In response to growing awareness of mental health issues and a surge in online abuse, Sony Music Entertainment (Japan) Inc. has significantly expanded its free support program for artists facing mental health challenges. The initiative, designed to help those impacted by the pressures of fame and social media, aims to provide professional counseling and mental health resources for entertainment professionals.
Launched in the fall of 2021, the “B-side” program is a key element of Sony’s support strategy, offering both in-person and online counseling sessions with clinical psychologists and certified psychotherapists. The service is available to artists and their management teams, and the consultations are free and confidential, with an emphasis on anonymity.
This initiative recognizes that artists often face mental health challenges not only in their public careers—what the program refers to as their “A-side”—but also in their private lives, or “B-side.” In addition to providing support to Sony-affiliated artists and actors, the program extends its services to company staff who work directly with entertainers.
The increased focus on mental health comes at a time when social media platforms have made artists particularly vulnerable to negative comments, online abuse, and cyberbullying. According to Sony Music Entertainment, this heightened scrutiny has contributed to a growing mental health crisis within the entertainment industry.
Airi Tokutome, an artist manager with nearly 30 years of experience at Sony, spearheaded the B-side initiative after noticing the profound impact of online negativity on her clients. Tokutome observed that while it was once common practice for managers to offer basic emotional support to artists, the rise of social media has made it increasingly difficult for managers to provide adequate help. In some cases, artists were experiencing severe physical and mental distress as a result of online abuse, impacting their live performances.
The project’s origins trace back to the COVID-19 pandemic, which disrupted the entertainment industry, forcing the cancellation of concerts and prompting financial concerns among artists. In response to this, Tokutome began assembling volunteers within the company to create a mental health framework, which she presented to the company president in autumn 2020. Upon approval, Sony Music Entertainment began fully funding the B-side program.
The initiative has proven successful, with consultations steadily increasing each year. Although specific data on the number of consultations remains confidential, Tokutome believes the service has contributed positively to Sony’s business in the long run by bolstering artists’ confidence in the company’s support system.
Tatsuya Nomura, president of the Federation of Music Producers Japan and Hip Land Music Corp., which represents the popular rock band Sakanaction, has also expressed support for B-side. Nomura highlighted how, in the past, the music industry often overlooked mental health issues, advising artists to simply “work harder” in response to complaints. However, he noted that the importance of mental health has become more widely recognized in recent years, and initiatives like B-side are crucial to the industry’s progress.
In collaboration with Nomura, Tokutome has expanded the B-side program to include other companies in the music industry. By signing contracts with seven organizations—including counselor groups—Sony has been able to offer a broader range of services than initially available. New agreements are still being negotiated, with further discussions ongoing with a fourth company since November 2024.
Despite this growth, Tokutome emphasized the importance of safeguarding mental health data and proceeding with caution as the program expands. “The nature of mental health cases requires us to take all possible measures to create a system to protect information,” she said. “We must ensure that we proceed thoughtfully, tracking our progress along the way.”
As the entertainment industry continues to grapple with the pressures placed on its professionals, initiatives like Sony’s B-side program represent a growing recognition of the need for comprehensive mental health support within the sector.
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