Behind the scenes of RockCorps (Message from our President CEO, Etsuko Tsugihara, now available)

Hello.
I am Yamashita from Public Relations.

Only two days to go until the LIVE event for “RockCorps supported by JT” on Saturday, September 6!

Scenes from yesterday’s internal meeting

Today, although this was previously posted on our website, we would like to share comments from our President CEO, Etsuko Tsugihara, who serves as the lead organizer of the “RockCorps supported by JT” executive committee!

From how an email from Hidetoshi Nakata sparked it all, to how we have been working toward hosting it for the past three years, to our company’s feelings about making it happen… and more.
As “our kind of challenge,” we believe this will offer a glimpse behind the scenes of the project.

“There’s a music festival overseas that’s creating a huge buzz.”

I first learned about “RockCorps” three years ago.
It all started with an email from Hidetoshi Nakata while he was traveling the world.

“Tickets aren’t sold anywhere—only people who volunteer for four hours receive a ticket. And every artist who takes the stage also volunteers for four hours before that day.”

When I looked at the website, even I recognized major artists, including Lady Gaga,
who were participating in the LIVE event.
What’s more, many young people—all wearing stylish T-shirts with sponsor logos—were taking part in multiple volunteer programs before the LIVE event.

“LIVE events are a way to create opportunities for people to participate in social contribution activities.
That’s why we use the incredible power of music.”

As if to underscore this message from RockCorps co-founder and CEO Stephen Greene,
RockCorps has inspired not only those already volunteering, but also young people who previously had no connection to volunteering at all, to join volunteer activities simply because they want to go to the LIVE event.

It is said that many of them go on to continue volunteering on an ongoing basis.

“We want to do an event like this in Japan, too!!”

As if to encourage that desire, we were contacted by RockCorps in the United States about holding it in Japan. Prompted by Hidetoshi’s message, we began to move forward, driven by that aspiration.

Originally, the first RockCorps in Asia was supposed to be held in 2011.
However, it never materialized because the Great East Japan Earthquake occurred on March 11, 2011.

When you do this kind of work,
you are sometimes compelled to think deeply about questions like,
“What kind of presence are we in society?”
and “When and how can we be of help?”

Especially when faced with a major disaster that can completely change people’s lives.

Of course, there are jobs directly tied to saving lives—such as the Self-Defense Forces, police officers, firefighters, and medical professionals—
but many other professionals also rushed to the affected areas and contributed to recovery and reconstruction.

Meanwhile, as for us, we did various things as they came to mind, but we questioned how much they truly helped people. We also could not deny a lingering sense of unease that what we had done was not sustained over time.

Three years have passed since then.

In 2014, RockCorps was able to get underway, carrying the hopes of everyone who has been involved so far, as well as our own three-year-long aspirations. The LIVE venue will be Fukushima.

“This is not about doing something for Fukushima specifically; what matters is that this initiative becomes a catalyst for even one more person
to participate in social contribution activities.”
With that in mind, Fukushima Prefecture stepped forward as a co-host.

JT, which actively engages in a wide range of social contribution activities as a company,
agreed with the purpose of this initiative and decided to provide full special sponsorship.

“I want to volunteer, but I don’t have a trigger to get started.”
“I want to volunteer, but I don’t know how to participate.”
“I want to volunteer, but I don’t know what I can do.”

Even though the word “volunteer” has become so widely used, the reality is that many people still cannot take that first step.

At the same time, there are many situations in the world where someone’s help is needed.
No matter what the trigger is, once people learn the joy of doing something for someone else, there will surely be more who want to experience that joy. It is perfectly fine if the trigger is simply, “Because I want to go to the LIVE event.”

If, even so, we can help create a workforce and, moreover, foster a generation of volunteers who will become ongoing supporters, we would be truly delighted.

We at SUNNY SIDE UP are not a company that has direct means to save lives when something major occurs that threatens precious lives.

Unfortunately, we also do not have the financial leeway to make large donations as a company.
However, we are very good at communicating messages to people.
Creating “fun commotion” through initiatives that have never existed before and that are not bound by conventional ideas
is our strongest field.

That is why hosting RockCorps in Japan is both a “fun commotion” for us and our own challenge in social contribution.

We would be happy if we can share with many people what has become visible through this challenge, together with those who will actually experience volunteering and those involved in building the system behind it.

In June, I also had the opportunity to participate as a volunteer at the Fukushima Reconstruction Marche.
Not only the participating artists, but all staff members as well must take part in four hours of volunteering—this is a RockCorps rule.

On September 6, we look forward to seeing you all at Azuma Gymnasium in Fukushima Prefecture.

SUNNY SIDE UP Inc. President CEO Etsuko Tsugihara

Postscript

Taking this opportunity, I would like to express my sincere gratitude to Fukushima Prefecture for stepping forward as a co-host, to JT for providing special sponsorship,
to our partner companies, the various organizations that supported volunteering, all companies and organizations that provided tremendous support toward making this a reality, and to the wonderful artists who will be participating in this LIVE event,
from the bottom of my heart.