Nebula17, the Los Angeles-based music and creative company founded by former Avex USA CEO Naoki Osada, has expanded its executive team, publishing roster and label operations. The company is also stepping up efforts to connect Japanese and U.S. artists, according to Billboard.

New hires include COO Daniel Hong, formerly CEO of YG USA and COO of JYP USA; senior marketing manager Martha Blair Reynolds, previously with Nice Life Recording Company; and digital director René Mark, who has worked at Interscope Geffen A&M and Life Life. Natalie Walsh joins as director of A&R, Harukaze Wakabayashi as senior manager of international, Zac Cruz as A&R and marketing manager, and Oscar Cornejo as head engineer.

The company has signed three new acts to its U.S. publishing roster: producer, musician and sound designer Oh Gosh Leotus; artist, songwriter and producer Hydra; and producer Xansei. Its label has also signed New York-based artist and producer Hojean, duo XAMIYA, and artist, producer and creative director Brent de la Cruz.

Nebula17 has entered a global distribution partnership with Sony Music’s The Orchard. The arrangement is intended to give the company’s Japanese artists and partners greater access to U.S. and international streaming platforms. Its West Hollywood studio will also serve as a base for collaborations and writing camps involving Japanese and U.S. creators.

The company is leading A&R initiatives for the U.S. launch of Japanese boy band BE:FIRST. The group’s first global EP, WATCH ME, reached No. 130 on the Billboard 200. Other recent projects include work with Japanese hip-hop artist Awich, girl group HANA, and the single “GUM & DROP” by Tuber and artist Hoshimachi Suisei, co-written by Sabrina Claudio and co-produced by Xansei.

Osada says the expansion supports Nebula17’s aim to establish J-pop more firmly in the U.S., drawing on lessons from K-pop’s growth in the market. He told Billboard that Hong’s experience helping K-pop acts break through in the U.S. will help guide the company’s work with Japanese artists. Nebula17 also plans to pair creators across the two countries, adapting Japanese music for U.S. audiences while preserving its authenticity.

Osada said he has seen stronger momentum for Japanese music in the U.S. than he did five years ago. He pointed to the recent success of K-pop and Afrobeats as evidence that audiences are more open to music from other parts of the world, and cited Japanese government investment in promoting the country’s creative industries. Music Awards Japan, launched last year by the Japan Culture and Entertainment Industry Promotion Association and the Ministry of Economy, Trade and Industry, is among the initiatives intended to raise Japanese music’s international profile.

Nebula17 is also involved in A&R, marketing and strategy for BEYOND BORDERS, a project pairing Japanese virtual singer Hatsune Miku with Vocaloid producers. Launched with Japanese entertainment company Dwango and supported by the Japanese government, the initiative released the EP EMERGE M♡DE MIKU in September, featuring U.S. and Japanese creators including Grimes, slayr, MOLIY, Frost Children, Odetari and George Clanton.

Hong said J-pop has the potential to make a stronger impression in the U.S., while noting that it will develop on its own terms. He described Nebula17’s work as an opportunity to collaborate with artists who are already major names in Japan and are interested in building new projects for audiences abroad.

Sources: Billboard.