Entrepreneurially adjusting to a new ‘visual’ music genre in Japan : a case study

Many foreign musicians have tried to enter the Japanese music market with varying success, but except for the global superstar category, most have found it difficult due to language, culture, musical tastes and other reasons. This paper traces, in a narrative style, case research involving a Queensland roots musician (8 Ball Aitken) and the exporting of his live music to Japan. The paper uncovers an interesting overlap between an identified new ‘visual’ genre there and the style, persona and performance of this artist, and notices that this is partly fortuitous and partly the result of a skilful entrepreneurial adjustment set of strategies by the artist and his wider management team.