Walking in Others' Shoes as the Starting Point for Social Good (2024)

The Oto-Machi Project unites people through music, enlivening communities across Japan. Meanwhile, She's Got the Groove (SGG) empowers women in Mexico, fostering confidence through musical expression. The "Key" shared by these projects is their dedication to using music to build a more inclusive society.

While Oto-Machi and SGG operate on opposite sides of the world, the members of both projects have reached similar conclusions about the power of music in fostering social good. Both projects' leaders acknowledge the relevance of social issues, even if they are not directly impacted by them, and collaborate in solidarity with the people they support. Their way of putting themselves in the shoes of others serves as a shining example of Yamaha’s full dedication to creating an inclusive society.

Music Breaks Barriers

“Music is one of the closest ways to people's hearts," says Junko Masui, a member of Yamaha Music Japan's Service Business Strategy Division and leader of the Oto-Machi Project in f*ckui. This is why she believes music is so effective for community development.

Oto-Machi's club activities in f*ckui offer a space for people of different ages and musical abilities to make music together. Music has the power to create a sense of comfort and connection among participants, even if they are strangers or have varying backgrounds. "Music is a great way to communicate without words," Masui says. "It brings together people of all skill levels, from beginners to experienced musicians. I've seen many instances where people meet for the first time and bond over their shared enjoyment of music."

SGG also welcomes players of all skill levels, not just professionals and experienced musicians. For example, anyone can take part in the online contest called "SGG Challenge" by uploading a video of themselves playing music. Regardless of musical talent, all submitted videos are shared on Yamaha de México's official Instagram account, creating a colorful display of diverse people enjoying their music.

The leaders of both projects aim to make music more accessible. While the desire to improve is important, they emphasize that you don’t have to be great to have fun. Oto-Machi and SGG highlight that there are many ways to engage with and enjoy music.

“The main goal of SGG is to provide all women with opportunities for self-expression," says Alberto Dorado, the drum expert at Yamaha de México and team leader of SGG. The project wholeheartedly supports women so that they can muster the courage to perform in front of others. Their bravery serves as an inspiration for other women, encouraging them to try music themselves. This representation creates a positive chain reaction, inspiring more women to take on their own challenges.

Collaboration Starts With Empathy

Masui is not a resident of f*ckui Prefecture, and Dorado is not a woman. In other words, neither of them personally identifies with the groups they support through their projects. However, both understand the importance of empathizing with the societal issues they address and standing as active allies with the people they work alongside.

“When I’m working on the Oto-Machi Project,” Masui says, "I try to approach things with the mindset of 'would I want this for my own community or neighborhood?' It's crucial to put ourselves in the shoes of the residents of f*ckui when planning our initiatives."

As a man, Dorado admits that the issue of gender equality is not always in the forefront of his mind. "Sometimes I get distracted, especially when I’m overwhelmed with tasks," he says. "But whenever any of the women I collaborate with reaches out, it brings me back to our purpose. That’s why working with women on a day-to-day basis on this project is so crucial."

Dorado is dedicated to building and sustaining awareness of women’s empowerment in others as well. Simply celebrating women on specific days like Mother’s Day and International Women’s Day isn’t enough to make a real difference in everyday life. That's why he is committed to consistently organizing SGG events throughout the year.

This continued dedication generates a ripple effect, forming a network of supporters who embrace the concept. For example, what initially started as the "Drum Challenge," an online competition for drummers, has transformed into the "She's Got the Groove Challenge," encompassing a broader spectrum of musical instruments and promoting collaboration across departments within Yamaha de México. The enthusiasm of the SGG team has also extended beyond the company, with a female journalist partnering with Dorado to raise awareness of the project.

Masui shares a similar sentiment regarding her work on the Oto-Machi f*ckui Project. She emphasizes that her team's success relies on the support from various departments. “People who want to support others need to be first supported by something greater. I myself wouldn't be able to handle such an important job without the backing of Yamaha's legacy. I'm grateful to work in an environment where I can confidently say, 'leave it to us; we can help you with anything involving music.'"

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Music Passing Down Passion

What do Masui and Dorado envision for the future of their projects?

The Oto-Machi f*ckui Project aims to establish systems that empower community members to manage their own musical programs and activities. While Yamaha will continue to support the prefecture with resources and expertise, the ultimate goal is for citizens to assume ownership of their community endeavors. If done effectively, the momentum of the Oto-Machi Project will persist even after Yamaha's contract expires.

Masui also hopes to see new forms of community building that are more deeply rooted in local history and traditions. "We run the Oto-Machi Project all around Japan, and our hope is for each of the communities to develop in their own way,” she says. “This can be achieved by incorporating each region's cultural and musical heritage into community-building efforts. My vision for Oto-Machi is for each region to develop its own unique community culture, using music and musical instruments that suit them, which can then be passed on to future generations.”

As for SGG, the next step is to continue growing and reach more audiences. Yamaha de México hopes that many women and girls will be inspired to participate in the project. "While our current focus is on projects and events for amateurs, we're exploring initiatives aimed at professionals too," Dorado says. The more women there are in the professional music scene, the more role models girls will have to look up to. “Eventually, we can also introduce projects open to all genders," Dorado says. While the She's Got the Groove project initially aimed at empowering women, Dorado envisions a future where gender equality is so deeply woven into society that such initiatives become obsolete.

Community development and gender inequality are significant social challenges that cannot be tackled alone. They require collaboration that transcends borders, gender, and corporate affiliations. True alliances begin when individuals not directly affected by these issues develop empathy and a shared sense of responsibility with those they stand in solidarity with. Music's ability to unite people across diverse backgrounds facilitates this process, turning individual dreams into shared visions for the future. Masui and Dorado continue their work alongside communities, striving to achieve a better and more inclusive society.

Three-Part Series: Building an Inclusive World Together

#1 Creating Community Through Music

#2 Empowering Latin American Women Through Music

#3 Walking in Others' Shoes as the Starting Point for Social Good