Japanese idol group Snow Man, known for their dynamic performances and loyal fan base, will not be appearing on NHK's annual Red and White Song Festival (Kōhaku Uta Gassen) for the second consecutive year. Instead, the group has opted to host a New Year's Eve live streaming event on YouTube, showcasing their commitment to maintaining close ties with their fans.
From November 9 to December 27, Snow Man has been busy captivating audiences with their five major dome tour. Their last concert at Tokyo Dome on December 17 revealed exciting news. According to multiple fans attending the event, Watanabe Shota announced, "This year, too, on New Year’s Eve, let’s do live streaming first! It was suggested by our member ‘Meme’"—a reference to fellow member Meguro Ren, who has gained recognition for putting fans first.
Meguro Ren has proven to be proactive when it matters most. During the pandemic, he took charge of proposing remote projects through YouTube, displaying his dedication to keeping fans engaged. With the positive reception from last year’s live stream still fresh, fans have expressed their support and excitement for the upcoming event, as reflected on social media: "Meguro Ren’s engagement with fans makes it hard not to adore him. I’m so happy to be supporting the strongest nine-man group Snow Man!" This suggests strong anticipation, as many fans feel this New Year’s Eve streaming event could be even more significant than their potential Kōhaku appearance.
2023's absence from the Kōhaku was partly due to issues surrounding their management company, STARTO ENTERTAINMENT, which has not seen any of their artists invited to this prestigious show. Reports indicate this was influenced by the fallout from the past issues of the former Johnny’s agency. NHK began extending offers to STARTO talents only recently, but negotiations did not yield results, leaving fans curious about the group’s future on the Kōhaku stage.
Internal discussions among the group reveal differing opinions about whether to pursue the Kōhaku opportunity or prioritize the live streaming engagement with their audience. An insider indicated, "It is said there was not zero chance of Snow Man performing, based on their successful record of over one million album sales this year. Yet the overwhelming enthusiasm from last year’s streaming had left members eager to connect with fans on platforms where many feel more comfortable." This reflects the modern trend of artists leveraging streaming services to cultivate and expand their audience.
Currently, Snow Man—who debuted in 2020 and is celebrating their forthcoming fifth anniversary—has amassed over 1.5 million fans. This places them significantly below the historic popularity of veteran group Arashi, who boasts over 3 million members but showcases their impressive rise within just five years. Nevertheless, with ambitions to achieve tremendous success akin to their predecessors, members of Snow Man feel the pressure to prove themselves on grand stages like Kōhaku.
Despite this, choosing to engage via YouTube presents valuable opportunities. This strategy could potentially expand their fan base, capturing increasingly tech-savvy younger generations who might not be as engaged with traditional media. Engaging with fans directly also deepens the artist-fan connection, positioning Snow Man to adapt successfully to trends and maintain relevance.
Snow Man's decision appears to be rooted deeply within their ethos of prioritizing fans, balancing aspirations with contemporary digital strategies. The excitement for their New Year’s Eve live stream reflects their fans' desire for closeness and engagement, promising to melt the coldness of missing out on the Kōhaku. It's this passion for their audience, reinforcing the notion of being more than just idol entertainers—they strive to be partners with their loyal followers.
Snow Man continues to earnestly listen to their fans as they navigate their artistic paths, with the dedication to engage and resonate being as vibrant as the performances they deliver on stage. With every decision taken, they exemplify the warmth of their unwavering commitment to those who support them fervently.”
