Music Media-Mix Market

M3 is focused on the sale of audio material such as doujin music^[1] and audio dramas. The event is run by a team of volunteers, and is held twice a year at Tokyo Ryutsu Center in Ōta, Tokyo^[2][3] – once in the spring (April or May), and once in the autumn (October).^[4]

Works sold at M3 span many different genres, and may either be derived from media properties such as video games or completely original works. Attendees of the event purchase a catalog which acts as their admission ticket as well as providing information on the participating vendors.^[2] The event also features a "listening corner" where attendees can listen to as many CDs as they would like from participating circles.^[5] Some participants perform live music at the event.^[6]

The first M3 event was held on March 21, 1998^[8] at the Tokyo Stationery Kyowa Kaikan in Asakusabashi, with 53 participating circles.^[2] The idea for M3 came about due to Comiket not having a dedicated category for audio at the time, with music, radio dramas, and MAD tapes (derivative works made from splicing together audiovisual material) instead being exhibited in other categories such as doujin soft.^[5] Its first exhibitors also doubled as the event staff. Corporate vendors, such as instrument manufacturers, record labels, and software developers, would first attend the event for its tenth anniversary in 2008, and by 2011 they were an accepted part of the event's culture.^[2]

Early on, much of M3's works were arrangements of music from bishōjo games^[2] such as the works of Key, and other popular video games at the time, like Ragnarok Online and Higurashi When They Cry.^[5] Vocaloid played a significant role in M3's development, as the software easily allows for circles to produce vocal music without needing a human singer. Online platforms such as Niconico have also helped to draw attention to the event, with popular utaite (amateur online singers who cover songs) releasing their CDs.^[5][6] These new audiences drew in younger attendees in the middle to high school age range, who would come with their parents to purchase music.^[2] The popularity of Vocaloid and utaite also helped to attract a larger amount of female participants.^[6] In 2016, M3 was attended by over 10,000 people.^[5]

The event continued to be held during the COVID-19 pandemic in 2020^[9] and 2021, though limited to 50% of the venue's usual capacity.^[10] As of 2024, the number of attendees has yet to return to pre-pandemic numbers.^[7]

• Comiket