People Of Culture Studios Forms Management Joint Venture With New Breed To Rep Asian Artists In U.S.

Jesse Whittock and Liz Shackleton
·3 min read
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EXCLUSIVE: Labid Aziz’s People of Culture (PoC) Studios has formed a management joint venture with New Breed, Inc. The venture will represent New Breed’s international artists in the U.S.

New Breed primarily represents music artists from from Japan, Thailand, Philippines, Korea and U.S., and its new JV with TV and film content house PoC Studios will also help artists from Bangladesh, India, Pakistan, and other countries across Asia and Africa to break into the States.

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The partners are using the K-pop blueprint as inspiration, noting how the genre established itself in the U.S.

The first artist repped is Filipino singer Sheki (aka Sheki Arzaga), who is part of the AKB48 singers from across Asia. PoC teamed with her management last month for a performance at Sunset Boulevard famed dive bar Whiskey a Go Go and was the studio behind the music video for her single ‘Good For Ya.’

PoC Studios CEO Aziz said: “With the success of artists like Bruno Mars, Olivia Rodrigo, H.E.R., Nicole Scherzinger, Elle King and Enrique Iglesias, who were all raised in the west with Filipino heritage, it only makes sense to bring one of the best singers from Asia, who was born and raised in the Philippines, to a Western audience that will surely love her style, personality and stage presence.”

New Breed Inc. CEO Shohei “Shaw” Watanabe also served as a producer in charge of Superball Co., Ltd., which manages the AKB48 groups, and as A&R and music supervisor of Dream Kid Inc and Atlantis 369 Music Publishing. He began his career as a road manager for Grammy winner L.V. and has worked with a variety of music publishers, record companies, and songwriters. He is also music supervisor for various movies and anime content.

“PoC Studios is a one-stop solution for entering the U.S. market, from development to distribution,” said Watanabe. “They understand the influence and innovative style international artists can bring to the U.S. and are fully equipped to provide exposure to international artists that expands the musical horizons of American audiences. It allows them to discover new genres and sounds.”

“There is an amazing opportunity to not only highlight incredible artists from around the world but begin to align audiences and help share and promote artists to new markets,” added Aziz. “PoC is committed to serving a global audience and this is just another step in this direction. By serving global artists and cross-pollinating audiences, there is so much that can be offered to individuals hungry to discover new talent and different experiences. PoC Studios always operates from an abundance mindset that there is strength in numbers and the tide will rise all ships on board this journey.”

PoC Studios’ TV and film slate includes zombie rockumentary Among the Dead, which is the first screenplay of father-daughter combo Andy Cosby and Charlie Danger and directed by Japanese comedian and screenwriter Hiroshi Shinagawa. The project is the first fruit of a co-production and co-financing pact with Japan’s Yoshimoto Kogyo Co.

Also on the slate are three animated feature films. Sky & Luna, based on the original IP from Creation Station, is being made in partnership with Man of Action Entertainment (Ben 10, Big Hero 6) and Composition Media, with Duncan Rouleau directing. Once Upon Again and Santa Claus origin story Little St. Nick recently began production.

PoC is also developing Tokyo Under Night, written by Academy Award winner Ron Bass (Rain Man), which is billed as a ‘Japanese Casablanca.’ Last November, we revealed it had struck a joint venture with Atomik Content to co-manage talent and produce and distribute films, TV shows and hybrid projects.

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