Internet-shy entertainment management company Johnny & Associates said Monday it will launch an official YouTube channel on March 21.
The move comes as a bit of a surprise since Johnny's, which manages popular J-pop groups including Arashi and Kat-Tun, has long been known for shunning the internet. The Japanese talent agency had avoided social media, prohibiting clients from maintaining profiles on sites such as Twitter and Instagram.
Monday's announcement appears to signal a significant step from one of Japan's biggest and most powerful talent agencies toward participating in online activities. The channel will host content from the company's Johnny's Jr. stable, according to its press release. This will include original videos in the mold of YouTuber-style creations like "challenge" videos. It also will be international, according to a YouTube spokesperson, meaning there won't be the kinds of geographic restrictions that frustrate many overseas J-pop fans.