A New Experiment in the Music Business

An early example of leveraging social media for music production is the case of Casiopea's Minoru Mukaiya. His project, which involved public recording sessions using Ustream and Twitter, is well-known. The music production process was streamed live on Ustream, and opinions from listeners were incorporated via Twitter's social stream as the song was being created. The resulting audio was then sold. This was a novel experiment in the music business, leaving a tangible impression and demonstrating significant potential.

A Relaxed and Enjoyable Music Creation Process

At 9 PM, the broadcast began in a relaxed atmosphere. Initially, only Kenji Iino and public relations/marketing representative Mika Ueno were present. Iino immediately started working on the musical score. Gradually, other members joined, and we were able to witness how professionals create sound, from the bass track to the recording of each part, and the conversations they had during the process. As drinks flowed, the members' energy levels rose. Since it was Ustream, the broadcast was entirely live with no editing. It was fascinating to see their candid sides and personalities, which are usually hidden. Although many members were meeting for the first time due to the online nature of their collaboration, they all seemed genuinely happy.

While it's impossible to cover everything from the 12-hour marathon, a beautifully mixed song was ultimately completed. The impressive sight of vocalist Asaka falling asleep and the members chatting like children about how "incredibly fun" it was, left a lasting impression. This sense of ease and closeness is unique to Ustream.

As 9 AM approached, everyone listened to the finished song. At 8:38 AM, Iino uploaded "The Never Ending Story" to YouTube, marking the climax! Mission accomplished! The Ustream timeline filled with messages like "8888888" and "Great job~." At this point, the viewer count exceeded 1,100, and the total viewership surpassed 30,000. Of course, some watched the entire night, others watched parts, and some tuned in and out. Although they are an online band without a debut or CD sales, imagine the attendance at a real live house, and you'll understand how remarkable this is.

In response to the question, "What should we cover next?" various song titles flowed through the timeline.
And at 9 AM, the enjoyable music creation and wonderful communication with the viewers came to a close.

After the event concluded, we spoke with the members, still buzzing with energy.

Kenji Iino"We formed this band through chance encounters on Twitter, and I believe there's a deep meaning in that 'chance.' Many of us met for the first time today, and I felt a lot of nervousness. It's like when a group of friends stay after school and casually decide to form a band. It's spontaneous, yet it holds significance. I felt something similar. Honestly, I don't have any grand ambitions for what NORWAY will achieve. After March 11th, I was in a slump for a long time, and NORWAY saved me. When working on NORWAY, things like 'How should we mix this?' and communicating with my bandmates became enjoyable, and that's what saved me. However, around the time we finished the third song, I considered quitting NORWAY once. I might have tweeted something to that effect, and whether it was a coincidence or not, HISASHI contacted me saying, 'Let's do Born Slippy next,' which felt like a lifeline."

"It's like playing soccer with friends when we were kids; we're the ones having the most fun. I want to convey that fun and enjoyable atmosphere to everyone. Miu and I were just talking about how much fun it was. Living life joyfully is the most important thing, I believe."

"While we utilize social media, I feel that the real and online worlds are already merging. Social media lacks physical space, making the distance feel much closer. The fact that we can record music without meeting is truly remarkable. Even outside of social media, I love connecting with people. I believe all applications in the world will eventually become social. Even Photoshop will become social. Through this, people can connect more and more. There are limits to what one person can do, so it's important to connect with others."
Equipment Used: Macbook Pro 17-inch, Mixer, Roland A-500PRO

HISASHI
"This is real-time recording. I feel I contributed to the 12-hour concept that Iino envisioned. I think I had a general understanding of what was going on in Iino's mind, and it reaffirmed that this is the new future of content. I was truly happy that we were able to accomplish it. I decided to join NORWAY because I wanted to have fun, and I believe music should be freer. This is possible with an environment where social media can be used effectively, and I've always hoped for such an environment, so I think it's wonderful. In that sense, my participation was inevitable. I'm glad I could share the responsibility of NORWAY with my guitar."
Equipment Used: Z Talbo Jr. iPad 2 + IK Multimedia iRig

Yuya Asaka
"Rather than meeting for the first time, it felt like visiting old friends. It was incredibly fun, and I was so excited. My falling asleep is standard, so please don't mind it (laughs)."
Equipment Used: Macbook Pro/15/Core i7, BlueMic (http://www.bluemic.com/bluebird/), edirol FA-101 Logic9, Teenage Engineering OP-1

Hiroshi Sekita
"Since we had been communicating online, it didn't feel like meeting for the first time; it felt like seeing each other every day. I brought my equipment intending to just record the bass, but it turned into a fun, unexpected situation where I ended up recording everyone."
Equipment Used: Fender 5-string Jazz Bass, Aguilar Tone Hammer, MacBook Pro + MBox 2 mini +
Pro Tools 9

Taccs No Name
"It truly feels like a dream to have participated. I was happy even when it was just on YouTube, but there's no band more fun than this. I can't do anything on my own. It was so much fun working with everyone."
Equipment Used: Custom PC with 10 synthesizer software titles (2 were used).


NORWAY, a sophisticated artist actively experimenting with "new methods for the next generation" while mastering the internet. While their goal is to enjoy themselves, their influence is significant.
As GLAY's HISASHI put it, NORWAY is experimenting with the "potential of next-generation recording." It's likely that major artists will increasingly open up their production processes to the internet, not just for distribution, but also for creation. Through NORWAY, we caught a glimpse of the future of music.

NORWAY
12-Hour Ustream Participants
Kenji Iino (Rhythm, Synthesizer, Programming)
Yuya Asaka (Vocals)
HISASHI (Guitar)
Hiroshi Sekita (Bass)
Taccs No Name (Synthesizer)
Minoyan (Mix Engineer)
Special Guest Miu Sakamoto (Vocals)
Mika Ueno (Public Relations/Marketing)

The Never Ending Story - NORWAY feat. Miu Sakamoto / ( Limahl Cover )
http://www.youtube.com/watch?v=L1ZWbXJq7mI

NORWAY 12-Hour Ustream Teaser / Artwork
https://plus.google.com/u/1/photos/113360825768657482963/albums/5627709669769521009
NORWAY Facebook Page
NORWAY Official Website

NORWAY Discography, Articles, etc.
http://www.facebook.com/norwaymusic?sk=notes

■ Previously Released Songs

1. Kimi ni Mune Kyun
http://www.youtube.com/watch?v=s-oipeOPcMs

2. Get Wild
http://www.youtube.com/watch?v=vqUakTho0GM

3. Glorious
http://www.youtube.com/watch?v=09tVfsCHzKA

4. Born Slippy
http://www.youtube.com/watch?v=ZPnfTQ95zvo

5. SAY YES
http://www.youtube.com/watch?v=NJxn6GG5WP0

= Encore =

6. Meguriai
http://www.youtube.com/watch?v=fgXKdqh5FKw

eno blog | NORWAY's Live. A Happy Atmosphere. A Peaceful Daily Life.
http://blog.neoteny.com/eno/archives/2011_07_norway_2.html

Yuya Asaka | Thoughts After the 12-Hour Live Broadcast
http://www.twitlonger.com/show/bu2bpf