Yamaha Unveils 'Creator Pass' at SXSW

Yamaha Music Innovations will debut the "Yamaha Creator Pass" at SXSW on March 12, 2026, in Austin Marriott Downtown, Waller Ballroom B. The pass aims to unify music and podcast creation tools. Yamaha has been at the heart of musical innovation for over a century. The "Creator Pass" pulls together 21 platforms, including Output, LANDR, Riverside, and Groover. Scott Yusuke Sugino, President & CEO of Yamaha Music Innovations, will speak at SXSW about making creativity accessible. Gregg Lehrman, CEO of Output, will also participate in the discussion. Yamaha's business strategy focuses on leveraging technological expertise to drive innovation. Yamaha established Yamaha Music Innovations (YMI) in Silicon Valley in April 2024 to strengthen global open innovation in sound and music. YMI was incorporated in January 2025. The company has launched the $50 million Yamaha Music Innovations Fund 1 (YMIF) to back music and media startups in Silicon Valley. Andrew Kahn leads YMIF as Managing Partner. Yamaha has a 34% market share in the global musical instruments sector.