In recent years, “artist × brand collaborations” have gained massive attention. The fusion of music and branding has evolved beyond traditional commercial tie-ins, becoming immersive projects that generate buzz across social media and major news outlets.
In this article, we dive deep into the latest collaboration campaigns and tie-up tracks by YOASOBI, King Gnu, Utada Hikaru, and LUNA SEA. Whether you're a music lover or a brand marketing enthusiast, you'll uncover the secrets behind their impactful successes and key highlights worth noting.
Music × Brand Collaborations at the Forefront | Case Studies of YOASOBI, King Gnu, Hikaru Utada, and LUNA SEA
In recent years, collaborations between artists and companies have been appearing one after another. These “music × brand collaborations” go beyond simple advertising tie-ins, blending brand identity with the artist’s worldview and establishing themselves as cultural events that generate huge buzz on social media.
For companies, they serve as an effective way to communicate brand values, while for artists, they provide opportunities to reach new listeners—creating significant benefits for both sides.
In particular, collaborations with top artists such as YOASOBI, King Gnu, Hikaru Utada, and LUNA SEA have left a strong impression not only on music fans but also on the general public.
This article will discuss the appeal and reasons for the success of these four groups by introducing representative examples of their collaborations. We will not only follow the news, but also ask, "Why did they attract attention?" we will look at the new relationship between music and brands by delving into the
YOASOBI × PlayStation “PLAYERS” | Expanding the Gaming Experience Through Music
◤Project: MEMORY CARD◢#MemoryOfPlay The [123-second complete version] using the song "PLAYERS" created by YOASOBI based on the original 🔥.
- PlayStation Official (@PlayStation_jp) April 1, 2025
Don't miss the YOASOBI signed goods giveaway campaign!
For more information, please click here ⇒. https://t.co/FvXns8W1Pg#YOASOBI_PLAYERS# PlayStation 30th Anniversary pic.twitter.com/RvqWfsokmp
Overview
YOASOBI was selected for PlayStation’s 30th anniversary project Project: MEMORY CARD and created a new song titled “PLAYERS.” The track was written based on users’ memories of games they wished they could experience again.
Key Highlights
- The commercial features an unexpected trio—Nanase Nishino, VTuber Pekora, and game streamer Kiyo—who leap from a game shop into a dreamlike gaming world, a performance that drew plenty of buzz.
- The theme of “music × memories of gaming” resonates strongly not only with gamers but also with YOASOBI fans, creating a deep sense of shared nostalgia.
- By intentionally avoiding a “closing” feel, the song builds with a sense of uplift, transforming the project from a “song consumed in a commercial” into a piece of content that amplifies the gaming experience itself.
Fan Perspective & Insights
For the generation that grew up alongside game consoles, YOASOBI’s “PLAYERS” is far more than just a tie-in track. It’s an experience where the memory of PlayStation and music resonate together—where stunning visuals and music awaken personal memories and create something unforgettable.
King Gnu × Red Bull “Secret Gig” | A Live Concert on an Artificial Island Meets Immersive Storytelling
Press Release (PR TIMES,July 5, 2021)
Overview
King Gnu teamed up with Red Bull for “Secret Gig,” a groundbreaking live performance staged on Japan’s artificial island “Daini Kaihō”—a venue never before used for a concert. Only 60 lucky fans were invited to the site through a puzzle-based selection process, while another 70,000 joined online. A full performance film and behind-the-scenes footage were later released, fueling further buzz.
Key Highlights
- The project stood out for its sheer scale: a historic landmark turned into a concert stage.
- A game mechanic where players search for venues using “megaphone-shaped hints” appearing nationwide has gone viral on social media.
- The artistic direction and immersive participatory experience resonated, earning high praise as a fusion of music and experience.
Insights
King Gnu’s reputation for turning concerts into one-of-a-kind experiences found a perfect partner in Red Bull. Together, they created a project that resonated with both music fans and experience seekers, earning high praise as a true fusion of sound and participation.
Hikaru Utada × Ayataka | New Song “Mine or Yours” in Harmony with a Green Tea Brand
Hikaru Utada to be the brand ambassador of "Ayataka" for two consecutive years
- Hikaru Utada STAFF (@hikki_staff) March 2, 2025
The first in a new series of commercials using "Mine or Yours" is released today.
A special movie is also available on YouTube.https://t.co/Czv3iXRu2W pic.twitter.com/r6hW5K6K3m
Overview
Since March 2025, Hikaru Utada has served as brand ambassador for Ayataka, a leading Japanese green tea brand, marking her second consecutive year in the role. Her new song “Mine or Yours” was featured in Ayataka’s commercials, officially released for streaming on May 2, 2025, and later showcased in online events.
Key Highlights
- This collaboration underscores Utada’s ability to align her music with everyday cultural touchpoints, pairing an intimate new track with a brand that embodies tradition and modern lifestyle.
- Promotional efforts such as a Pre-add campaign and an appearance on THE FIRST TAKE also stood out, offering music fans engaging ways to connect with the project.
Insights
The song’s brief yet resonant melody, paired with a soft green aesthetic, redefined the comfort of “feeling music in everyday life.” It’s a case where a business tie-in was elevated into something closer to art—subtle, yet deeply moving.
LUNA SEA × McDonald’s | “ROSIER” Meets Cheddar Double Cheeseburger in a Rock-Fueled CM
Full version published
- McDonald's (@McDonaldsJapan) August 21, 2025
Cheech and Chong ROSIER. pic.twitter.com/rOB25Bm8Wv
Overview
LUNA SEA’s iconic song “ROSIER” made headlines once again through a commercial collaboration with McDonald’s limited-time burger “Chee Chee Double Cheeseburger.” The ad surprised fans with visuals that perfectly recreated the original LUNA SEA music video. Details of the collaboration can be found in thespecial feature article.
Conclusion: Music × Collaborations Showcasing New Possibilities
In this article, we’ve highlighted standout collaborations featuring YOASOBI, King Gnu, Hikaru Utada, and LUNA SEA. Each project goes beyond the framework of a simple commercial tie-in, instead merging the identity of the brand with the artistry of the musician.
- YOASOBI × PlayStation: An immersive project where memories of gaming and music intersect
- King Gnu × Red Bull: A one-of-a-kind live experience at an extraordinary venue
- Hikaru Utada × Ayataka: A quiet harmony of brand aesthetics and musical storytelling
- LUNA SEA × McDonald’s: A legendary track revived through a bold, rock-inspired campaignspecial feature article)
Together, these collaborations illustrate how music and brands, when brought together, can create fresh forms of cultural value and memorable experiences. If any of these caught your eye, check out the official campaigns and special features for a deeper dive.
Note: The information on this page is current as of August 2025. Please check the official websites for the latest updates.
