ARTIST
Yoyo Sham
LOCATION
Tokyo & Osaka, Japan
OUR ROLE
Organizer
YEAR
2025
Project Overview
TB-project organized live-house concerts in Tokyo and Osaka for Hong Kong artist Yoyo Sham.
As the organizer, TB-project handled the Japan-side operations end to end, including venue selection, concert production, promotion, ticketing, entertainment visa applications, and arrangements throughout the artist’s stay in Japan.
Challenge
The request from the Hong Kong side was to hold concerts in Tokyo and Osaka and entrust TB-project with the full range of Japan-side production and operations, starting with venue selection.
In addition to arranging venues, equipment, staff, entertainment visas, accommodation, meals, and ticketing, it was also important to create a ticketing system that would allow overseas fans to purchase tickets smoothly.
Another challenge was building awareness in Japan. Many Japanese film fans had discovered Yoyo Sham through the ending song of the Hong Kong film Twilight of the Warriors: Walled In, so a key goal was to turn that interest into actual concert attendance.
Entrance of Shibuya WWW, the Tokyo venue
What We Did
Production
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Selected, negotiated, and booked venues in Tokyo and Osaka
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Arranged sound, lighting, musical instruments, and other concert equipment
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Assembled and coordinated the Japan-side staff
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Managed entertainment visa applications and related arrangements
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Built a ticketing system accessible to buyers in Japan and overseas
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Arranged hotels, meals, and other support during the artist’s stay
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Managed on-site production and concert-day operations
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Coordinated the movement of people, instruments, merchandise, and other equipment between Tokyo and Osaka
Promotion
In addition to standard concert promotion, we developed outreach specifically aimed at fans of Twilight of the Warriors: Walled In.
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Launched and managed dedicated social media accounts in Japanese, English, and Chinese
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Distributed press releases
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Requested promotional cooperation from cinemas, bookstores, and Hong Kong-related shops
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Coordinated TV and radio appearances
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Organized a pre-concert autograph event at Tower Records
Result
While Japan concerts by Hong Kong artists often attract a large proportion of Chinese-speaking fans living in Japan, approximately half of the audience for these concerts were Japanese fans.
This showed that interest generated through the film could successfully be converted into actual concert attendance.
By creating a ticketing system accessible from overseas, we were also able to make tickets available to fans outside Japan.
Tokyo performance（Photo by Mitsuaki Koshizuka)
Osaka performance （Photo by Masaaki Kono）
Why TB-project
TB-project handled film music coordination for Twilight of the Warriors: Walled In, giving us first-hand knowledge of the film and how Japanese audiences were responding to it.
Rather than relying only on conventional music promotion, we also worked with cinemas, bookstores, and Hong Kong-related cafés and shops to reach Japanese fans who had discovered Yoyo Sham through the film.
We also drew on the network we had built through film production, including obtaining a direct message of support from director Soi Cheang.
Our ability to connect film production, music, events, and promotion was a key strength in this project.
Message of support from director Soi Cheang
