"Special Award Commemoration Corner" to be launched at TSUTAYA stores nationwide

2016.10.18 Press Releases
TSUTAYA Co., Ltd.

-After the award announcement, rentals of related works increased by an average of 883% compared to the previous week!-

TSUTAYA Co., Ltd. (Head office: Shibuya-ku, Tokyo / President and COO: Kazuo Nakanishi / hereinafter referred to as "TSUTAYA"), which operates approximately 1,479 TSUTAYA stores nationwide, will celebrate Bob Dylan's (75) Nobel Prize in Literature, which was announced on Thursday, October 13th, by setting up a "Bob Dylan Nobel Prize Commemorative Special Corner" in the music rental corners of TSUTAYA stores nationwide.

After the award was announced, the number of rentals of Bob Dylan's works increased significantly, by an average of 883% compared to the previous week, indicating a sudden increase in attention following the award. The title with the most rentals since the announcement was "The Best of Bob Dylan," released in 1997, with rentals up 581% from the previous week.
Looking at the month-on-month increase in rental frequency by age group, the number of rentals by customers in their 40s and older has increased significantly, suggesting that they are reminiscing about their youth and experiencing Bob Dylan's music for the first time in a long while. Additionally, the number of rentals among young people in their teens and twenties who were not listening to Bob Dylan in real time also increased by about seven times, indicating that the news of his award has led to an expansion of his fan base. (See the graph below for detailed data)

Following the announcement of the award, TSUTAYA stores across the country will be setting up special corners showcasing Bob Dylan's musical works throughout his career, creating sales areas that will meet the expectations of fans. Some stores have already set up corners since the announcement of the awards on the 13th, and we will continue to promote the event at TSUTAYA stores across the country.

TSUTAYA MUSIC PLAYLIST, a music compilation site run by TSUTAYA and run by music lovers at TSUTAYA, introduces a collection of Bob Dylan works recommended by TSUTAYA music connoisseurs under the title "Bob Dylan Selected by Easy-to-Listen Criteria." In addition, TSUTAYA stores are offering a service called "Choose your 10 CDs! Rent up to 10 old CD albums for 1,000 yen (excluding tax)."(Click here for a list of participating stores)

Through these services, TSUTAYA will offer customers of all ages the opportunity to easily discover Bob Dylan's many wonderful musical works, as well as classic songs that have defined the era and new songs that they have never heard before.

Materials related to this matter

"Special Award Commemoration Corner" to be launched at TSUTAYA stores nationwide

Inquiries regarding this matter
TSUTAYA Co., Ltd. Public Relations
TEL: 03-6800-4764