The Ability Required for Entertainment Agencies in 2025 and the Reasons for Bankruptcies

In 2024, there was a series of bankruptcies among small and medium-sized talent agencies, as well as numerous independent moves by major celebrities. On November 27, just before the year’s end, it was announced that “Someday,” the agency that represented celebrities like Norika Fujiwara (53) and Mariko Shinoda (38), had filed for bankruptcy at the Tokyo District Court.

“Someday” was a subsidiary of the large talent agency “Burning Production,” which caused a shockwave through the industry. It is said that the decline in business due to the COVID-19 pandemic was the cause, but this situation also revealed the risks of relying solely on management services under a major umbrella company.

Shinoda announced that she would continue her career independently with her personal manager. Meanwhile, it’s said that Fujiwara is likely to be taken under the wing of a different major agency. In recent years, there has been an increase in celebrities leaving major agencies, but it’s often the case that while the initial work comes in due to their fame, sustaining that success becomes difficult. For instance, after Ryoko Yonekura (49) left “Oscar Promotion,” she found herself facing tough circumstances, and eventually, she received support from the Kinoshita Group, which operates movie production and distribution companies such as “Kino Films.”

Jun Matsumoto (41) signed an agent contract with “Isshun to Eien” (One Moment and Eternity), with the agency handling his appearances and interviews.

The CEO of “Isshun to Eien” is a highly skilled manager who made Masami Nagasawa (37) a top actor during her time at “Toho Entertainment.” He also managed Mone Kamishiraishi (26) during her early career. His dedication to protecting his talent, even if it means playing the villain, and his meticulousness—such as ensuring quality checks on gravure photos—have earned him the trust of many stars. Celebrities like Mirei Kiritani (35), who left “Sweet Power,” and Gōden Maeda (24) are also being supported by his agency.

The key to the agency’s survival is stamina.

In 2019, the former “SMAP” members Goro Inagaki (51), Tsuyoshi Kusanagi (50), and Shingo Katori (47) were allegedly pressured not to appear on television by the former Johnny’s Entertainment, which was cautioned by the Fair Trade Commission. This incident, along with the increasing number of talent independencies and transfers, became one of the factors causing struggles for smaller agencies.

“It’s impossible to stop talents from leaving even after investing money and time in them. Plus, with the television recession, the number of talents appearing on programs has decreased, and their pay has been dropping. The previous methods will inevitably lead to a gradual decline,” said a source from an entertainment company.

A production company director added, “What’s needed now is the vision and stamina to diversify into other businesses.”

“Major agencies like ‘Yoshimoto Kogyo’ and ‘Horipro,’ which can expand into school businesses or produce movies and television programs, are secure. ‘Flame,’ while a smaller agency, excels in discovering and nurturing talent, with profitable stars constantly emerging, which is its strength. Despite the scandal involving her, their commitment to Erika Toda (27) has earned them praise. It’s no surprise that Riho Yoshitaka (31) chose to move there.

‘Top Coat’ operates with a small, elite team. They patiently managed Tomoya Nakamura (37), who took time to gain popularity, and helped him become a successful actor. This success led to the addition of Naho Okamoto (30) in 2022. From 2025, they are expected to add Fuka Kobashi (27), further solidifying their rise to prominence.”

In the entertainment world of the Reiwa era, only agencies with true talent will survive.

From “FRIDAY”, January 3, 10, and 17, 2025 combined issue