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LE SSERAFIM is the latest artist in Billboard Japan’s monthly feature interview series which presents various artists and works that have caught its eye. Making its debut in May 2022,  they are  the first girl group produced by SOURCE MUSIC and HYBE, the label behind BTS and countless other global artists.

 In January of this year, LE SSERAFIM released their first Japanese single, “FEARLESS,” and held a showcase event to commemorate it. In May, the group released its 1st studio album, UNFORGIVEN. The album took the top position on Billboard Japan‘s “Hot Albums” overall album chart, the “Top Albums Sales” weekly album sales chart, and the “Download Albums” chart.

 A Japanese version of the album’s title track, “UNFORGIVEN,” was released in August as their second Japanese single. “UNFORGIVEN (feat. Nile Rodgers, Ado) -Japanese ver.-” features Ado, and a Japan-exclusive track, “Jewelry (Prod. imase)” was produced by imase, generating buzz in Japan. Billboard Japan spoke to LE SSERAFIM about what’s happened in the year since their debut, their well-received album and latest single, and their first solo tour. (Due to scheduling issues, HUH YUNJIN was not able to take part in the interview with the rest of the group and was interviewed on her own at a later date.)

It’s been roughly a year since your debut. Could you tell us where each of you thinks you’ve achieved the most personal growth over the course of this year?

KAZUHA: My greatest growth has been in how much my Korean has improved.

What about you, KIM CHAEWON?

KIM CHAEWON: Before our debut, and right after our debut, I wasn’t yet in the right frame of mind to enjoy myself while I was performing on stage. Now, though, I’ve become comfortable enough to have fun on stage. I think that’s an area where I’ve grown a lot.

Could you talk a bit about what makes LE SSERAFIM unique and what your strengths are?

SAKURA: A lot of our lyrics are based on our actual life experiences, so I think our songs can encourage and resonate with people who are going through similar experiences. I think our strength lies in the fact that we sing about our philosophy of how you can live your life.

What about your live performances?

KIM CHAEWON: When we get up on stage, we try to create a live show together with all of our fans, as a group effort. For example, we put in call & response sections so that the audience can respond.

In May, you released your first studio album, UNFORGIVEN. I’ve heard that you recorded several of the songs in Japan. Did you have any insights or discoveries during the recording process?

SAKURA: On this album, there were a lot of songs in genres that I didn’t have much experience with, for example, “Fire in the belly” which has a lot of Latin-influenced sounds. So when we were recording, I discovered new voices I didn’t know I had. Sometimes it was hard, but I think with UNFORGIVEN, listeners will be able to enjoy all kinds of genres through the entire album.

What did you do to prepare for recording?

KAZUHA: We began recording “UNFORGIVEN (feat. Nile Rodgers)” in Japan, and my approach was to sing the opening words “Unforgiven, I’m a villain, I’m a” in a kind of dark, cool way. But I got some advice to try singing it with a bit of a lighter tone, and when I tried it out, the producer was also like, “right there, that’s it.” That part sticks with you, and the producer said he wanted to make it an addictive hook, so I’m glad I was able to pull off that part so well. I think the recording of this album allowed me to experience the best possible recording process, despite the time limitations we were under.

KIM CHAEWON: We didn’t have that much time for recording, so I took a lot of care to make sure my voice was in its best condition.

HONG EUNCHAE: I sang a somewhat long part in “UNFORGIVEN (feat. Nile Rodgers).” It was my first time doing that, and I wanted to do really well, so I practiced to show the best version of myself.     

I feel like your first studio album, UNFORGIVEN, was made with this desire to pave your own way, without being held back by how other people see you or what they think. The album has gained support from a lot of fans and reached the top of the hit charts. What do you think that means for you and how do you feel about the response to the album?

KIM CHAEWON: Our goal wasn’t breaking into the charts when we were preparing for the recording. We just wanted to do what we could and to express ourselves through music. That’s what we were focused on when we made the album. We figured that people would see what we accomplished and recognition would follow.

SAKURA: UNFORGIVEN dropped the day before we celebrated our first anniversary, and you can see the hard work we put in over the course of that year. A lot of people discovered us through “ANTIFRAGILE,” and I think the expectations people had for us had a good impact on us. The real test will be where we go from here. I want us to continue making the kind of music that only we can.

HUH YUNJIN: I can feel the love that so many people have for our songs and performances, and I’m so happy that the message we’re trying to share is reaching people. I want us to be a team that has a positive influence on people who see us perform, helping them courageously join hands and keep pushing forward.

Could you talk a bit about your second Japanese single, “UNFORGIVEN?” One of the songs on the single is a Japan-exclusive produced by imase titled “Jewelry (Prod. imase)” What are the highlights of this song?

KIM CHAEWON: The lyrics are beautiful. A lot of LE SSERAFIM songs have a cool, sophisticated atmosphere, but “Jewelry (Prod. imase)” is a bright, cheery song.

SAKURA: I think it’s a real ear-pleaser, perfect for listening to on late-night drives. A lot of LE SSERAFIM songs are rap-oriented songs, but when we recorded this song we tried to make our voices really shine.

KAZUHA: Usually, during recording, I break things down very precisely, like, “in this part, I’ll do this, and in this part, I’ll do this.” With “Jewelry (Prod. imase),” though, I just felt the energy and had a blast singing.

HONG EUNCHAE: The word “sparkling” appears a few times in the lyrics, and when I sang the song I envisioned beautiful, sparkling scenes and vibed as I sang.

HUH YUNJIN: I love the city pop genre, and both the music and lyrics are wonderful.

The title song, “UNFORGIVEN (feat. Nile Rodgers, Ado) -Japanese ver.-” features the Japanese singer Ado. How did you feel when the decision was made to collaborate with her?

HONG EUNCHAE:  I knew that Ado was a very well-known artist, so I couldn’t believe it when I found out she’d be collaborating on one of our songs.

KAZUHA: Ado has a truly unique singing voice, so I was excited to hear how she’d sound on her collaboration with us.

HUH YUNJIN: It was so unexpected, I couldn’t believe it. I remember being impressed with what a wonderful artist Ado was the first time I heard her. I never expected to be able to work with her.

You started your first solo tour, 2023 LE SSERAFIM TOUR ‘FLAME RISES,’ with a performance in Seoul on August 12. In Japan, you played in Nagoya, Tokyo, and Osaka. Where did the “FLAME RISES” in the tour name come from?

SAKURA: It refers to us burning the path we walked behind us so there would be no going back, our only choice would be to keep going forward. It’s also because we wanted to put on a blazing hot show.

What has the response been like?

KIM CHAEWON: Even before we debuted, we had our eyes set on putting on concerts. I was so glad to be able to put on our first LE SSERAFIM tour. I’ve had a hard time even believing it. We’re making sure to take good care of our health, and hopefully we can bring the tour to a successful conclusion.

SAKURA: A lot of concerts end with a quiet, soulful song, but we’re ending our concerts with a really exciting song that gets the audience amped up. Like the image evoked by our tour name, “FLAME RISES,” we want to be on fire up on stage. At our shows, we’ve seen the audience enjoying the show with every fiber of their being, so it’s been a thrill for us, too.

HUH YUNJIN: It’s been so fun. I’m so grateful that people have taken time out of their busy schedules to come see us. I want us to keep enjoying ourselves in our shows, staying healthy and putting on impressive performances.

Do you have any final message for our readers or your fans?

KIM CHAEWON:   I hope you put our second Japanese single, “UNFORGIVEN,” on heavy rotation, and if you come to one of our shows, I hope you have the time of your life.

SAKURA:  I’m so glad to be able to experience first-hand the love people feel for our music. We’re going to keep putting on great shows for the rest of this tour, and then achieve even further growth in preparation for our next tour, so we look forward to your ongoing support.

Tokoyami Towa debuted in 2020 as one of hololive’s fourth-generation group of virtual YouTubers, and currently boasts more than 1.3 million subscribers on her channel. The VTuber whose main draw is gaming livestreams also releases videos of herself singing covers and original music, showing off her signature strong, husky voice and wide vocal range.

Tokoyami — her name is stylized in Japanese order, surname first — recently dropped her first album called Aster, a highly anticipated project that showcases her potential as a vocalist through tracks written by a team of distinctive creators. The Startend VTuber shared her thoughts on her 12-track debut set and its production process, including how the rare collaborations with other VTubers and streamers were made possible.

What motivated you to become a VTuber?

The reason I joined hololive was because I wanted to make friends. I enjoyed watching and playing first-person shooters from around that time and although hololive is a group of “idols,” I thought it’d be interesting to be an idol and a gamer at the same time. The nice thing about gaming livestreams is how you can watch the players improve. They exchange ideas and work hard with each other to compete. I want to convey through my activities that working hard isn’t something to be embarrassed about and that the accumulation of your efforts up to that point is more important than winning or losing.

In a sense, your debut album Aster embodies the accumulation of your career up to this point. Tell us about its concept.

I wanted it to express who Tokoyami Towa is. This album also has a hidden theme that I encourage everyone to speculate about. It took me a long time to decide on it. I looked back on things like what I was feeling at the time and the work I’ve done over the years.

The lead single “ANEMONE” was written by music producer Yuyoyuppe (Mamiya Takehiro). Why did you choose this song as the face of the album?

It was really hard to decide. I thought it’d be okay to not have a lead single at all since there are so many different genres of songs on the album. But I felt that “ANEMONE” was the one that showed Tokoyami Towa’s strengths that separate her from other VTubers, both from hololive and elsewhere, so that’s why I chose it.

Could you elaborate on what you mean by “Tokoyami Towa’s strengths”?

First, I have a good vocal range. I can keep my voice steady when I hit high notes, and that’s also one of my strengths. Blistering heavy metal numbers like “ANEMONE” aren’t common in the VTuber industry, so being able to sing such songs with a strong voice is Tokoyami Towa’s signature style.

What thoughts went into the lyrics?

Over the course of my career, people have said nice things to me, and also not-so-nice things as well. I get hung up on the negative stuff sometimes, but in the end I want to decide what I want to do and live my life as I am. When I told these feelings to Yuyoyuppe, he was like, “That’s really great, let’s incorporate it.” That’s how the phrase “I want to live as I am” came about as we worked on the lyrics.

So your usual livestreaming activities and musical ones like this project closely influence each other?

It’s like of like, “Let’s use music to express the stuff I usually can’t say.” For the song “Taidana Wonder” on the album, I wanted to convey feelings like “what a drag, I don’t wanna do anything, I feel lazy, I’m sleepy” in an endearing way. I didn’t think a solid rock band sound would fit the lyrics, so when I heard Botchiboromaru’s “Otose Thunder” on TikTok, I thought the light, fresh style would be a great fit, so I asked them to write it for me.

“Antares” features nine guest vocalists. The lineup isn’t limited to your colleagues from hololive, but also includes VTubers and streamers from other agencies.

I’m an outlier in hololive in that I have a lot of opportunities to collaborate with people from other organizations. My management has given me its blessing regarding this and I think it’s one of my selling points, so I wanted to do collaborations on this album as well, which is why I approached various people from other companies and also other hololive VTubers. “Antares” was written with the collaboration in mind. I wanted to do a singalong. I thought it’d be nice to sing it together with the audience at a live show.

Do you think these collaborations are connected to what you said about first becoming a VTuber, being motivated by wanting to make friends?

Yes. As a VTuber and streamer, I want to incorporate good influences as much as I can, and before anything, I want to do fun stuff. As I always tell my fans, I don’t want to do what I do out of obligation. I want to communicate how I’m having fun and get people to have fun watching me do that. So the way I see it, the companies my collaborators belong to don’t matter, as long as what we do together is enjoyable.

You collaborate with Nekota Tsuna, who belongs to VSPO! (Virtual eSports Project), on the last song on the album called “Nininsankyaku.” How did this one come about?

Singing and playing first-person shooters are Tokoyami Towa’s two mainstays. I often get to participate in FPS gaming competitions, and when I teamed up with Tsuna, we cried and laughed together and deepened our friendship. We share good memories together and she’s now one of my best friends. That’s why I wanted to sing a song with Tsuna and asked the management about making it happen. I think our fans probably know about our relationship, so I hope we can perform together on stage someday. I’ve been listening to the song at least once a day lately. It moves me every time I hear it while I’m doing something. [Laughs]

Did Tsuna have a say in the song’s creative process?

Before the song went into production, Tsuna and I wrote out these lengthy memos about what we thought about each other. Even cheesy stuff like, “I’m stronger now thanks to you.” [Laughs] We prepared these letters, I guess you could call them, and sent them to the songwriters, who then reflected them in the lyrics for us. I think the song really captures that spirit. There’s this part where we take turns singing, and we had a great time recording it while expressing our feelings to each other.

Your first solo concert called Break your xxx is set for Friday, Oct. 13. What will the show be like?

I’ll be performing with a live band, so it’ll be a wild, fun show. I’m working hard to prepare for it right now because I want to make sure my voice won’t be overshadowed by the band’s sound, and that my feelings will reach everyone, and that both the people who come and those who join the livestream will think, “That was awesome.” 

What’s the meaning behind the title of the show?

There were times I felt anxious and depressed over the course of my career, but thanks to my fans and the management, I’m able to do live shows like this now. The meaning behind “Break your xxx” is that I wanted to overcome my gloomy feelings and gain confidence, overcome myself. I’m sure everyone goes through times of pain and hardship, but I want to invite people to break those things together at my concert. What goes into the “xxx” is up to you. Everyone is building this concert together.

Tell us about your vision for the future beyond your debut album and first live performance.

I’d love to do a second concert, of course, and I’d love to stand on stages outside of Japan. My fans in other countries were also very supportive of me when I was faltering, so I want to go express my gratitude to them.