Billboard Japan

HARU NEMURI dropped her collaborative EP with Frost Children called Soul Kiss on Oct. 4, and also shared the new music video accompanying “Burn,” a track off the project. Explore Explore See latest videos, charts and news See latest videos, charts and news Frost Children is a duo based in New York, consisting of siblings […]

Wagakki Band shocked fans earlier this year when it announced that the group will be going on hiatus indefinitely after Dec. 31, 2024. The eight-member band has forged out a singular space in J-pop music through its unique ensemble including traditional Japanese instruments and featuring the distinctive singing style of frontwoman Yuko Suzuhana. After a decade of enjoying brilliant success both in its home country and abroad, the group has summed up its career so far in a best-of collection, called ALL TIME BEST ALBUM THANKS – Yasou no Oto -.

Wagakki Band members Suzuhana, Beni Ninagawa (Tsugaru-shamisen), Kurona (wadaiko, Japanese drums), Machiya (guitar & vocals), and Wasabi (drums) sat down with Billboard Japan and spoke candidly about why they chose to take a break on their anniversary year, and the process of producing the 18-track greatest hits album that also includes re-recorded versions of familiar hits and two new songs.

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The announcement that the band would be taking a break indefinitely took me by surprise when it came out in January. Could you tell us how you came to that decision?

Yuko Suzuhana: We formed Wagakki Band and made our debut in less than a year and spent an extremely busy ten years since. But at the time we first got started, all the members each had their own bands or were doing solo work. Wagakki Band suddenly attracted a lot of attention, so we stopped everything else we’d been doing until then and poured everything into this project. We’d been discussing for over a year about how it might be a good idea to stop the band for the time being and focus on our individual activities.

Beni Ninagawa: We figured we’d do our best until the end of our tenth year, then after that, we needed some time to reflect on ourselves and further improve our skills. It’s a positive decision that will allow us to get together again after we’ve improved and make even better music.

Suzuhana: The band wasn’t going downhill, so the timing of the announcement might have come as a surprise for some, but we said the hiatus would be indefinite simply because we haven’t set a time limit. This news is being inaccurately reported, especially outside of Japan, that we’re disbanding and I’ve received many inquiries from overseas.

Listening to this greatest hits album, I was touched by how it traces the history of your past ten years in a very dramatic way.

Machiya: We didn’t want to make a best-of album that just lined up our famous hits. Since it’s the tenth anniversary of our debut, we decided to re-record some of our early releases and make the collection into a retrospective of the ten years we’ve spent with our fans. It’s a pretty conceptual structure that allows you to trace our history by listening to the songs in release order.

Ninagawa: What’s more, the earlier songs that we re-recorded have a completely different sound quality compared to the original recordings, so that’s something for our fans to enjoy.

Wasabi: In particular, the original version of “Rokuchounen to Ichiya Monogatari” sounds quite light. There are parts where we should have made more solid, but it’s a fast-paced song and we weren’t able to express that at the time. But thanks to the things we’ve cultivated over the past decade, we’ve finally been able to give it shape, and I think you can feel the weight of our ten years in the sound. 

After listening to the re-recorded version, I was struck by the magnitude of the wadaiko’s presence.

Kurona: Rock music can be made with just a guitar, bass and drums, so traditional Japanese instruments aren’t really necessary. But in this band, they can’t just be discreetly included; they have to become indispensable and the sounds should be there because they’re necessary. There were no precedents before Wagakki Band and we’re still the only ones that do this… We’re still in the process of trial and error.

The tracks “Rokuchounen to Ichiya Monogatari (Re-Recording)” and “Senbonzakura (Re-Recording)” were released digitally ahead of the album. My phrases and calls haven’t changed at all since (the original), but maybe because the way we recorded has changed, I’ve had people tell me that they think I’ve added more wadaiko phrases and calls. In that sense, I feel that my trials and the results of how to make Japanese instruments sound richer, including the significance of my own presence, are expressed in these re-recorded versions.

“GIFT” is a positive up-tempo new song credited to Yuko.

Suzuhana: I imagined what I’d be like, what kind of melody I’d like to be singing at the end of our tenth anniversary before the break. I came up with a positive, bright melody and tempo in a day or so, and wrote it on the piano. I named it “Gift” because this band was a gift to me. My life changed completely thanks to this band, and of course I hope that the music we eight members created will also be a gift to our fans. So this song is about how the existence of Wagakki Band has changed all of our lives for the better.

Ninagawa: Everything we want to convey is packed into this song, isn’t it?

Machiya: If you listen to this song after reading this interview, you might be able to see that our hiatus is a bit different from what those who interpreted it as a negative move thought it would be.

The other new song, “Yasou Emaki,” is credited to Wagakki Band.

Machiya: What’s different about this best-of album from previous ones is that we asked our fans which songs they wanted included. We made the selection based mainly on the top answers from the survey, but those songs are to be expected, right? Among the top 100, there were lots of tracks in the midrange that didn’t make the cut. We wanted to meet the expectations of our fans who voted for such songs, so we started working on this new track with the idea of mashing them up as much as possible. I was the one who did all the actual work, but we made it together in that it samples phrases that we all made, so we put it out under the name Wagakki Band for the first time.

I’ve forgotten how many I ended up using, but I took samples of over 80 songs. I exported all the melodies and chords in the same key, and then spent about two weeks extracting the words from them.

You’ll be touring from November to December with this album and wrapping up your decade of music for the time being. Can your fans expect the tour to be a joyful celebration?

Kurona: We know that our fans have bought tickets with some sadness and feeling of loss about our break in the corner of their minds, so we want to make sure that the shows will outlast those feelings for as long as possible. We want people who were feeling down to go home with a brighter outlook, saying things like, “I had a great time” and “I’m glad I came today.” To that end, we’ll put on an even cooler show than ever before.

“ALL TIME BEST ALBUM THANKS – Yasou no Oto -” is streaming now https://wgb.lnk.to/thanks_digital. Click here for information on tickets to “WAGAKKIBAND Japan Tour 2024 THANKS-YASO NO OTO-” Tokyo show on Dec. 10 for overseas residents https://wagakkiband.com/contents/857663.

—This interview by Tomokazu Nishibiro first appeared on Billboard Japan

Billboard‘s International Power Players list recognizes the leaders that are driving the success of the music business in countries outside the United States. Avex’s CEO, Katsumi Kuroiwa, was chosen from the music industry leaders of the world for inclusion in the list for the second consecutive year. Billboard Japan interviewed Kuroiwa upon his selection for the list and talked with him about the response to ONE OR EIGHT and the issues Avex faces when creating global hits.
You were selected for inclusion in the Billboard International Power Players in recognition of AEGX’s success in bringing artists like Ed Sheeran and Taylor Swift to perform in Japan. It seems like this collaboration with AEG has truly gained steam in the post-pandemic era.

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Katsumi Kuroiwa: In February, Taylor Swift played four days of shows in Tokyo Dome. There was huge demand for tickets, both from Japanese and overseas fans. There was particularly high demand from overseas fans, primarily in China and Southeast Asia, so I think the shows also had a major economic impact.

The newspapers were talking about it, too.

Kuroiwa: Taylor Swift’s only stops in Asia were Tokyo and Singapore, so the shows really drew a lot of attention. We need to make sure that when major artists like that come to Asia on tour, they never skip Japan, no matter what. For artists, performing in Japan is somewhat of a status marker, so we communicated closely with AEG members to provide a high level of hospitality.

In last year’s interview (https://www.billboard-japan.com/special/detail/411), you said “we can shift from these being isolated successes to a tide that creates a new market.” Just recently, boy band ONE OR EIGHT made their debut and took the top spot on Billboard’s Heatseekers chart dated August 28. How do you see the response to the band?

Kuroiwa: Last May, we strategically invested in S10 Entertainment, a U.S.-based management company, through Avex USA, and we reinforced our overseas expansion efforts. As part of that, ONE OR EIGHT has also been coordinating closely with Avex USA. Their debut song, “Don’t Tell Nobody,” was produced by David Stewart and OneRepublic’s Ryan Tedder, and the band is being managed by an international team with members from the U.S., Japan, and Korea.

Creating a global hit song is extremely difficult, but we’re not one of the big three record companies, so without going after foreign revenue, I don’t think we could survive.

Do you think anime tie-ups are essential to producing global hits?

Kuroiwa: I want a hit anime tie-up so badly I can taste it (laughs). I’ve been really impressed with Creepy Nuts and YOASOBI. Of course, simply releasing a tie-up isn’t all there is to it. It’s also important that the tie-up matches the artist’s vibe. The scale of exports from the anime industry is totally different from the music industry, so I think anime plays an important role in expanding the global reach of Japanese music.

In September 2023, we launched the Global Japan Songs Excl. Japan chart, which ranks Japanese music that’s become a hit overseas. I feel like Japan’s music industry has kicked it into higher gear. Physical media sales still account for a lot in Japan. Do you think there’s any potential for physical media sales in the global market?

Kuroiwa: I think it depends on the country and the artist. I recently went to Korea, for the first time in a while. They’ve seen a lot of growth in CD sales over the past few years, but not because people have gone back to listening to music on CD. Instead, CDs are seen as merchandise, and there has been some discussion about whether or not those sales should be reflected in music rankings. I was surprised to hear that one artist recently sold their CD with an artist-branded CD player. I heard that it sold extremely well, and 30 or 40 percent of the people who went to shops to buy it were Japanese. But the values people have, and the way they listen to music, varies by country, so it would be hard to successfully apply that same approach in the U.S., for example.

What potential do you see for Japanese artists?

Kuroiwa: Looking at the Billboard JAPAN charts, I see a lot of different things going on. There are times when an artist will take a top position in the first week after their debut but then fall immediately out of the rankings, but on the other hand you have artists like Mrs. GREEN APPLE that stay on the charts week after week. For Avex, Da-iCE has been releasing steady hits recently.

Going forward, we’ll be putting even more energy into our overseas efforts, but we need to keep creating hits inside Japan, too. I think the biggest pitfall to avoid now is immediately setting out to take on the overseas market as soon as an artist has had a little success in Japan. The approach used in creating a hit in Japan is totally different than that used to create a hit in the U.S., and (the industry) needs to change the way they think about that.

Japanese anime and games have achieved some degree of market share worldwide, but for music, there’s still a long way to go. What challenges do you think the Japanese music industry still faces?

Kuroiwa: Compared to games and anime, Japan’s music industry has only recently really tried to take on the global market. Japan’s video game consoles saw the world as their market from the very start, and the Anime Expo has been going on for over 30 years now. These industries have been engaging with the world and establishing their own cultures.

If I could digress for a moment, we operate Anime Times, an unlimited anime streaming channel, together with companies like Kodansha, Shueisha, and Shogakukan. In expanding it overseas, the biggest challenges we’ve faced have been subtitling and casting voice actors. There have been discussions about the potential for AI to help resolve these problems. If viewers could watch anime in their local languages, but with the voices of the original voice actors, that could further boost exports. So I think the anime industry still has a lot of potential for future overseas growth.

When it comes to music, though, I feel like the number of artists who create music with overseas audiences in mind is still incredibly small. The industry is based around production in Japan—achieve success in Japan and then set your sights on the international market, that sort of thing. I think that’s what’s keeping Japanese music from spreading organically worldwide.

The way you make music differs completely based on what markets the artists and staff are looking to. Over the past few years, a lot of artists have been trying to tackle overseas markets, and those efforts have created a foundation of taking on these challenges. We’re also seeing a gradual increase in the number of successes. As more and more artists achieve overseas success, they’ll form a critical mass that will play an important part in the content industry.

In Korea, this was achieved through the public and private sectors working together. I want us to look to their example as we strive to take on overseas markets ourselves.

Avex has continued to grow by actively partnering with foreign companies like AEG or S10 Entertainment. Are there any philosophies you share with your employees regarding the future growth of your business?

Kuroiwa: Yes, “always generate buzz” and “keep taking on new challenges.” I believe that if our employees do the kinds of things that make friends and family members say “Your company is amazing,” this will, ultimately, contribute to improved business performance. Another is our tag line, “Really! Mad+Pure.” People aren’t receptive to “mad” alone, and “pure” alone doesn’t generate buzz, but I think our company has a good balance of both.

We’re a newcomer to the Japanese recording industry, founded in 1988. We found openings during the height of the CD sales boom, working passionately to do things that nobody else was doing. I tell our employees that it’s vital that we never lose that mentality of looking for new openings and taking on new challenges.

—This interview by Seiji Isozaki and Naoko Takashima first appeared on Billboard Japan