Over the weekend, and as reported in Monday's News of the Day, J-rock band X Japan has signed with EMI Music North America. For the uninitiated into this arena of Asian pop culture, this group is big. Really, really big. In fact, you might call them the – pardon the pun – Japanese Beatles. (You can see their Wikipedia entry here.)

Now, this isn't just a random record deal. Band leader Yoshiki – who has been living in the U.S. for some time – is also going to have a monthly showcase on Sirius/XM satellite radio, which will be used, presumably, to showcase other Japanese artists. (He previously had organized a J-rock festival in Los Angeles called J-Rock Revolution.)

We've had Big Anime and Big Manga. Now, it seems that the next piece of Cool Japan to invade America may be Big J-Rock.

Now, there have been attempts to bring J-rock to this side of the pond before – most notably Tofu Records, which had been set up by Sony to release CDs by acts like Puffy AmiYumi and L'arc-En-Ciel (the former best know for their series on Cartoon Network, the latter for providing themes for Ruroni Kenshin and Fullmetal Alchemist). The label went bust.

That isn't to say J-rock has been unknown over here. Quite the contrary. A number of acts have extremely loyal fanbases in North America, most of whom have been getting their music (and videos, and photos) through downloads of Japanese material, or buying Japanese releases through importers like CD Japan. But the former practice is of quesitonable legality (and has raised controversy among some fans), while the latter can get very costly.

Here's where there's a marketing opportunity for whatever record company wants to get involved. You have a "hip" art form that carries the cache of "Cool Japan" – which very well may overcome any objections to the songs not being in English. (Occasionally, they're in Engrish, but . . . yeah, that's not English either.) You have a built-in audience. You have a distribution channel via Yoshiki's show – which, if it's a success, may be increased to more than monthly. (Satellite radio wants to grab and hold subscribers any way it can nowadays).

Tofu Records failed largely because of spotty distribution – its wares were sold more through anime outlets (like Suncoast) than CD stores. However, the music industry has changed since then. It's iTunes – oriented – and J-rock fans are used to downloading their music anyway.  Fans may not want to pay $30 for a Japanese disc, but they very well will pay $12 for their favorite band's new album on iTunes.

And that doesn't mean that J-rock distirbution in this country will be digital-only. Physical CDs could be produced and sold as "boutique" items – especially if they're distributed like the are in Japan, as deluxe packages with DVDs, illustrated booklets – and, if you buy it from the right outlet, extra bonuses like posters and photo cards.

The opportunities for marketing and promotion don't stop at the music itself, either. Fans don't just want to hear these bands, they want to see them. Most popular Japanese rock is of the "visual kei" vareity, which means the bands are usually made up of very pretty boys dressed in either very glamorous or very outrageous costumes. DVDs – both live and music video compilations – are very serious business here. So are glossy picture magazines like Shoxx and Neo Genesis, posters and photo books. This has the potential to be one of those multimedia monsters that could encompass publishing and DVDS/streaming services. (Do not be at all surprised to hear Crunchyroll has started carrying J-rock concerts.)

Best of all, these materials can be brought over at little cost. They're already recorded. Published materials will have to be translated, but the music itself won't have to be redubbed – fans like the sound just the way it is, thank you, even if it's in another language. (All they ask is access to lyric translations).

So, keep an eye out for the arrival of Big J-rock. It very well may be one of the trends of the coming year. And if it comes, it will open up lots of opportunities for fans who know this music – in printer matter translation, marketing and promotion. (Maybe even fashion, if the J-rock inspired clothing seen on Japanese streets makes it over here). Once again, fan devotion to something the rest of the world doesn't know about – yet – may just pay off.

- Bonnie Walling