Los Angeles, 19th September 2025 OpenPlay, the music industry’s leading media and rights management platform and business engine powering thousands of publisher and label catalogs, has announced its first partnership in Japan with iconic label TOY’S FACTORY. The agreement will see OpenPlay provide comprehensive content management services, offering a centralized platform for TOY’S FACTORY to efficiently manage and utilize its diverse array of digital assets, including audio, video, artwork and metadata. This milestone marks OpenPlay’s entry into the world’s second largest music market and follows its successful completion of a multi-million-dollar strategic investment round, led by industry veteran Tracy Maddux, to accelerate its global expansion strategy.
Founded in 1990, TOY’S FACTORY is one of Japan’s largest and most successful record labels, representing artists ranging from long-established icons to bold new voices reshaping Japanese pop culture.
Through the partnership, TOY’S FACTORY will have access to OpenPlay’s platform as a central hub to manage its data and digital assets while maintaining complete control of its rights. As the label looks to drive the global success of its artists, OpenPlay will provide the technology infrastructure to streamline its content management, unlocking opportunities worldwide.
Japan’s music market remains unique, with CDs continuing to drive the majority of sales, reaching 139 billion yen (USD $860 million) in 2023, up 7% year on year. There has, however, been a paradigm shift in recent years, particularly since the COVID pandemic, with Japanese consumers and rightsholders increasingly embracing the streaming economy and subscription streaming revenues reaching 85 billion yen (USD $526 milion) in 2023. Japanese music is accelerating its global expansion through digital platforms, and OpenPlay will play a pivotal role as the music business engine driving efficiency and growth.
Edward Ginis, CEO of OpenPlay, said: “As one of the world’s biggest music markets, and with a rapidly growing streaming economy, Japanese music has huge potential for global growth, given the right tools. We believe the OpenPlay platform will provide TOY’S FACTORY with the right technology infrastructure and foundation to unlock that global growth. We look forward to working with the team to provide a tailored service to help manage its data, metadata and digital assets, enabling them to focus on their creative strengths and on connecting their artists with global audiences.”
Shintaro Inoue, Head of Digital said: “As a label focused on creativity, tackling database development, metadata management, and distribution tools on our own can be a significant challenge. We believe OpenPlay can play an essential role in providing solutions to Japanese labels and production companies like ours.”
ENDS
Press contacts:
Lynne Best / Claire Turvey / Jose Guariglia / Tomas Nevrkla at Fourth Pillar
OpenPlay@fourthpillarpr.com
About OpenPlay
OpenPlay is revolutionizing the $65 billion music industry as the essential business engine for rights and asset management. Trusted by over 3,500 music companies globally, OpenPlay replaces fragmented legacy systems with a unified, intelligent platform that serves as the single source of truth for catalogs of every size.
The company’s comprehensive suite – Music (recorded music management), Reach (multi-channel delivery), InTune (revenue analytics), and Flow (workflow management) – enables seamless management and monetization of music assets while preserving and enhancing existing commercial relationships.
By eliminating technical friction and providing enterprise-grade tools through an intuitive interface, OpenPlay empowers rightsholders to take control of their future without abandoning their present partnerships.
For more information, visit www.openplay.co
