"Chindonya" Today Japanese Street Performers in Commercial Advertising

Abstract

The chindonya are companies of street musicians engaged primarily in advertising for shops, stores, cabarets, and pachinko (pinball game) parlors. Their development is closely linked to the economic and cultural development of Japan since the end of the nineteenth century. Although once a common sight in urban Japan, the number of chindonya has greatly decreased since the late 1960s. Recently, however, some signs of a new interest in this nearly obsolete profession have appeared. The job profile has changed somewhat; job offers from rural communities are increasing and engagements as main attractions in large hotels and at festivals have begun to be booked. The music has even influenced some pop music groups, who are taking up the chindonya repertory. After a brief historical introduction and a description of the present-day situation for chindonya in Tokyo and Osaka, some of the possible factors responsible for the newly awakened interest in chindonya are discussed.