Executive Director Interview: From the Overlooked Startup Days to Evolving into a Global Business Acknowledged by Japan’s Music Industry: a Graduate’s Second-Year Leap into “Starting from Scratch”

This is an interview with Aiko Yunoki, Executive Director.

She joined as a founding member at the No. 2 position just two years after graduating and now leads management, working alongside CEO Kenichi Yabui as a trusted business partner. She recalls that, at first, she was unable to even write an e-mail. After several frustrating years of low sales, the company finally found its focus in ‘global music marketing.’ Along the way, it has built trusting relationships with its international team and developed a bold vision of connecting the world through Japanese content. 

Yunoki-san says, ‘Connections between people are next to miraculous.’ From her words, we can sense her personality — thoughtfulness in communication, dedication to her work, and genuine care for those around her.

This is for people interested in Gridge, as well as for anyone who wants to take on the challenge of global business in the fields of entertainment and music. We hope you’ll follow the full conversation until the end.

Contents:

• Independence Two Years after Graduating and Realized the Appreciation of Earning Even Just 10 Yen

• Became No. 2 in Name and Reality: Using Frustration as Fuel, a Push to Keep up with the CEO Every Day

• It Could Not be Done with an All-Japanese Team: a Service Made Possible by a Global Team

• “We’re Coming to Japan, So Let’s Make Music Together”: A Collaboration Between Japanese and Overseas Artists, Built from Scratch

• Connections Between People are Next to Miraculous, Strengthening the Global Team to Expand even Further Internationally

• A Little Bit of Meddling Can be Good — Thoughtfulness Creates the Best Work

Independence Two Years after Graduating and Realized the Appreciation of Earning Even Just 10 Yen

▍In Yabui-san’s interview, he mentioned that he started this business as a new project within his former company, which later spun off as an independent business. As you’ve shared, you were only in your second year after graduating and had very little funding. Weren’t you worried about going independent together with him?

I think it also has to do with my own nature — I’m the type of person who gets more excited the less I can foresee the future.

I really enjoyed my previous job, but then the founder of my former company picked me to join a brand-new business project. Later, I had the chance to incorporate it as a company and take on an exciting new challenge.

When I imagined my future self, I couldn’t picture myself at Gridge. But that’s exactly why I felt I could shape it myself, and I was incredibly thrilled.

So, I wasn’t nervous at all and chose without hesitation because it seemed fun and made me even more excited. I also felt it was a very valuable opportunity.

I joined my previous job in January of my first year after graduating, but at that time, I didn’t even know how to write a formal e-mail. So I was really grateful when Yabui-san invited me to work together.

I didn’t even think twice; I just said, “Yes, please!”

▍ I heard the business didn’t really take off for a while after going independent.

Yes, it’s a little embarrassing, but we had almost no revenue for the first two to three years.

 ▍ The founder might have thought, ‘I’ll even use my own money to keep things going,’ but how did it feel for you as the company’s No. 2?

I mainly felt two big things.

The first is realizing how amazing it is when the economy actually circulates. When we first started, not a single person was willing to pay even 100 yen for our original product, so receiving even 10 or 100 yen felt truly meaningful. Being in that situation made me feel it firsthand. 

The other is a feeling closer to frustration and irritation. While the economy wasn’t really moving, I kept seeing other companies founded around the same time getting funding or being accepted into accelerator programs in the news. I felt closed off, like no one was paying attention to our company, which made me impatient and frustrated.

But looking back now, I can see with a clear mind that back then, we hadn’t created a product worthy of payment, and there was a reason we were being ignored. At the time, however, I felt a sense of solitude, thinking that the whole world had rejected us.

▍ Did you ever think about quitting or switching jobs?

Not even once. I never thought about running away or quitting.

▍ And why is that?

 As most of my friends were working at large companies, I chose the path of founding a startup early on, and some have even asked me, “Are you going to be okay?”

But I had a rebellious feeling, thinking, “I’m going to achieve success on the path I chose myself.”

Maybe it was just my pride (laughs).

▍ You wanted to prove that your choice was the right one.

Yes, at first, my motivation was strongly “I’ll push myself for my own sake.” More than “making an impact on the world” or “providing the best service,” I was doing it for self-fulfillment.

▍ It seems like right now you have strong feelings toward your clients, the Gridge members, and Japanese IP. When was it that your values shifted in that direction?

The initial turning point was when we received money from a customer for the service we created.

I had come to realize just how fortunate it is for someone to pay us, and I wanted them to feel that satisfaction of “I’m glad we chose Gridge.” That feeling naturally gave me the drive to give back.

Also, since my job is to support artists expanding overseas, I often have the opportunity to actually attend their live concerts. When I see the local fans hyped with excitement, I do feel like, “I want to create a world where fans everywhere can feel that happiness.”

We have artists as our clients, and beyond them are their fans. Seeing the fans’ emotions and smiles made me want to expand this world and share it with more people, and that has gotten stronger each time.

Moreover, as our overseas members grow, I heard that they have become interested in learning Japanese or exploring Japanese culture through Japanese artists and music. Hearing this made me realize that Japanese content truly has a big impact on people’s hearts.

As these experiences accumulated, I felt my inner desire to share Japanese content with the world gradually grow more and more.

Became No. 2 in Name and Reality: Using Frustration as Fuel, a Push to Keep up with the CEO Every Day

 ▍What’s your impression of Yabui-san, with whom you have been working since the beginning?

It has never changed from the start: he has consistently been a passionate person, moreover, someone who is committed to what he pursues until the very end.

I’m the type of person who thinks, ‘80% is enough.’ Even in school, I would study just enough for tests, thinking, ‘This should be enough for a perfect score,’ though, of course, I’ve never actually gotten one (laughs).

But Yabui-san aims for 100% and keeps asking himself, ‘Is this really enough?’ until the very last minute before a meeting. Then, at the actual presentation, he brings it up to 300% of its quality.

I learned a lot from his mindset, and to me, he is a true mentor.

Back in my second year after graduation, when I was 24, I didn’t even know how to write a proper business e-mail. Yabui-san would check even the opening sentence of my e-mails.

He taught me everything from scratch — phrasing, when to use exclamation marks, word choice, and even business terms like 'gross,' 'net,' 'cost,' and 'profit.'

Usually, people wouldn’t choose someone as inexperienced as me for the No. 2 position, but even then, Yabui-san said, “Let’s do this together,” and I am truly grateful for that.

▍ Since it was only your second year after graduating, it proved to be the right time to start learning the fundamentals of business, didn’t it?

Yes, with me being 24 and Yabui-san almost 40 at the time, our ages and experience were completely different, so I worked hard to make up for that gap.

Not only our ages but also our genders differ, so other people sometimes see that and actually say, 'Maybe he made you the director just for the company’s PR?' That really frustrated me.

And that’s why, more than anything, I was determined to be able to communicate from the same standpoint as him.

Now, we run our business by playing off each other’s strengths, and I finally feel like I am working as an equal partner.

I learned both business and life experiences from Yabui-san, and I can bring in my own perspectives and values from a different point of view. Now, I really feel like we are good business partners.

It Could Not be Done with an All-Japanese Team: a Service Made Possible by a Global Team

▍ In Yabui-san’s interview, he mentioned the business pivot. After all the trial-and-error involved in creating the current service, how do you reflect on the business today?

There are several ways, but first, there are many challenges in 'global marketing in the music industry,' and that’s where I see a lot of potential for us to make an impact.

Through conversations with different companies, I realize every day that there are so many challenges in this field.

For example, there are some foreign companies that have multiple offices overseas, and we also get requests from companies with branches in Taiwan or South Korea. That these companies ask us for Gridge’s services shows how much we can do, which leads to opportunities for us.

▍ Why do you feel that Gridge can overcome these challenges?

There are many reasons, but the biggest one is having overseas members. Honestly speaking, the service we offer is impossible to provide with only Japanese members. Because we have overseas members, we can build local networks and provide support on the ground. It’s because we created it together with members around the world that we can offer this service to Japanese clients. 

▍It seems that overseas members also find their work very rewarding. It genuinely is a win-win situation, isn’t it?

Indeed, it is. For instance, some overseas members want to work in Japan but don’t have such opportunities in their own countries. Even if they move to Japan, it can be difficult to enter the entertainment industry. But with Gridge, they can stay in their own country and still be involved in Japanese entertainment.

As I speak with them, I learn that some members are unable to go overseas due to family reasons. Yet for Gridge, their being in their home country actually becomes an advantage.

I am truly pleased that we can support them through meaningful employment opportunities.

And it also makes me happy when I see overseas members light up after receiving a ‘thank you’ from Japanese clients.

The clients are pleased, and the overseas team members find their work rewarding. I feel it’s truly remarkable to see such a positive cycle develop.

▍ It is such a wonderful cycle.

I also find it intriguing that the team grows stronger from receiving new challenges or assignments from clients each time. 

It’s not the kind of job where it’s just ‘1 + 1 = 2.’ Since we need to find a different solution each time, we refine and improve methods with our internal members, and this process is very enjoyable."

There are some challenges we’ve never faced before, but we take on those challenges together with our clients. Those challenges are also very stimulating.

 ▍ On the other hand, are there any difficulties?

Absolutely. Especially when working with local creators, some challenges do arise due to differences in culture and values. For example, there are times when communication is suddenly lost, or things happen differently than planned.

However, to deliver Japanese content to the world, we, as the Japanese music industry, also have to accept those “differences”.

In Japanese companies, very structured work is often required, but you also need to adopt a more relaxed approach, and at Gridge, we need to translate and communicate these differences clearly.

It is a difficult task, but there aren’t many companies that can translate that very well, so I think this is one of Gridge’s strengths.

▍ I imagine you work with executives from some of Japan’s most prominent record labels. How do you earn their understanding when working with professionals who prioritize thorough and precise work?

First and foremost, to prevent communication breakdowns, we establish clear internal deadlines and ensure proper management.

Even with these measures, there is still a chance that unexpected issues may occur, so we inform clients beforehand that 'such a situation could occur' and that 'we will provide an alternative solution' if it does.

In the event that any issues do occur, we utilize strategies such as fandom marketing to collect and organize objective data, including fan responses on social media. 

Using this evidence, we clearly explain to the client, “This is what is happening right now,” and provide enhancement proposals, explaining, “We think this is the best way to handle it.”

Additionally, we provide about three different options to assist the client in making a final decision, effectively and clearly stating our opinion that “We recommend this option,” in a transparent manner.

Precisely because such risks exist, we thoroughly ensure advance communication and handle any problems appropriately should they arise.

“We’re Coming to Japan, So Let’s Make Music Together”: A Collaboration Between Japanese and Overseas Artists, Built from Scratch

▍ What has been the most memorable project in your job?

One project with a certain artist is especially memorable for me.

This artist was determined to become an entertainer and expand their reach from Asia to the world.

And there was a Japanese event in another country, and that artist was engaged in an ambassador-like role for the event, with Gridge leading the project. At the actual event, the artist was also able to perform live.

Moreover, the artist mentioned that, “Since I’m going abroad, I want to collaborate with a local artist.”

The collaboration partner was a top band, the first to reach one million monthly listeners on Spotify in their country. We had no connection with them, but driven by the desire to make it happen, we tried reaching out through every possible channel, including social media.

▍ Did you get a reply?

Not for a while.

But when I traveled to that country for an event, I happened to see that band performing live at a festival. Watching them, I felt even more strongly that I had to create the opportunity to collaborate with them.

And a month later, that band contacted us, saying, ‘We’re coming to Japan, so let’s make music together.’

From there, the project moved forward quickly. We handled song creation, filmed the music video in Japan, and even coordinated the release and promotion together with their local label.

There was also a time when our artist was going to perform at a festival in Japan, and that band suggested performing their collaboration song. I got to watch them perform live in front of the fans.

Seeing the band’s fans from their home country and Japanese fans connect was incredibly moving. It was a project that left me thinking, ‘We really did it.’

Connections Between People are Next to Miraculous, Strengthening the Global Team to Expand even Further Internationally

▍ Please tell us what’s planned for the next phase.

Currently, we are working on promoting Japanese music overseas, but in the future, I want to focus on the opposite — strengthening the promotion of international artists in Japan.

Also, as an example we could receive requests from Indonesian companies to enter the U.S. market, I don’t think we need to limit ourselves to Japan, so we want to expand globally without boundaries.

To make this a reality, we want to create offices in each country, have local management staff, and expand our global team by adding more team members.

On a personal note, I hope to one day invite Gridge members from around the world to Japan and hold an in-person meeting, similar to a general assembly.

The farthest member from us now is in Brazil, but I’d love to invite all members, including those from Indonesia and the U.S., and be able to meet face-to-face in a shared space.

Due to time differences, it’s difficult to meet everyone online at the same time, so at some point, I want every crew member of the Gridge ‘ship’ to meet in person and share our time. 

This might be a bit of a personal wish, but I really want to make that happen.

▍ Can you tell me more about your feelings toward the Gridge members you just mentioned?

It’s not only about Gridge members, but I always feel that connections with people are next to miraculous.

There are over 100 million people in Japan alone, and almost 8 billion people in the world, so any encounter with those who choose the Japanese company, Gridge, is extremely valuable.

If a person’s life averages 80 years, it’s incredibly precious and something to be truly grateful for that they are spending part of their life with us.

I know Gridge is not an easy environment, and on some occasions, it feels difficult. But even through that, if anyone can gain an experience that makes them think, “I’m glad I worked at Gridge,” or take away something that enriches them, I think that’s truly meaningful.

That’s why I want to focus on the members who chose this place and connect with them, without leaving any regrets behind

▍ Do you regularly communicate with the members?

Yes, we often have one-on-one conversations.

I also value small talk as a moment to take a break from work, like ‘How are you doing?’ or ‘What have you been into recently?’

I think the key to creating a good team is building relationships where we can even talk about things beyond work, so I place importance on those everyday conversations.

A Little Bit of Meddling Can be Good — Thoughtfulness Creates the Best Work

 ▍ From your point of view, what kinds of people are common at Gridge?

Personality-wise, many are outgoing and laugh often. There are also several people with an ‘otaku’ nature, who can fully engage in the things they love.

I’m currently away from daily tasks, as I just had a baby, but when I’m on the phone with Yabui-san and hear the office, there’s always someone laughing. People are joking with one another, and I can sense they’re working in a warm atmosphere.

So in that sense, I feel the whole team has a friendly, lighthearted environment.

At the same time, we also ensure that we address what needs to be improved.

 ▍ There is a good flow and focus in your approach.

Yes, I think this is a great part of Gridge. Sometimes, if someone isn’t well-prepared or the results don’t meet expectations, meetings may involve harsh feedback. But no one gets upset, and everyone accepts it receptively.

Even after tough feedback, once the meeting ends, people can comfortably talk to one another again.

The feedback always comes down to a common reason, like ‘it wasn’t prepared enough for the client,’ so it never feels unreasonable.

Being in that kind of environment makes me feel that we really have a great team.

▍ Last question, what kind of people do you want to work with?

At Gridge, people who care deeply, sometimes even to the extent of being seen as “meddlesome”, are the best fit.

For example, you need to keep track of the artist you’re working with, know their song release dates and live performance schedules, and need the ability to think ahead — asking yourself, “What can I do to prepare for that day?” and “What’s the best way to support them?”

There are many situations where a manager’s perspective is necessary, but without genuine care for others, those actions won’t come naturally.

We also work with people from many different countries. Since religion, culture, and language vary, Japan’s sense of “normal” doesn’t always apply. That’s why we need the ability to see from others’ perspectives and be mindful of their feelings.

With our overseas members communicating with us in Japanese as their second language, we, as native speakers, should definitely not take that for granted.

Treat others with respect, and that attitude naturally shows — people notice it.

Of course, while having a strong growth mindset and being well-prepared are the company’s baseline expectations, when it comes to personal qualities, I believe that the ability to show empathy is extremely important.

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How did you enjoy her story?

Partners from all over the world, connected through Japanese entertainment and music. 

Thanks to these connections, the Gridge service exists, and it continues to share Japanese music globally while creating opportunities for people in many countries to engage with Japanese works.

And one day, someone who was inspired by Japanese creations shared via Gridge might join as a team member.

We will continue cherishing our connections with members, creators, and clients alike, and keep pushing forward not only from “Japan to Global,” but also to “Global to Japan” and “Global to Global.”

We are looking for people who are interested in music with a global perspective and who want to make an impact worldwide.

We are open to both contractors and full-time positions.

If this piques your interest even slightly, we’d love for you to apply.

Thank you for reading until the end.