Believe announced the launch of 'PLAYCODE', a new imprint dedicated to championing the growing Japanese hip-hop music scene, including partnering with some of Japan's leading acts: Y=ellow Bucks, Red Eye, and Issei Uno Fifth. This launch marks a new step in believe believe's expansion in Japan, less than a year since it began operating in the country, in October 2023. As part of believe Japan's Artist Services offering, 'PLAYCODE' aims at nurturing the booming local hip-hop music scene.

It will combine believe's unique digital artist development capacities - strategic, marketing and financial support -, unrivalled local hip-hop expertise, and long-term partnerships with key digital players to accompany its artists at all stages of their careers reach wider audiences and grow their careers locally and internationally. With +450K monthly listeners on Spotify and 66,7K followers on YouTube, ¥ellow Bucks is one of the most influential hip-hop artists in Japan, whose breakthrough hit ?YESSIR? cumulates +36M views on YouTube and +25M listens on Spotify to date.

After Red Eye winning the 16th High School Rap Championship in 2019, Red Eye has become a force to be reckoned within the hip-hop music scene, cumulating over 500K followers across all social platforms, with his ?POCKET? series reaching +8 million streams. Issei Uno Fifth?s massive hit ?SLIDE? gained popularity on TikTok, reaching +1.6M streams on Spotify and leading him to be one of the winners of TikTok?s Spotlight Programme.

After creating a series of hip-hop focused imprints in Thailand (bYOND), Italy (MAST) and France (Avant-Garde, AllPoints and Morning Glory), the launch of ?PLAYCODE? confirms Believe?s long-lasting commitment to nurture and drive hip-hop independent artists to their utmost level all around the world, all the while remaining in full control of their creative freedom and careers.