Spitz, Tokyo Ska Paradise Orchestra, Kazumasa Oda, and 58 star-studded acts! An inside report on Hibiya Music Festival 2024—”Free and Borderless”

Hello everyone. I am Yuri Suzuki, a first-year new graduate in the Social Relations Division, Department 3.

When you think of summer, you think of music. Many music festivals are held in all kinds of places. Have you heard of the Hibiya Music Festival, held every June since 2018 and often considered the kickoff to the summer festival season?

This year, the festival welcomed approximately 175,000 visitors over two days. It has now grown into a major event, and SUNNY SIDE UP has been involved in its PR since the very first year. Over the past six years, we have walked alongside the festival through its ups and downs—from the inaugural event to cancellations during the COVID-19 pandemic, online editions without an audience, and partial cancellations due to typhoons.

When people hear that we handle PR for a festival featuring so many artists, we often hear comments in the office like, “I’m jealous!” However, precisely because we are PR professionals, the Hibiya Music Festival team works every day not only on the glamorous, artist-related aspects, but also to communicate the event’s message as a “free and borderless music festival,” as well as the passion of everyone involved.

To convey the festival’s message, the team puts great effort into arranging interviews with Seiji Kameda, the executive committee chair, bassist of Tokyo Jihen, and a leading music producer, inviting him to speak about his strong passion—and sometimes even accompanying him on TV appearances and other engagements.

And the other day, I attended Day 1 of “Hibiya Music Festival 2024” as my first event since joining the company. In order to share the appeal of this “free and borderless music festival,” I will report on the sounds and instruments I encountered in Hibiya Park.

What is the Hibiya Music Festival?

The Hibiya Music Festival is an event that sets up stages in Hibiya Park—home to the music mecca “Yaon,” which has shaped the history of outdoor concerts in Japan—and at Tokyo Midtown Hibiya. With the theme “Free and Borderless,” it offers a comfortable space for everyone across three generations—parents, children, and grandparents—to enjoy, free of charge, a wide range of high-quality music experiences that transcend age, genre, and personal taste, including live performances by top artists.

Originally, Mr. Kameda, who serves as the executive committee chair, reportedly felt, “I want to do something this wonderful in Japan!” when he was walking through Central Park in New York and saw artists performing all kinds of music free of charge—and people of all ages, from small children to grandparents, enjoying it freely with their whole bodies. When he received an offer to hold a music event using Hibiya Park, he decided he wanted to create a similar event in Japan. He insisted on making it free, prepared extensively, and ultimately brought it to life.

So what kind of event is a “free and borderless” music festival? Let me introduce the music experiences I had at the Hibiya Music Festival!

10:00 — “EXILE TETSUYA with EXPG”

The Hibiya Music Festival begins with Mr. Kameda’s opening declaration. It is then followed by EXILE TETSUYA with EXPG, where participants enjoy the festival through dance taught by EXILE PROFESSIONAL GYM (EXPG)!

Together with EXILE TETSUYA, Yuta Nakatsuka from GENERATIONS from EXILE TRIBE, and the EXPG kid dancers, everyone at the venue danced along to the choreography for EXILE B HAPPY’s “MORNING SUN”! The atmosphere was as if to say, “Let’s all enjoy the Hibiya Music Festival together!” Everyone there warmed up by moving their bodies through dance.

Partway through, Ami from Dream also appeared, and with her beautiful voice, everyone in the crowd waved towels, raised their hands, and moved to the rhythm—taking the excitement to an even higher level. We ended by striking a signature pose created by participants, and I was in great spirits from the morning!

11:30 — Not only music, but also food!

As I got absorbed in dancing, before I knew it, it was time to get hungry. I took a walk through the park to look for the lunch I had been looking forward to. As I walked around Hibiya Park in search of something delicious, I found an array of cute food trucks offering everything from chicken and tacos to beer and shaved ice.

The Hibiya Music Festival reflects Mr. Kameda’s desire for people to enjoy not only music but also food, and there was a long line of food trucks—centered on vendors selected by food director Miki Morieda. The wonderful aromas drifting from everywhere made it hard to decide what to choose…!

In addition, it seems that a beer garden area was set up for the first time this year. Since I was attending for work, I unfortunately had to refrain from drinking beer, but it is an excellent space where you can enjoy alcohol, food, and music. I enjoyed the food along with the music!

What is more, there were not only food trucks, but also regional vendors offering fresh vegetables and handmade bread, as well as booths selling vegetables grown by people with disabilities. I felt the “free and borderless” atmosphere—an experience not limited to Tokyo, but open for anyone to enjoy, including people from regional areas.

12:30 — “UKULELE GYPSY (Kiyosaku from MONGOL800)”

After finishing lunch and walking through Hibiya Park, I heard familiar lyrics coming from a crowd in the plaza: “I want to see you so badly…”

To my surprise, there was Kiyosaku from MONGOL800, singing “Anata ni” while playing the ukulele. On a relaxed weekend afternoon, I spent a soothing time together with other attendees, listening to his gentle voice.

There was also a moment when everyone sang together to the sound of the ukulele, and it was a wonderful time that truly made me feel we were all enjoying music together…

13:20 — Instrument Experience Workshop

At the Hibiya Music Festival, you can try instruments all over Hibiya Park! With support from a wide range of music manufacturers, you can experience guitars, drums, violins, Japanese instruments, and more—there is no other event where you can try so many instruments!

With Japanese instruments such as the koto, biwa, and shakuhachi, as well as band experiences with drums, keyboards, and bass, participants received careful instruction on the instruments they were interested in—so even first-timers enjoyed playing as if they were real artists.

I really wanted to try playing the wadaiko, so I tried an electronic wadaiko with a senior colleague!

A senior colleague trying the wadaiko during a work break

This time, we made the sound of drums resonate through Hibiya Park, but according to the staff at the booth, there are also drums you can practice with at home by connecting earphones. I almost ended up buying one (laugh).

15:15 — “rena”

Another appeal of the Hibiya Music Festival is that you can learn the sounds of instruments you do not often have the chance to encounter.

After being soothed by the ukulele, I found myself wanting to hear more ukulele sounds—and on the Tokyo Midtown Hibiya stage was rena, a Gen Z ukulele player born in 2005.

In contrast to Kiyosaku’s laid-back, soothing sound, her powerful performance overwhelmed the venue!

Both performances were impressive, but I was surprised at just how wide-ranging the ukulele’s sound can be. It was a performance that gave me energy from an 18-year-old artist!

18:45 — “Hibiya Dream Session 1”

And at night, it was finally time for the Yaon stage!

Amazingly, the Yaon stage started with Spitz!! With a medley of famous songs beginning with “Cherry,” the crowd was fired up from the very start.
It was a stage where everyone—from children to adults—could enjoy the music in their own way: humming along to familiar classics, moving to the rhythm, and waving one hand…

In addition, Hibiya Dream Session 1 brought together major artists across generations and genres, including Spitz, Tatsuya Kitani, KREVA, and Seiko Niizuma. It was so lavish that I was overwhelmed with emotion, thinking, “I can’t believe I can attend a live show like this for free…”

I attended only on Day 1, but the Day 2 stage also featured an equally impressive lineup, including Kazumasa Oda, Sayuri Ishikawa, Tokyo Ska Paradise Orchestra, and TOMOO!

Embodying the Hibiya Music Festival’s “free and borderless” concept, “Cinderella Boy” was performed through a collaboration between Shinya Ishihara of Saucy Dog and Rikkyo University’s sign language circle, Hand Shape. Harami-chan performed an anime-song medley that everyone could enjoy, ranging from nostalgic classics such as “Lupin the Third” and “Touch” to the latest hit “Bling-Bang-Bang-Born (Creepy Nuts).” The venue was reportedly buzzing with excitement!

Finally, a group photo with the SUNNY SIDE UP team!

The Hibiya Music Festival has probably caught your interest, hasn’t it!?

As I walked through the park, I could hear the “Detective Conan” theme played on saxophone, and THE BEATLES’ “Love Me Do” carried by the sound of a harmonica—and it was a wonderful weekend where even the sound leaking from rehearsals could be enjoyed.

Even now, some time later, I am still basking in the afterglow…

And then, incredibly, it was recently announced that Hibiya Music Festival 2025 will be held on Saturday, May 31 and Sunday, June 1, 2025!!!!!!!!!!!

The start of next summer is set: Hibiya Music Festival. If you are interested, please keep an eye out for future updates!

At SUNNY SIDE UP, we handle PR communications for a wide range of products and services, including music events.

What can be achieved through the power of communication? We welcome inquiries starting from such questions. Please feel free to contact us using the “CONTACT” button below.