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Starting off initially as the backing music for a popular South Korean animated short, it mutated into a NSFW TikTok trend riffing on another Korean webtoon (and eventually turning into a more general “spooky” Halloween meme), wherein the creator goes to brush their teeth (or do something else), except they accidentally use a razor blade (or some other dangerous item) and suddenly find blood spilling out of their mouth (or victims of some accident of varying degrees of severity). Her 1985 song “Suki Suki Daisuki” has long been popular with overseas fans of Japanese music, but it enjoyed new life this year. While it eventually returned this fall to much rejoicing, that time off services hurt its standing…and left a widespread longing for a way they could enjoy it again.Īn even more surprising - and gorey - example comes from the always unnerving pop act Jun Togawa. Then Ali’s drummer was arrested for fraud, and the band quickly went on hiatus…and pulled the song from streaming and the video from YouTube. This made it a natural viral hit, inspiring cosplay videos and dance numbers among thousands more.
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Japanese funk band Ali and rapper AKLO’s “ Lost In Paradise” actually had some advantages to going vital when it came out in 2020 - it served as the opening theme to the popular anime series Jujutsu Kaisen, and received an extra bump by being the walk-up music for eventual MLB American League MVP Shohei Ohtani. The more valuable lesson for Japanese companies to learn from it as 2022 starts is that this is the reality for everything today.Ĭoncurrent TikTok hits only underline this more. TikTok as digital hit making platform isn’t a new phenomenon, and the case of Onuki’s sudden virality is just the latest reminder of how pop culture - including Japanese exports, accidental or intentional - move in the world today. She took a two year break from music after that, before finding a new producer to work with (I guess don’t work with music critics, especially the ones that slam your previous albums!), shifting towards a new, European-indebted approach to music that blossomed in the ‘80s. Then I felt like, “I can’t do this anymore.” I wanted to get out of the music industry. But we did, and the sales actually weren’t that good. But then I was just doing something for sales, and I didn’t want to release Mignonne.
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Even though I had only put out two albums by then, I had been free to do what I wanted. But with Mignonne, the producer wanted to change things. Before I could do whatever I wanted to do. Part of that was because I changed record labels, and they really wanted to sell this album. I worked with a producer on that album, and during the recording all sorts of things were changed. I had the chance to interview her for Red Bull Music Academy a few years back, and the topic of Mignonne came up midway through. That’s until recent months, when TikTokers around the world latched onto the hook of the Onuki song, either by dropping to the floor, showing off makeup, wrestling with personal trauma or celebrating anime.Ī minor irony to “4:00 a.m.” becoming a streaming hit is Onuki herself isn’t really a fan of the album it comes from. Despite being arranged by celebrated artist Ryuichi Sakamoto, the song has long been a deep cut, having never been released as a single. “Lord, give me one last chance!” goes a chorus of voices in the chorus of Onuki’s 1978 song “ 4:00 a.m.,” from her third album Mignonne. She didn’t really breakthrough to a wider global audience until content creators started getting down on their knees to her music.
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Interest abroad in her 1977 sophomore album Sunshower even ended up the topic of a much-discussed segment on the popular You Wa Nani Shi Ni Nippon He? TV show, wherein a camera crew asks fresh-off-the-plane visitors at airports in the country why they’ve come. As internet users all over the world stumbled across “city pop” in the early part of the 2010s, the singer-songwriter’s work recieved a lift courtesy of online curators and the ever-helpful YouTube algorithm. Taeko Onuki has enjoyed newfound attention outside of Japan in recent years. It’s all in Japanese…but for this week’s essay I wanted to share the English version, with a little extra added in. I recently wrote a story for Japanese website Newspicks about a string of recent viral TikTok trends featuring Japanese music, and what Japanese entertainment can take from it.
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