AnyMind forms influencer joint venture with Japan's Sunny Side Up

Singapore-based AnyMind Group established a joint venture called AnyUp with with Sunny Side Up, a Japan-based communications firm that represents enterprises, celebrities, talent and athletes.

AnyMind said the intent is to form a new breed of public relations-tech companies in Japan, combining AnyMind-owned CastingAsia’s influencer-marketing expertise, network and technology, with Sunny Side Up's content discovery and public relations capabilities.

For marketers, AnyUp will provide efficient support for public relations and promotion, backed by CastingAsia's scaled influencer network, as well as strategy planning, influencer selection, content production, and campaign analysis. 

For celebrities, athletes, content creators and personalities, AnyUp will offer account set-up and operation, content production and editing, monetization support and matching with advertisers.

AnyUp also announced plans to launch the official YouTube channel and Instagram account for footballer Hidetoshi Nakata, saying the move represents his first attempt at sharing content officially on YouTube and Instagram. Nakata will supervise his the channel, titled “Nihonmodo by Hidetoshi Nakata”, which will sahre "the attractiveness of the 47 prefectures in Japan", according to AnyMind.

"The influence of video content on social platforms, including YouTube, has been steadily increasing year by year," Kosuke Sogo, CEO and co-founder of AnyMind Group, said in a release. "We are now in the era of video. At the same time, we’re also looking at a shift in how celebrities and athletes connect with their audiences, moving from 'blogs' to 'vlogs', and we will see further growth in the future. On the other hand, there are still issues such as knowing where to start, developing and editing video content, and connecting and collaborating with brands.”