Central to Shogo’s musical manifesto is a Sunday afternoon slot on White Stage. This year it’s at 12:40 p.m. and will feature the last ever performance of Esme Beltza, a musical group from Basque Country founded in 2007. Over the years, the band has amassed a huge following for both music and politics, opposing authoritarianism in any form.

It will be the band’s fifth return to Fuji Rock, and Shogo estimates a huge crowd will welcome back the band, which is known for blending rock, reggae, ska, and even accordion into their music. More importantly, the band is on a mission, spreading the word that live music and passion are alive around the world. 

“Every year, Masa trusts me to book 1 or 2 bands. He says he doesn’t need to get any CDs or hear songs; he believes in what I am doing.”

And so, with a modest annual budget, Shogo has been able to lure some of the top Spanish-language musicians from around the world to Japan. This has included such notables as Fermin Mergoza, Manu Chao, and others. And if the stars alight, both stars of the Southern Hemisphere may soon find themselves in Japan.

“I am on the front line like a samurai. I am defending the music and the passion that runs through people like Joe Strummer and everyone who believes that music is worth fighting for.”

Born in Argentina, Shogo was a natural choice to lead important music with a political message to the people of Japan.