX banner, AEG jointly promotes artists such as Celine Dion, Khalid, Ed Sheeran with Avex Entertainment.

"This is really a perfect example of synergies being scaled for the benefit of global artist development, which is at the core of what we do," said Jay Marciano, Chairman and CEO of AEG Presents.

He added: "Partnering with Avex to launch AEGX gives both Avex and AEG Presents a path to create real opportunities for musicians who increasingly see the world as a borderless global community. I can't wait to see what we all do together."

Currently, Avex Entertainment and AEG are working together to develop music festivals and venues in Japan, market AEG's artists to the Japanese audience, and promote international tours for Asian acts.