Anime Expo
Encyclopedia
Anime Expo, abbreviated AX, is an American anime convention
held in Los Angeles
, California
and organized by the non-profit Society for the Promotion of Japanese Animation (SPJA). With rare exceptions, the convention is traditionally held on the July 4th weekend and lasts for four days. While currently hosted at the Los Angeles Convention Center
, in the past Anime Expo has been held in other locations such as Anaheim, San Jose, New York, and Tokyo. Anime Expo is notable as the largest anime convention in the United States and is also known for hosting high attraction guests due to close relationships with both the Japanese and American sides of the anime industry.
Top attractions include events such as the Masquerade cosplay
contest, the Anime Music Video
competition, Battle of the Bands, and SPJA’s Charity Auction. In addition, Anime Expo hosts a multitude of industry Guests of Honor (GoH), including notable music artists who often hold large concerts at AX. Anime Expo also has a large variety of focus panels, workshops, and events, some of which are fan or industry sponsored. Finally, there are also a number of film and video rooms presenting anime screenings that run all day and night.
Much like other conventions, Anime Expo also features a large scale exhibit hall where attendees can purchase a variety of products from a wide range of exhibitors. This exhibit hall also features an artist alley where attendees can purchase fan-created art work, as well as other varieties of crafts such as wigs, pins, and cosplay
material.
in 1991, and later absorbed by the SPJA in 1992. In 1994, Anime Expo made a strategic relocation to Southern California and has resided there since.
The convention continues to thrive due to the growing popularity of anime and maintains a strong draw due to the many notable Japanese guests it has been known for. It currently holds the title of America's largest anime convention, a title which it has consistently held every year except 2003 in which its attendance was slightly edged out by its rival east coast convention Otakon
. From 1,750 attendees in 1992, Anime Expo's size has increased to over 44,000 in 2009, which makes Anime Expo the largest anime and manga convention in North America
.
district of New York City
, New York
. The event was originally a joint effort with Central Park Media
and its industry event, Big Apple Anime Fest
(BAAF). Due to differences, the event ran as separate entities within the same time frame and venues, with BAAF hosting the theatrical film screenings, and Anime Expo New York hosting the convention. The events shared some resources, with notable guests listed in the program guides of both events.
The SPJA ran the event in order to demonstrate that it could run events outside of its home state of California. The event was a precursor to Anime Expo Tokyo which ran in Tokyo
, Japan
in 2004.
The SPJA has not run any events outside of California since 2004.
in Ikebukuro
, Tokyo
, Japan
. It was not technically organized directly by the SPJA, but rather was organized by the Japanese Association for Science Fiction (JASFIC) with assistance from the SPJA. JASFIC had two goals for Anime Expo Tokyo. The first goal was to establish in Japan a non-corporate sponsored convention dedicated to anime. The second goal was to demonstrate to the organizers of the World Science Fiction Convention (WorldCon
) that Japan could serve as a suitable venue for conventions that attract foreigners. Although Anime Expo Tokyo did not go on to a second year, JASFIC was ultimately successful in attracting the 65th World Science Fiction Convention
to Japan in 2007.
Anime Expo Tokyo had a staggering list of over 40 guests such as manga artist Ken Akamatsu
, MiQ
, Under17
, Hiroshi Aro
, and many others, although a small handful had to make last minute cancellations. Anime Expo Tokyo was also the very first Anime Expo that officially hosted guests from the U.S. anime industry such as producer Fred Gallagher and voice actor Crispin Freeman
.
Of Anime Expo Tokyo's 4,249 attendees, approximately 300 of that number were estimated to have traveled from abroad. In addition to the attendance numbers were 240 members of the press, 40 of which were from overseas. An additional 430 people were composed of dealers, guests, or staff.
No plans to host another official Anime Expo outside of California have been announced.
Although Anime Expo is primarily staffed by volunteers, there are a small number of paid positions whose roles are to conduct the organization's year-round operations. Such positions include the Chairperson, Directors, and Division Managers. With the exception of the Chairperson, these positions receive a token wage that is mostly a formality to avoid running afoul of California HR laws. Anime Expo's parent organization, the SPJA, employs a small number of salaried staff among which are the CEO, CFO, and office manager. The SPJA also hires consultants for outsourced functions such as marketing and legal representation/consultation.
As of March 27, 2009, Chief Executive Officer Trulee Karahashi, who had been a part of Anime Expo and the SPJA in various capacities for 11 years, left the organization.
In September 2009, former Universal Studios executive Michael Lattanzio was hired as the SPJA's new CEO.
In January 2010, eight members of Anime Expo's upper management team (ConCom) publicly resigned over irreconcilable disagreements over the direction of the organization set forth by the SPJA's new CEO. One significant point of contention was the new CEO's decision to refocus and restructure the SPJA's marketing efforts starting with the dismissal of a PR and marketing contractor that the organization had a close working relationship with since 2004. Additionally, two other personnel had already left for other reasons, leaving only the vice chair and two others as returning members of the previous year's team (the remaining Interactive Events manager had previously declared an intent to step down for personal reasons).
As of September 2010, Michael Lattanzio was released from his CEO position.
Anime convention
An anime convention is an event or gathering with a primary focus on anime, manga and Japanese culture. Commonly, anime conventions are multi-day events hosted at convention centers, hotels or college campuses. They feature a wide variety of activities and panels...
held in Los Angeles
Los Ángeles
Los Ángeles is the capital of the province of Biobío, in the commune of the same name, in Region VIII , in the center-south of Chile. It is located between the Laja and Biobío rivers. The population is 123,445 inhabitants...
, California
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
and organized by the non-profit Society for the Promotion of Japanese Animation (SPJA). With rare exceptions, the convention is traditionally held on the July 4th weekend and lasts for four days. While currently hosted at the Los Angeles Convention Center
Los Angeles Convention Center
The Los Angeles Convention Center is a convention center in the southwest portion of downtown Los Angeles. The LACC hosts annual events such as the Greater Los Angeles Auto Show and Anime Expo, and is best known to video games fans as host to E3...
, in the past Anime Expo has been held in other locations such as Anaheim, San Jose, New York, and Tokyo. Anime Expo is notable as the largest anime convention in the United States and is also known for hosting high attraction guests due to close relationships with both the Japanese and American sides of the anime industry.
Events and Programming
Anime Expo features many events and activities during the convention for attendees to take part in such as guest panels, table top gaming, competitions, an arcade, and concerts.Top attractions include events such as the Masquerade cosplay
Cosplay
, short for "costume play", is a type of performance art in which participants don costumes and accessories to represent a specific character or idea. Characters are often drawn from popular fiction in Japan, but recent trends have included American cartoons and science fiction...
contest, the Anime Music Video
Anime music video
An anime music video is a music video consisting of clips from one or more animations set to an audio track ; the term usually refers to fan-made unofficial videos. An AMV can also be a set of video game footage put together with music which is known as a GMV...
competition, Battle of the Bands, and SPJA’s Charity Auction. In addition, Anime Expo hosts a multitude of industry Guests of Honor (GoH), including notable music artists who often hold large concerts at AX. Anime Expo also has a large variety of focus panels, workshops, and events, some of which are fan or industry sponsored. Finally, there are also a number of film and video rooms presenting anime screenings that run all day and night.
Much like other conventions, Anime Expo also features a large scale exhibit hall where attendees can purchase a variety of products from a wide range of exhibitors. This exhibit hall also features an artist alley where attendees can purchase fan-created art work, as well as other varieties of crafts such as wigs, pins, and cosplay
Cosplay
, short for "costume play", is a type of performance art in which participants don costumes and accessories to represent a specific character or idea. Characters are often drawn from popular fiction in Japan, but recent trends have included American cartoons and science fiction...
material.
History
Anime Expo began as an anime and manga convention in Northern California. Many of its original staff came from Anime Con, an anime convention held in San Jose, CaliforniaSan Jose, California
San Jose is the third-largest city in California, the tenth-largest in the U.S., and the county seat of Santa Clara County which is located at the southern end of San Francisco Bay...
in 1991, and later absorbed by the SPJA in 1992. In 1994, Anime Expo made a strategic relocation to Southern California and has resided there since.
The convention continues to thrive due to the growing popularity of anime and maintains a strong draw due to the many notable Japanese guests it has been known for. It currently holds the title of America's largest anime convention, a title which it has consistently held every year except 2003 in which its attendance was slightly edged out by its rival east coast convention Otakon
Otakon
Otakon is a fan convention in the United States focusing on East Asian popular culture and its fandom. The name is a portmanteau derived from convention and the Japanese word otaku...
. From 1,750 attendees in 1992, Anime Expo's size has increased to over 44,000 in 2009, which makes Anime Expo the largest anime and manga convention in North America
North America
North America is a continent wholly within the Northern Hemisphere and almost wholly within the Western Hemisphere. It is also considered a northern subcontinent of the Americas...
.
Convention Locations
| Dates | Location | Atten. | Guests |
|---|
Other Anime Expos
The SPJA has twice run conventions outside of California: Anime Expo New York in 2002, and Anime Expo Tokyo in 2004.Anime Expo New York
Anime Expo New York (AXNY) was held in 2002 in the Times SquareTimes Square
Times Square is a major commercial intersection in the borough of Manhattan in New York City, at the junction of Broadway and Seventh Avenue and stretching from West 42nd to West 47th Streets...
district of New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
, New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
. The event was originally a joint effort with Central Park Media
Central Park Media
Central Park Media was an American multimedia entertainment company based in New York City, New York, that was active in the distribution of East Asian cinema, television series, anime, manga and manhwa titles in North America prior to its bankruptcy in 2009...
and its industry event, Big Apple Anime Fest
Big Apple Anime Fest
The Big Apple Anime Fest was an anime convention which was held annually between 2001 and 2003 and supported by a consortium of anime and manga companies.-Event history:-Cancellations:...
(BAAF). Due to differences, the event ran as separate entities within the same time frame and venues, with BAAF hosting the theatrical film screenings, and Anime Expo New York hosting the convention. The events shared some resources, with notable guests listed in the program guides of both events.
The SPJA ran the event in order to demonstrate that it could run events outside of its home state of California. The event was a precursor to Anime Expo Tokyo which ran in Tokyo
Tokyo
, ; officially , is one of the 47 prefectures of Japan. Tokyo is the capital of Japan, the center of the Greater Tokyo Area, and the largest metropolitan area of Japan. It is the seat of the Japanese government and the Imperial Palace, and the home of the Japanese Imperial Family...
, Japan
Japan
Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...
in 2004.
The SPJA has not run any events outside of California since 2004.
Anime Expo Tokyo
Anime Expo Tokyo (AX Tokyo) was held in 2004 at the Sunshine City Convention CenterSunshine City, Tokyo
is a building complex located in East Ikebukuro, Toshima, Tokyo. It is Tokyo's oldest city within the city and has the 240 metre tall Sunshine 60 skyscraper at its centre...
in Ikebukuro
Ikebukuro
is a commercial and entertainment district in Toshima, Tokyo, Japan. Toshima ward offices, Ikebukuro station, and several shops, restaurants, and enormous department stores are located within city limits....
, Tokyo
Tokyo
, ; officially , is one of the 47 prefectures of Japan. Tokyo is the capital of Japan, the center of the Greater Tokyo Area, and the largest metropolitan area of Japan. It is the seat of the Japanese government and the Imperial Palace, and the home of the Japanese Imperial Family...
, Japan
Japan
Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...
. It was not technically organized directly by the SPJA, but rather was organized by the Japanese Association for Science Fiction (JASFIC) with assistance from the SPJA. JASFIC had two goals for Anime Expo Tokyo. The first goal was to establish in Japan a non-corporate sponsored convention dedicated to anime. The second goal was to demonstrate to the organizers of the World Science Fiction Convention (WorldCon
Worldcon
Worldcon, or more formally The World Science Fiction Convention, is a science fiction convention held each year since 1939 . It is the annual convention of the World Science Fiction Society...
) that Japan could serve as a suitable venue for conventions that attract foreigners. Although Anime Expo Tokyo did not go on to a second year, JASFIC was ultimately successful in attracting the 65th World Science Fiction Convention
65th World Science Fiction Convention
Nippon 2007, the 65th World Science Fiction Convention and the 46th Annual Nihon SF Taikai, was held in Yokohama, Japan from 30 August - 3 September 2007, at the Pacifico Yokohama Convention Center and adjoining hotels. The organising committee was chaired by Hiroaki Inoue...
to Japan in 2007.
Anime Expo Tokyo had a staggering list of over 40 guests such as manga artist Ken Akamatsu
Ken Akamatsu
is a Japanese manga artist from Tokyo.Sailor Moon was his introduction to anime and manga fandom.In his teens, Akamatsu applied himself to Film Study . Eventually, he became famous as an illustrator featured in Comiket . He used the pen name...
, MiQ
MIQ
, also previously known as MIO, is a Japanese pop singer and vocal trainer from Minato, Tokyo. She is known for her performances on the soundtracks of various anime, notably the theme songs of Sunrise's Aura Battler Dunbine and Heavy Metal L-Gaim...
, Under17
Under17
Under17 was a popular Japanese duo, which included Haruko Momoi and Masaya Koike, that wrote and performed many moe songs that are featured in anime and video games. The lead singer, Haruko Momoi, is well known for her unique vocals and catchy lyrics...
, Hiroshi Aro
Hiroshi Aro
, better known by his pen name , is a Japanese manga artist. He is mostly known for being the author of Futaba-Kun Change!, Morumo 1/10 and Yuu and Mii.He makes guest appearances in his own comics, drawing himself as an alligator wearing glasses....
, and many others, although a small handful had to make last minute cancellations. Anime Expo Tokyo was also the very first Anime Expo that officially hosted guests from the U.S. anime industry such as producer Fred Gallagher and voice actor Crispin Freeman
Crispin Freeman
Crispin McDougal Freeman is an American voice actor, and Mythology scholar. His roles have included Alucard from Hellsing, Kyon from The Melancholy of Haruhi Suzumiya, Karasu from Noein, Togusa from Ghost in the Shell: Stand Alone Complex, as Holland Novak from Eureka Seven, Touga Kiriyu in...
.
Of Anime Expo Tokyo's 4,249 attendees, approximately 300 of that number were estimated to have traveled from abroad. In addition to the attendance numbers were 240 members of the press, 40 of which were from overseas. An additional 430 people were composed of dealers, guests, or staff.
No plans to host another official Anime Expo outside of California have been announced.
Organizational structure
The Society for the Promotion of Japanese Animation (SPJA), the parent organization which produces Anime Expo, is a federal and California state registered 501(c)(6) non-profit corporation. The staff of Anime Expo is structured by divisions composed of multiple departments. The Divisions are: Membership Services, Operations, Programming, Audio Visual Services, Exhibits, Interactive Events, and Guest Relations. Additionally, the SPJA arm has several departments that also service Anime Expo. These departments include Marketing, Staff Resources and Finance. As of 2006, there were over 500 staffers and volunteers in Anime Expo.Although Anime Expo is primarily staffed by volunteers, there are a small number of paid positions whose roles are to conduct the organization's year-round operations. Such positions include the Chairperson, Directors, and Division Managers. With the exception of the Chairperson, these positions receive a token wage that is mostly a formality to avoid running afoul of California HR laws. Anime Expo's parent organization, the SPJA, employs a small number of salaried staff among which are the CEO, CFO, and office manager. The SPJA also hires consultants for outsourced functions such as marketing and legal representation/consultation.
As of March 27, 2009, Chief Executive Officer Trulee Karahashi, who had been a part of Anime Expo and the SPJA in various capacities for 11 years, left the organization.
In September 2009, former Universal Studios executive Michael Lattanzio was hired as the SPJA's new CEO.
In January 2010, eight members of Anime Expo's upper management team (ConCom) publicly resigned over irreconcilable disagreements over the direction of the organization set forth by the SPJA's new CEO. One significant point of contention was the new CEO's decision to refocus and restructure the SPJA's marketing efforts starting with the dismissal of a PR and marketing contractor that the organization had a close working relationship with since 2004. Additionally, two other personnel had already left for other reasons, leaving only the vice chair and two others as returning members of the previous year's team (the remaining Interactive Events manager had previously declared an intent to step down for personal reasons).
As of September 2010, Michael Lattanzio was released from his CEO position.