#Japan #Nagoya #JOYSOUND #Sound Logo #Dentsu Award

JOYSOUND’s Groundbreaking Achievement

The Sound Logo Karaoke Award, organized by Excing of the USEN & U-NEXT GROUP, received the highest accolade in the Innovative Approach category at the 79th Dentsu Advertising Awards. This prestigious award recognizes outstanding achievements in advertising communication, and it marks a significant moment for JOYSOUND, a pioneer in integrating music and advertising.

Dentsu Advertising Awards: A Legacy in Excellence

Founded in December 1947, the Dentsu Advertising Awards is Japan's most prestigious comprehensive advertising award. It honors advertisers for their excellent communication efforts, aiming to broaden solutions for advertisers while contributing to the growth of Japanese industry, economy, and culture. The selection committee comprises approximately 500 members, including advertisers, media representatives, creators, and experts, ensuring a comprehensive evaluation process.

Innovative Advertising through Karaoke

The Sound Logo Karaoke Award represents a unique fusion of traditional advertising and entertainment. By combining sound logos—short melodies that create lasting impressions of brands—with karaoke, the initiative has transformed passive advertising into an engaging experience. The result is an interactive entertainment platform, allowing consumers to enjoy actively participating by singing their favorite sound logos.

This fresh approach invites brands to connect with the public on a deeper emotional level, turning mere advertisements into memorable experiences. In February 2026, the finals of the Sound Logo Karaoke Award will showcase participants competing in live karaoke performances. In its first iteration, 20 organizations registered, achieving media exposure valued at over 200 million yen.

Redefining the Advertising Experience

The innovative aspect of this initiative lies in redefining sound logos as an engaging advertising experience. Usually delivered unidirectionally from brands to consumers, the introduction of karaoke allows users to interact with the sound logos by singing along. This transformation fosters active engagement, creating a unique bonding experience between brands and consumers, as they enjoy the music together.

By combining advertising with entertainment and interactive experiences, the Sound Logo Karaoke initiative significantly expands the value and potential applications of sound logos. This new model not only strengthens brand connections but also facilitates emotional resonance, leading to an unparalleled brand communication experience.

Award Details

• - Award Name: Sound Logo Karaoke Award
• - Category: Innovative Approach (Highest Award)
• - Advertiser: Excing (U-NEXT.HD)
• - Advertising Company: Dentsu
• - Production Company: Community Revitalization Research Institute

Call for Participation in Sound Logo Karaoke Award 2027

The enthusiasm for this initiative has prompted JOYSOUND to announce the second round of the Sound Logo Karaoke Award, scheduled for 2027. Companies and organizations can apply until August 31. This upcoming event will further promote interactive, voice-driven engagement with brands, moving away from traditional, passive advertising.

We invite all interested parties to join this innovative movement, which deepens attachment to brands through music, creating true mutual affection between consumers and businesses.

To learn more about the event, visit the official website: Sound Logo Karaoke Award.