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Fujii Kaze‘s rise to fame began when his 2020 release, “Shinunoga E-wa,” trended on TikTok. He now enjoys popularity in Japan and throughout Asia, and has recently released a new song, “Workin’ Hard.” The song was created in Los Angeles with sound producer Dahi, who has also done sound production for Kendrick Lamar and SZA, and was used as the theme song for Japanese broadcasts of the FIBA Basketball World Cup 2023, which was held in the Philippines, Indonesia and Japan. It isn’t just a sports fight song, but a song that energizes and encourages people throughout their day-to-day lives.

This summer, Fujii embarked on his first international tour — Fujii Kaze and the piano Asia Tour — playing in seven cities throughout Asia. Billboard Japan spoke with him about the indelible tour and his new song, which represents a major turning point, as well as the process of making the song’s music video together with its director, videographer MESS.

You toured Asia from June to July. What was that experience like?

Fujii Kaze: More than ever before, I felt a spiritual connection that transcended language. I’m so grateful that they are paying attention to the content of my songs and trying to see the humanity and spirituality within. I want to keep trying to tear down those barriers between me and others. I don’t want there to be this feeling that there’s some kind of distance between us. I want us all to feel like we are one.

Were there any particular scenes that stand out in your memory?

Fujii Kaze: With each show, it felt like I myself was also being liberated. I was focused on my inner world, so I could feel the changes going on inside me. And somehow they made me feel proud to be Asian. It felt like my hometown and brotherhood was expanding. That feeling was new to me. 

Did you start working on your new song, “Workin’ Hard,” after being approached with an offer for FIBA Basketball World Cup 2023?

Fujii Kaze: Yes. Basketball is the sport I have the closest personal connection to, and it has a definite hip-hop image. The team wanted me to make a song inspired by the NBA, which brings together the finest players from around the world, just like the World Cup does. That’s why we went to Los Angeles to watch a game. The stadium often resounded with the rumbling bass of hip-hop, and that’s when I was sure that I wanted to create a hip-hop inspired song for the event.

You took on a few new challenges with the song, making hip-hop and working in a new songwriting environment.

Fujii Kaze: When I released my last song, “grace,” it felt like I’d said everything I wanted to say and done everything I wanted to do. I felt burned out. For a long time, I didn’t know what I should do next, and I didn’t feel the need to create more music. So when I received this great offer, the energy welled up within me to do something I’d never done before, starting from the ground up. I like trying new things, but the message I need to share through my music stays the same. It’s basically one single message. Because that message is so constant and unchanging, I wasn’t sure if there was any room to explore new approaches to conveying the message or any new methods I could use. I was looking for a totally new approach that wouldn’t just be rehashing what I’d already done, and this offer was the perfect fit.

You created the demo and then worked with Dahi to flesh it out, right?

Fujii Kaze: I had the whole completed song in my head, so I looked for someone who could realize the song as-is while adding their own special magic. I only met Dahi in-person once, but we did all of the recording then. Dahi kept coming up with good idea after good idea, and unless I said “I like that!” he’d just keep going. I put out everything that was in me at that session, and then we put all of the finishing touches on online. The whole process was very smooth, and the final song went in a direction that was even cooler, more refined, and more stylish than I’d anticipated.

Singing and rapping seamlessly blend into each other in the song. What did you pay special attention to when it came to singing style and flow?

Fujii Kaze: Ever since “Matsuri,” my mindset has been all about relaxation and being laid back. It’s been important that the music I create doesn’t place undue stress on listeners, and that it conveys to listeners the relaxed mood with which it was created. With “Matsuri,” I feel really confident about the sound of the song, the way I sing it, and my flow. When I made it, I realized that this was the sound I wanted to have going forward. I debuted with “Nan-Nan,” but when I released “Matsuri,” I felt like it was a “second debut song.” I ended up almost immediately closing that chapter with my next song, “grace.” So with “Workin’ Hard,” I had to bring back so much energy and passion that you could even call it a “third debut song.”

“Matsuri” and “Workin’ Hard” were both turning points for you, but did you realize this while you were working on the songs?

Fujii Kaze: Yes, I did. “Workin’ Hard,” in particular, came after “grace” and after “Shinunoga E-wa” had become popular even outside Japan, and it was the first song I released this year, so in many ways while I was creating it I felt like I needed to make it a new beginning and to show people something new.

It’s been a while since “Shinunoga E-wa” gained widespread popularity. As its creator, what do you think about it now?

Fujii Kaze: What happened was really like a gift from God. “Shinunoga E-wa” and “Matsuri” were my favorites, too. So the popularity of them gave me the confidence in sharing what I truly felt was cool.

The music video for “Workin’ Hard” also makes quite an impression.

MESS: I started out with this mental image of a garbage man holding on to the back of a garbage truck as it drove down the street. From that starting point, I interpreted the message of the song through its lyrics, and I came to think that showing scenes of people working in different workplaces would be the best way to convey the song’s message. When I met with Kaze and talked about it, he said that was exactly what he had imagined.

Fujii Kaze: I wanted something which people who hear the song or watch the video could apply to their own lives. I was hoping to visually convey that “this song belongs to you.”

MESS: I thought of this song as a song for everyone. I don’t think “work” should just be used in reference to one’s job, but should include the housework in your daily life too, which is why in the end of the video there are the scenes of him airing out the futons and hanging up the laundry.

Fujii Kaze: Who would have thought I would end up beating the futon at the last hook? I saw some comments that they are glad the video includes chores as well. That hadn’t even occurred to me, so big kudos to MESSY.

What’s the meaning behind the artwork illustration you made, MESS? 

MESS: This cover art shows all kinds of characters taking care of garbage using a bucket brigade style to express that no matter what our jobs are, no matter what our environments are, we’re all “Workin’ Hard.” If you look carefully, you’ll see that the knots on the garbage bags are all hearts. The bucket brigade can also be seen as how our love, praise, and consideration for others are passed on from person to person, reaching people far away. I think I was able to make a video to even better express this message.

Fujii Kaze: Without a doubt, the visuals really expanded the world of the song. I think the song has really been supported by the video, and I think they’ll continue to synergize and help spread this message.

—This interview by Tomonori Shiba first appeared on Billboard Japan