Promoting Music Culture

  1. Supporting Aspiring Musicians
  2. Propping Up School Music Education
  3. Efforts to Spread Music Through Events and Contests
  4. Providing Opportunities and Places to Come in Contact with Instruments

The Yamaha Group contributes to the spread and development of music culture at various music contests and clinics both in Japan and overseas. The Group not only provides musical instruments to those pursuing a high artistic standard, but also assists with the running of the events.

[ image ] Hamamatsu International Wind Instrument Academy and Festival
Hamamatsu International Wind Instrument Academy and Festival
[ image ] Performance by a prize winner (China)
Performance by a prize winner (China)

Additionally, the Yamaha Group has set up scholarship systems in different regions of the world as support for aspiring musicians. Yamaha also teams up with music education institutions, continues to support the educational curriculum, and provides seminars for instructors.

[ image ] Piano scholarship recipients’ concert (China)
Piano scholarship recipients’ concert (China)

The Yamaha Group supports music education at schools in various regions of the world. Efforts are made to contribute to the enrichment of course content by providing instruments, giving courses on methods of instruction to music instructors, and providing music-related information.

Yamaha "School Projects" Providing Opportunities to Play Instruments

The educational effects of learning to play musical instruments are so well documented that such instruction is standard in schools around the world. However, in some countries, lack of equipment or trained teachers, or inadequate curriculum often limits to what extent schools can offer. As a project to provide the chance for as many children to experience the joys of playing instruments, Yamaha is currently expanding the School Project.

[ image ] The Music Time program in Indonesia
The Music Time program in Indonesia
[ image ] Supporting the introduction of instrumental music education in Vietnam
Supporting the introduction of instrumental music education in Vietnam

Music Time Adopted School Education in Malaysia

Yamaha supports musical instrument education within schools in developing countries through a “Music Time” program. In Malaysia, this Music Time program has been ongoing since February 2015. The program was introduced with the approval of the Ministry of Education’s co-curriculum Division as a co-curriculum activity in public elementary schools. In Malaysia, Music Time has been introduced at more than 100 public schools (as of end of March 2017) and is continuing to expand by this certification. We expect to develop it to all over Malaysia.
In April 2017, children who participated in the Music Time program played the keyboard in front of the Japanese Crown Prince in the 60th Anniversary of Diplomatic Relations between Japan and Malaysia celebration ceremony (sponsored by the Embassy of Japan in Malaysia). In the future, Yamaha will continue to support children’s education through music.

[ image ] Play keyboard in front of Crown Prince
Photo: BERNAMA
Play keyboard in front of Crown Prince
Photo: BERNAMA
[ image ] Children play music
Photo: Embassy of Japan in Malaysia
Children play music
Photo: Embassy of Japan in Malaysia
[ image ] Posing for a photograph with Japanese ambassador Miyagawa and his wife
Photo: Embassy of Japan in Malaysia
Posing for a photograph with Japanese ambassador Miyagawa and his wife
Photo: Embassy of Japan in Malaysia

Band Clinics & Band Directors’ Clinics

Since 2010, Yamaha Music & Electronics (China) Co., Ltd. has dispatched instructors to school bands in major cities in Japan and overseas. The number of workshops and participants are increasing every year, with 40 workshops held in fiscal 2017 and approximately 4,830 students receiving guidance from prominent instructors. Yamaha also holds clinics for band directors so that general music teachers can teach band music.

[ image ] A band clinic in Guangzhou city
A band clinic in Guangzhou city
[ image ] A band clinic in Beijing led by instructors of the Sichuan Conservatory of Music
A band clinic in Beijing led by instructors of the Sichuan Conservatory of Music

Student Orchestra Maintenance Seminar (Korea)

In Korea, the formation of orchestras at schools is recommended as a government policy. However, in some schools (local schools in particular), students do not have much opportunity to learn about musical instrument maintenance and there arise situations in which the students own high quality instruments, but the instruments become damaged and do not produce a good sound.
To support the music performing environment at these schools, Yamaha Music Korea Ltd. (YMK) has been offering their support since 2013 by visiting schools that have an orchestra, holding seminars on musical instrument maintenance, and offering to repair instruments free of charge. Since this activity started, YMK has visited over 100 schools to provide instrument maintenance, teach students how important it is to maintain their instruments in good condition, and contribute to the development of music culture in Korea by supporting music activities in these schools.

[ image ] A maintenance seminar
A maintenance seminar
[ image ] A lecture on the importance of musical instrument maintenance
A lecture on the importance of musical instrument maintenance

"Music pal" School Music Education Support Website

Yamaha Corporation established the website "Music pal" to support school music education. The site has a wealth of information that is useful for music coursework and covers the history of music, musical composition, and a variety of different instruments. Additionally, in order to let visitors further deepen their musical knowledge, the website "Musical Instrument Guide Plus" provides content useful for music coursework and investigative learning, including the origin and makeup of instruments and a full encyclopedia of musical instruments including playing style.

The Yamaha Group takes steps to spread music in the different regions of the world through events and contests. This includes proposing new ways to enjoy musical instruments and music for all ages as well as planning and providing spaces for performances by amateur musicians looking to make the next step up.

Hamamatsu Jazz Week

Each year, Yamaha Corporation holds "Hamamatsu Jazz Week" in cooperation with the city of Hamamatsu, where our headquarters is located, and other co-organizers. The event, which started in 1992, is part of the Hamamatsu city government's efforts to create a city with music at its core.
The unique regional gathering strives to have music throughout the city, and to have music help create the fabric of the city. United under jazz that can be enjoyed by people of all ages, the government and the community come together to host the event and produce something appreciated by participants whether they are jazz fans or not.
The 25th Hamamatsu Jazz Week in 2016 featured commemorative events, including a public big band clinic, concerts that featured top-notch domestic and international artists as well as school students from outstanding big bands throughout Japan, combined with events organized in collaboration with civic groups and local jazz clubs, and in-school jazz concerts at Hamamatsu elementary schools.

[ image ] “Student Jazz Festival”
“Student Jazz Festival”
[ image ] “Yamaha Jazz Festival” held on the final day of Hamamatsu Jazz Week
“Yamaha Jazz Festival” held on the final day of Hamamatsu Jazz Week

Asian Beat

The Yamaha Group plans and runs the amateur band contest "Asian Beat", which aims to promote popular music and develop amateur musicians in the Asia region. The winning bands from the regional competitions in each country go on to the grand final where they perform and compete to be the top amateur band in Asia.

Brass Jamboree

The Yamaha Group holds the Brass Jamboree, in which wind instrument enthusiasts gather together in one large venue to enjoy playing music together. The Brass Jamboree offers a place to perform to people who want to casually enjoy playing musical instruments. With experienced musicians, beginners, parents and children, families, and friends participating, it is a day for everyone to enjoy music and is aimed at enthusiasts of all wind and percussion instruments. At the 8th Brass Jamboree in 2017, conductor Daisuke Soga gave a pre-rehearsal seminar on how to study wind and other musical instruments in a way that reveals their charm. Approximately 500 people, ranging in age from 9 to seniors in their 70s, participated in the concert, where they enjoyed meeting other people through music and playing music with many others. They created a special, large-scale performance playing altogether during the concert.

[ image ] Large ensemble with all of the event participants
Large ensemble with all of the event participants
[ image ] Ensemble director and conductor Daisuke Soga (left)
Ensemble director and conductor Daisuke Soga (left)

Wind Instrument Karaoke Contest (China)

Yamaha Music & Electronics (China) Co., Ltd. holds a wind instrument karaoke competition every year, which provides an opportunity for beginners and others that have just started learning music to enjoy playing simple tunes with a wind instrument on stage. The music is played together with a sound source as musical accompaniment that has been made solely using wind instruments. Some 6,900 children took part in 29 cities nationwide in fiscal 2017.

[ image ] Preliminaries in Chengdu city
Preliminaries in Chengdu city
[ image ] Finals held in Shanghai
Finals held in Shanghai

Piano Placement in National Railway Stations in France

Yamaha Music Europe GmbH, France has placed pianos at more than 100 premises in major French National Railway stations since 2015. Yamaha proposed this idea to France’s National Railway, the SNCF (Société Nationale des Chemins de Fer Français), as they realized that this would allow many people to freely experience playing the piano.Several million people utilize the National Railway each day. Following this initiative we have received many positive comments about the joy discovered by playing the piano or listening to the music. Along with placing pianos, we also established a video contest where users record their music then upload it to social media and get a chance to show their performance to viewers all over the world. We set up a terminal with a “like” button for visitors who felt an affinity for the piano thanks to this experience. Over one million visitors have pressed this “like” button. The installation has also garnered attention from various local media outlets.

[ image ] Piano attracting people
Piano attracting people
[ image ] The Yamaha stage in Lyon station, Paris, with a terminal for submitting “likes”
The Yamaha stage in Lyon station, Paris, with a terminal for submitting "likes"

Providing Opportunities for New Ways to Enjoy Music at “Yamaha Music & Life”

In April 2016, we established Yamaha Music & Life, which is a business directly operated by Yamaha Music & Electronics Taiwan Co., Ltd. and is located in a department store in Taiwan. This store allows visitors to test out instruments and AV equipment free of charge. Introductions to each instrument, free trial lessons, and free hands-on testing are provided in four display areas: the Experience Zone, the Living Room Zone, the Studio Zone, and the Break Zone. The services of the store help provide stress-free opportunities to customers who are interested in musical instruments but not yet ready to buy one or start taking lessons. For those who are interested, it is possible to purchase an instrument and pay for lessons. In Taiwan, it is expected that demand for casual hobbies will increase among adults. By providing new opportunities to experience musical instruments, Yamaha can showcase the appeal of music to more people, while aiming to increase the size of the music playing population

[ image ] The Experience Zone where customers can try out instruments
The Experience Zone where customers can try out instruments
[ image ] The Living Room Zone where recommendations for pianos and AV equipment are made to suit different lifestyles
The Living Room Zone where recommendations for pianos and AV equipment are made to suit different lifestyles