Featuring “controversial actors” and “gal-style” celebrities… The “unique angle” sought in Reiwa-era music shows

Bold Casting Choices Are Making Headlines

This summer, major music specials are airing on various networks, and their uniquely creative approaches—unlike anything seen in previous years—are generating significant buzz.

On the July 4 broadcast of “THE MUSIC DAY 2026” (Nippon TV), the duo “Shuji and Akira”—comprising Tomohisa Yamashita (41) and Kazuya Kamenashi (40)—performed their smash hit “Seishun Amigo.”

However, the biggest talking point was “TV TOKYO Music Festival 2026 Summer,” where “troubled actors” such as Issei Ishida (51) and Noriko Sakai (55) passionately sang theme songs from their past dramas; its bold casting and direction became a trending topic on social media.

“They really put a lot of thought into the performance order, too—like the near-miss between Tsuyoshi Nagabuchi (70) and Sayuri Kokubo (59), who had both been reported on in the past for alleged affairs. Still, the ‘medley of theme songs from other networks’ was just too chaotic.

They even had Hidekazu Akai (67) sing ‘Our Failures’ by Dōji Morita, the theme song for *High School Teacher* (TBS).“Toshio Omori, an up-and-coming director who has helmed several experimental programs like *Do You Have This Tape?*, completely shattered the conventions of music programming,” said a director at the production company.

Music programs are subject to strict copyright restrictions, making it difficult to preserve them in archives for long periods, so monetizing them through streaming is nearly impossible. So why do broadcasters continue to invest so much effort in music programs?

“A major factor is the broad target audience, ranging from young people to fans of nostalgic hits. Since catch-up streaming is available for a limited time, there’s the advantage of being able to generate real-time ratings. Sponsors still look at ratings, after all.For artists, appearing on music shows offers the benefit of boosting CD sales and streaming counts on subscription services, which makes it easier to negotiate their appearances. This is a huge help for the networks.” (Producer at a major network)

In addition to special programs, shows featuring hit songs from different generations are gaining popularity, and demand for artists from years past is on the rise.

“ORANGE RANGE’s Reiwa-era music video, released last year, went viral, leading to their appearance on NHK’s ‘Kohaku Uta Gassen.’ It’s also being said that ‘PORNO GRAFFITTI’—whose signature song ‘Ageha Chou’ was adopted as a drama theme song—might be experiencing a resurgence.Maki Goto (40) is also frequently cast because her beauty holds its own even when collaborating with active idols, making her a hot topic.

“These days, it’s hard to produce hit songs that resonate with all generations. On the other hand, featuring Heisei-era artists whose songs are enjoying a revival is well-received by all generations and drives ratings. This trend is likely to continue for a while,” says a director at the production company mentioned earlier.

To add a modern touch to shows that can often feel dated when featuring artists from years past, “upbeat, ‘gal-style’ talents are highly valued as the ones who liven up the show,” a broadcast writer analyzes.

“Yu-chami (25) has gone viral on *Hamada Kayōsai: The Wolf Boy* (TBS network) for her entertaining ‘off-the-cuff singing’—where she enthusiastically belts out even unfamiliar oldies she doesn’t know—and she’s become an indispensable presence.Hirona Nagahama (18)—known as ‘Ohinasama’ after rising to fame on a dating reality show—is not only articulate but also well-versed in the latest music trends. She’s become a valuable bridge connecting middle-aged and older viewers with younger audiences.”

We’ve entered an era where music shows can’t survive by simply performing hit songs.