Building an Inclusive World Together

June 26, 2024

Music has the power to connect people, making it an excellent tool for bringing vibrancy and unity to communities. Through the “Oto-Machi Project,” Yamaha collaborates with local governments and companies across Japan to do just that.

Derived from “Oto,” meaning “sound,” and “Machi,” meaning “neighborhood” in Japanese, Oto-Machi aims to use music as a tool for community development, tailoring its efforts to suit each unique region. Since 2009, Yamaha has helped establish and manage music clubs and bands for residents, as well as organizing events and workshops. These initiatives have brought music into closer reach for individuals and have also played a pivotal role in revitalizing local areas.

A prime example of this is “Oto-Machi Fukui,” launched in Fukui Prefecture in 2021. Supported by Yamaha’s 15 years of community development expertise, the project demonstrates music’s exceptional power to transform people and communities at large.

Harnessing the Potential of Music

The Oto-Machi Fukui Project was launched to address a specific challenge the prefecture was facing. Fukui is known as the “happiest prefecture in Japan,” ranking first in happiness for five years in a row in a survey conducted by the Japan Research Institute. Despite this distinction, however, it ranked 41st out of 47 prefectures in terms of culture, one of five criteria that also include health, work, life, and education.

“We recognized culture as the prefecture’s primary challenge, as well as the area with the greatest potential for growth,” explains Daisuke Kadoya, an employee of Fukui Prefecture’s Department of Exchange and Culture and member of the Oto-Machi Fukui Project team. Kadoya enjoys his job at the Prefectural Office because it lets him work in diverse areas like disaster prevention, national sports events, and international economic affairs. Since starting in the Cultural Division, one of his main tasks has been to use music to enrich Fukui’s culture.

Fukui Prefecture decided to focus on music as a means to improve its culture, partly because of the prominence of junior high and high school brass band clubs. Although many students stop playing instruments after graduation, the team believed that a strong foundation for music already existed within the community.

The presence of concert halls like “Harmony Hall Fukui” in the area was another key reason for prioritizing music. Many great venues exist there, but the team felt they weren’t being used to their full potential. Despite efforts to host concerts with top artists, they mainly attracted people already familiar with music. The team wanted to broaden the impact beyond the confines of the concert halls and engage the wider community.

Kadoya acknowledges that he lacked experience in playing instruments and wasn't an avid music fan either. But once he recognized the potential for music culture to flourish in Fukui, he became committed to fostering it. Team members asked each other: How can we encourage those who’ve stopped playing instruments to pick them up again? How do we bring music into people’s lives beyond concert halls? Their solution was to launch “Oto-Machi” in collaboration with Yamaha.

Music As a Means to Engage

The Oto-Machi Fukui initiatives did not kick off immediately after the prefectural government reached out to Yamaha. Before engaging the community, the team needed to establish trust with the locals. But this proved challenging, especially amid the COVID-19 pandemic. Convincing local communities of the necessity of Oto-Machi initiatives became a struggle. What ultimately persuaded the locals and helped the initiative spread throughout the region was Yamaha’s extensive experience with the Oto-Machi Project, backed by numerous case studies accumulated over 15 years.

Another reason for the team’s success was tapping into the solidarity of Fukui residents. “Women have a strong presence in Fukui,” shares Junko Masui, who works on the Oto-Machi Fukui Project at Yamaha Music Japan’s Service Business Strategy Division. In Fukui, many women hold leadership roles in government and business, forming a tight network across the prefecture. This network, along with the close-knit local culture, helped to spread the positive reputation of Oto-Machi throughout Fukui.

Masui took piano and ballet lessons as a child, then pursued dance at university, where she fell in love with flamenco. After graduating, she joined Yamaha and worked on planning activities to better utilize concert halls. Drawing from this experience, she played a role in establishing the Oto-Machi Project and utilizing music for community development. Having been deeply involved in Oto-Machi for many years, Masui emphasizes her desire for people to not only listen to music but also actively participate in it.

“People tend to think that music is a binary - you either play or listen,” explains Masui. “But I believe there are many nuances in between. You can participate by watching, touching, singing, and so much more. My hope is that our initiatives offer people with a wider range of ways to engage in music.”

Since the launch of the Oto-Machi Fukui project in 2021, music clubs have emerged in seven different regions. The project team also provides opportunities across the prefecture for people to try various instruments, and hosts events like “Machinaka Stage (Neighborhood Stage),” where community clubs can perform in front of audiences. “Local music clubs are accessible to many,” says Kadoya, highlighting the diverse options available to locals. “Whether you're a beginner, an experienced player, or someone returning to music after a hiatus, there’s a place for you to enjoy music.”

Music Changes People and Communities

As Oto-Machi Fukui enters its fourth year, Kadoya and Masui have observed several positive developments.

One notable change is in the local residents themselves. Masui remembers many instances where music made a significant difference in people’s lives. For instance, one participant initially joined a music club feeling anxious about learning to play in time for the performance. However, weeks of practice instilled both the confidence and musical skills necessary for the first performance in front of an audience. In another case, a newcomer to the prefecture noted that Oto-Machi Fukui helped them make friends and settle into the community. “I’ve witnessed many people improve their lives thanks to the Oto-Machi Project,” Masui reflects. “Seeing these changes in the local residents is one of my greatest joys of being involved in this project.”

Kadoya, who had minimal exposure to music before joining the project, acknowledges his own transformation as well. He developed an interest in music and even began attending live concerts outside of his work commitments.

Another significant change can be seen in the community. Kadoya believes the Oto-Machi Project has breathed new life into numerous areas throughout Fukui. For instance, regular Machinaka Stage events now take place at AFLARE, a cultural facility linked to Awara Onsen Station in Awara City. Prior to Oto-Machi, Arawa was relatively quiet, but these events now draw significant crowds, injecting vibrancy into the neighborhood. In Obama City, a local flute club was established in response to a popular request from local high school students, showing how music activities are expanding from the grassroots.

The next goal for Oto-Machi Fukui is to expand opportunities for people to engage with music. With the extension of the Hokuriku Shinkansen line to Tsuruga, the number of visitors to Fukui is expected to increase. “I hope tourists can also enjoy Fukui as a city brimming with music,” says Kadoya.

“At Oto-Machi events, people of all ages, from children to seniors, can experience playing musical instruments together,” he adds. “Seeing everyone connect and have fun is fulfilling and gives me confidence that my work is meaningful.”

Oto-Machi harnesses the power of music to bring people together, but it’s not the only project with such a mission. In our next article, we'll explore a project on the opposite side of the globe in Mexico, where Yamaha supports women through the “She’s Got the Groove” initiative. Stay tuned.

(Interviews: October 2023)

References

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