The Loft Project has been managing live-performance clubs for roughly thirty years, ever since 1971, the Dawn of Rock. At the present time, in addition to the management of three live-performance clubs the Loft Project is also involved in a number of media industries, including a CD shop, a record label, a theatrical agency, publishing and the production of video / internet material.

In 1971, at the time the first Loft was opened, the world was gripped in the vortex of a new movement that was totally different from the culture that had gone before. Often called a sub-culture or counter-culture, this movement was born on the streets and had repercussions on every genre of culture - music, films, art, fashion, thoughts and customs - and those responsible for this movement were, overwhelmingly, unknowns in their teens and twenties. At that time there were hardly any live-performance clubs in Japan, and Loft opened its club as a place where these young unknowns could make themselves heard. It was here that numerous artistes-including Sakamoto Ryuichi, Hamada Shogo, ARB, the Roosters, and Hi-Standard-were able to give vent to their enthusiasm. One of the most recent performances here, on the 10th August 2001, was given by Seo Taiji of Korea.

It is always the young who take the lead in any age:- believing in the truth of these words, Loft has for the past thirty years walked in step with the young generation. During those thirty years the music industry has shown rapid growth, developing into a huge market; and throughout this time Loft live-performance clubs have continued to play their part, providing star-struck young artistes with a place in which to perform.