Atsushi Yamaura, President and CEO, Yamaha Corporation

2025.10.10

Using the power of sound and music to create a future where people's individuality shines

■ Profile
Born in Nagano Prefecture. Joined Yamaha Corporation in 1992. After working on the development of digital pianos, he earned an MBA from the University of Texas. After returning to Japan, he was in charge of business development for digital content distribution and acoustic communication technology. He subsequently served as General Manager of Acoustic Technology Development, General Manager of Electronic Musical Instrument Development, General Manager of Electronic Musical Instrument Business Division, Executive General Manager of the Musical Instrument Business Division, and General Manager of Yamaha Musical Instruments & Acoustics (China), before becoming Representative Executive Officer and President in April 2024.

President Yamaura says that the two different musical experiences he had in his childhood have become his greatest assets. He says that he has updated himself by being involved in a variety of businesses, from the development of electronic musical instruments to the distribution of music content. We spoke to him about what he thinks about as president and how he will lead the company.

My father was a music teacher, so music was always around me from a young age. In particular, my experience living in Mexico for three years during elementary school due to my parents' work had a major impact on my musical outlook. I witnessed firsthand how Mexican people truly enjoy music as part of their daily lives, and the joy of music was deeply imprinted on me. After returning to Japan, I joined the extremely rigorous brass band club in junior high school, which had the ability to compete in national competitions. These two completely different experiences - music that was fun and rooted in everyday life, and rigorous music that aimed for great heights - became a great asset to me.

■ Accept change and constantly absorb new knowledge

During my university years, I was immersed in club activities. I served as a choir conductor and thoroughly enjoyed the joy of creating music. When I was job hunting, I initially decided that music would not be my career, so I visited companies and received a job offer. However, I felt lonely in a life without music close to me, so I declined the offer. I decided that I wanted to work in a place close to music, and joined Yamaha. When I joined Yamaha, the electronic instrument development department in particular was filled with a very unique and free atmosphere, with many artists coming and going to evaluate products and future sound sources. I felt very comfortable there and took great joy from it.
To be honest, I was a bit apprehensive when I joined the company. I hadn't studied very seriously as a student, so I was worried about whether I would be able to do the job. However, I think the reason I've been able to get this far is because I've been blessed with great bosses and seniors, and because I've always had the mindset of "not being afraid of change or updates." Rather than thinking, "I'm done," I've always had the mindset of jumping in and learning something new whenever there is one.
Since joining the company, I have had the opportunity to work in a wide variety of fields, from developing and planning electronic musical instruments to distributing music content for mobile phones. The way of thinking required for each business, from a hardware-centered business to content distribution, was different, but it was also a lot of fun and a valuable opportunity to constantly learn new things. I believe these experiences have allowed me to "update" myself.
When I was approached about becoming president, I was surprised, but honestly, I was worried. Because I had been involved in new business development for a long time, there were some details about the musical instruments and audio business, which could be considered Yamaha's core business. However, just around that time, the world was undergoing major changes, with the COVID-19 pandemic, semiconductor shortages, and a sudden shift in the Chinese economy. I was convinced that changes would continue to occur and that Yamaha would also need to undergo major transformation in the future, so I accepted the position, knowing that my experience "outside the musical instruments and audio business" would surely be useful.

■Towards a comprehensive music solutions company

Our mission is to contribute to enriching the lives of people around the world. This means that people can have fun, make friends, and find meaning in life through music, and it is clearly linked to our business. For example, ensuring that traditional products such as acoustic pianos and wind instruments are passed on to the next generation is an important element. However, that alone is not enough; to develop music culture, we must work with artists to create new forms of music. To achieve this, it is essential to explore the possibilities of instruments with new user interfaces and new ways of expression. These efforts in both "tradition" and "innovation" are important, and I believe that in the future, employees will be required to be more flexible than ever before.
In addition to our business, we are also working hard to spread music culture through our YAMAHA MUSIC SCHOOL and school projects. We will continue to provide various ways for people all over the world, from children to adults, to enter the world of music.
Our focus going forward will be to provide value that is attuned to the diverse needs of as many people as possible. To that end, we will strengthen our offerings of hardware such as musical instruments and audio equipment, as well as software, content, and communities that can be combined with these. Technologies such as generative AI will lower the barrier to enjoying music and increase opportunities for more people to experience it. Yamaha will also utilize such technologies to evolve into a "comprehensive music solutions company" that brings the joy of music to as many people as possible.

＊message＊

What I want to say to all of you is, "Jump into society with confidence." I myself would never say that I was a good student, but I overcame difficulties by being interested in new environments and constantly updating myself. You are all now studying hard at university and taking on new challenges. I hope you will continue to keep an open mind, be interested in new things, and never forget to update yourself as you enter society with confidence.

*School Project: An initiative aimed at popularizing music classes in public education in emerging countries. Launched in 2015, the project has now expanded to more than 4.25 million people in 10 countries around the world.

Student Newspaper October 2025 Issue, Information Management and Innovation University, 10st Year, Ayuki Erikawa

Karin Ishimatsu, third year student at Tsuda University / Rurika Abe, second year student at Showa Women's University / Ayuki Erikawa, first year student at Information, Management and Innovation University