On September 28, 2022, Fellaz, an innovative entertainment platform, announced its partnership with Rakuten, positioning itself as an Official Partner for the NBA Japan Games 2022, presented by Rakuten and Nissan. This collaboration will also see Fellaz serve as the Presenting Partner of the Game 2 Halftime Show. The games, featuring the 2022 NBA champion Golden State Warriors and the Washington Wizards, are set for September 30 at 7 p.m. JST and October 2 at 2 p.m. JST, taking place at Saitama Super Arena.
Fellaz specializes in managing a variety of K-pop and J-pop intellectual properties, including original and derivative content, as well as digital avatars. The platform aims to enhance the fan experience by facilitating direct interactions between artists and fans through global music tours and live events. This partnership with Rakuten follows Fellaz’s recent involvement as an official sponsor of the World University Basketball Series in Tokyo.

The Game 2 Halftime Show on October 2 will feature prominent artists, including BoA from SM Entertainment, renowned for her success in both K-pop and J-pop, DJ Taku Takahashi from the hip hop group M-Flo, and FusionMC, a street dance crew from South Korea.

Fellaz’s role as Presenting Partner for the halftime show underscores its dedication to providing high-quality musical performances and serves as a precursor to an anticipated global K-pop tour scheduled for Tokyo in the upcoming year.

The Golden State Warriors, who recently claimed their fourth NBA championship in eight years, include standout players such as Stephen Curry, Klay Thompson, and Draymond Green. The Washington Wizards feature stars like Bradley Beal, Kristaps Porziņģis, and Rui Hachimura, the first Japanese player ever selected in the NBA Draft’s first round. Both teams will be visiting Japan for the first time.

Rahul Kadavakolu, Vice President of Rakuten’s Global Sports Business, expressed enthusiasm for the partnership, highlighting the aim to enhance fan engagement through innovative experiences, showcasing the potential of Web 3.0 in sports and entertainment.

Bobby Bhatia, CEO of Fellaz, regarded this partnership as a crucial step in establishing Fellaz as a mainstream entertainment platform in Japan, emphasizing the potential for innovation in the entertainment industry.