ABOUT ME
Xavier NORINDR
Consulting services
Specialist in the cultural and creative industries.
From the start of my university studies, I developed a strong interest in entrepreneurship and the cultural and creative industries. After my master's degree in commercial management, I joined the business school INSEEC to specialize in communications. At the same time, I work part-time in the music industry, in the label's marketing department. Roadrunner Records. At the same time, I set up an association aimed at promoting the Japanese music scene and uniting a community, which led me to organize events and concerts throughout France.
At the end of my studies I joined the marketing research agency, Quidam, as head of business development and customer relations.
In 2006, led by my passions, music and Japan, I co-founded J-Music Distribution. Driven by strong growth, the company is diversifying towards a BtoC activity with J-Music Store, a live performance entrepreneur activity with J-Music Live and a consulting activity with AZN Consulting.
Following our success, the company Ankama asked me to develop a similar activity for their music department which was created under the name Bishi-Bishi.
After several “fast” years within Ankama and a Japan Expo Award, I return to the path of entrepreneurship by co-founding Crosslight, a communications, marketing and business development agency.
At the same time, I took shares in a concert and tour production company, 33 Degrees. I reworked the strategy so that the agency focused on services to artists and entertainment companies and I took charge of operations.
Throughout these years, my expertise in the cultural and creative industries has led me to be asked as a speaker for events or by organizations such as MaMA in Paris, EARS in Helsinki, the Reeperbahn Festival in Hamburg or for the JETRO in Tokyo.
Covid gives rise to a renewal. I thus become a partner of NFT4ALL, a consulting and development company in blockchain technologies and a partner of 4all entertainment, an audiovisual production studio, which absorbs Crosslight in 2021.
Today, I support and advise entrepreneurs and managers from the cultural and creative industries in the formalization of strategies and in the implementation and monitoring of operations.
MY JOURNEY
Associate director and CEO
at Crosslight
From 2014 to 2023 (9 years)
Crosslight is a communications, marketing and business development agency.
My roles and functions:
-Co-founder of the agency, strategic leader and administrative and financial management.
-Sales and marketing management : Definition of the company's strategy and offers (strategy, project management, events, marketing and communication). Prospecting and signing new clients including Sanrio, Korean Cultural Center, Japanese Ministry of Agriculture, Fisheries and Forestry, Korean Tourism Office, Japan Expo, Tokyo Metropolitan Government, Polymanga, Takara Shuzo, Promic.
-Project management such as for example, the event Hanami at the Jardin d’acclimatization (with 26,000 visitors) in collaboration with LVMH and Japan Expo, Press relations for the Japanese Contemporary Cinema Festival Kinotayo (from 2018 to 2020), digital and influence campaigns with Marie Palot (Korean Festival, Fact music awards, Taste Korea, etc.), etc..
-International Development with the opening in 2016 of Crosslight Japan, a company based in Tokyo aiming to strengthen relationships with customers and prospects and to provide a service offering for European companies wishing to develop on the Japanese market.
-Team management (2 project managers, 2 assistant project managers, 1 creative/multimedia director) and sourcing of suppliers.
- Co-production and production of general public events as Korea Now (in 2018 and 2019 with more than 3,000 people) and the Food Truck Festival of Saint Quay Portrieux (from 2016 to 2019 withmore than 6,000 people)..
Conférence pour des entrepreneurs japonais à Niigata sur comment promouvoir ses produits sur le marché français.
Marie Palot co-anime la scène du Festival Coréen organisé par la Mairie du 15ème arrondissement de Paris + Story Insta en backstage
Événement de remise de prix organisé pour Japan Expo.
Conférence pour des entrepreneurs japonais à Niigata sur comment promouvoir ses produits sur le marché français.
Associate director and COO
at 33 Degrees
From 2015 to 2022 (7 years)
33 Degrees is a service agency for artists and companies in the entertainment industry (Management, Distribution, Booking, Concerts and Tours).
My roles and functions:
-Operations Manager, strategic leader And administrative and financial management.
-Licensing (products) and in representation (artists).
-Sales and marketing management : Sale of our services as executive producer (concerts and tours) for foreign companies including GCA Entertainment (TW), Cult of Ya (UK), Voss Events (US), Onion Production (UK), CJ E&M (KR), Kinetic Vibes (IT), LDH (JP). Establishment of strategic partnerships with Universal Music France for the distribution of our artists and B Live Group for our concerts and tours.
-Team management (2 production managers, 1 artist booking manager, 1 tour manager) and sourcing providers.
- Co-production and production of events, concerts and tours in France and internationally (Japan, UK, Germany, etc.) including Seoul Bam, Music & Sake, Loud & Clear, …
Booking du groupe de metal Jupiter pour le Festival J-Fest au Mexique
Concert du groupe japonais Angerme à la Cigale
Vente et fabrication de produits dérivés de groupes de musique lors du festival Japan Expo
Booking du groupe de metal Jupiter pour le Festival J-Fest au Mexique
Project director
at Ankama
From 2010 to 2014 (4 years)
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Ankama is a creative studio bringing together several activities in Video Games, Animation, Books, Toys and Music.
My roles and functions:
-Artistic direction of music label Bishi-Bishi and products.
-Head of sales, marketing and communications.
-Management of musical artists and CD/DVD/merchandising products (one artist in management, one artist in publishing, exclusive licensee for Avex, King Records, Up-Front, And Space Shower Networks, and marketing of Dofus and Wakfu musical products).
-Management of distributors including Believe (Digital), Musicast (France), Twisted Talent(GSA) and Ankama Shop (B2C: online sales, festivals and concerts).
-Production of events, concerts and tours in France and Europe (+ 10,000 fans gathered during our concerts and events for 5 artists).
-Team management (1 Label assistant, 1 marketing and promotion manager (online/offline), 1 press relations manager, 1 graphic designer, 1 tour manager) and sourcing providers.
In 2011 we won the award for best J-Music artist in Europe at Japan Expo Awards (prize awarded by a public vote and a professional jury according to various criteria including the quality of the physical product, the communication strategy and the artistic direction.
Une retombée media pour le groupe japonais Morning Musume.
Conception, fabrication et vente de produits dérivés à l'effigie de nos artistes.
Synchro d'un titre du catalogue de Bishi-Bishi sur un épisode du dessin animé Wakfu.
Une retombée media pour le groupe japonais Morning Musume.
Associate Director
at J-Music Distribution
From 2006 to 2009 (4 years)
J-Music Distribution is a company dedicated to the marketing and promotion of CD/DVD and Merchandising products from Japanese musical artists.
My roles and functions:
-Co-founder of the company, Head of sales and marketing.
- Set-up, management and supervision of B2B activities including Import/Export, Distribution, Licensing, (+ 300 items in the catalog,+ 100 POS in France and Europe including FNAC and VIRGIN Stores).
- Implementation, management and supervision of B2C activities (J-Music Store) including 1 E-commerce site,10 to 15 Pop-up stores per year at festivals, trade fairs and shops.
-Team management (1 sales person, 1 e-commerce manager, 1 communications and digital marketing manager, 1 Pop-up stores manager).
- Strategic partnerships with Japanese majors such as Nippon Columbia, Avex and Sony Music Entertainment.
- Development of the company's diversification into concert production (J-Music Live) and a consulting and marketing research activity (AZN Consulting).
Opération de mise en avant dans le réseau FNAC belge.
Présence dans les foires et salons dédiés à la pop culture pour présenter et vendre des CDs et produits dérivés d'artistes Japonais.
Séance de dédicace à Virgin store pour un de nos artistes en tournée.
Opération de mise en avant dans le réseau FNAC belge.
