You can have all the brilliant ideas, creativity flowing through your veins, and limitless resources, but all of that will come to nothing if you don't have the drive. SKY-HI has all of that and more.

Born Mitsuhiro Hidaka, the Japanese rapper/singer and CEO of BMSG is taking advantage of his skill and position to deliver more music and showcase the rising acts on his roster. He's been taking the lead on giving acts like BE:FIRST, REIKO, and MAZZEL the platform they deserve, all while offering fresh tunes and insane collabs his fans could devour. 2023 was a busy year for the 'Dream Out Loud' act, but he's ready to take 2024 into high gear.

Before the holiday season came into full swing, Bandwagon caught up with SKY-HI to talk about working with Nissy, his favourite songs that came out in 2023, plans with BMSG, and more.

Greetings, SKY-HI! How have you been lately? Anything you're looking forward to this holiday season?

The end of 2023 was a notably busy holiday season for BMSG. For example, BE:FIRST appeared in 12 music programs in December alone. This was in addition to the two-day D.U.N.K. Showcase event and their arena tour, illustrating their hectic schedule. I’m immensely grateful for their successful year and their many accomplishments, yet I also want to acknowledge the tireless work they’ve put in throughout the year. On another note, I’ve also been enjoying REIKO’s ballad songs, as he consistently releases fantastic pieces during the holiday season for the past two years.

Congratulations on the recent collaboration with Nissy! How did 'SUPER IDOL' come together? 

My aspiration was to challenge preconceived conventions such as "fitting into certain roles" or "conforming to labels assigned to us", and instead, authentically expressing ourselves. Accordingly, this song aligns with BMSG’s philosophy. Nissy also brings his unique perspective and musical creativity to the table. With this, we aimed to create something unexpected and unique of us. The process was delicate and intense, just like threading a needle. Despite the complexity, I am pleased with what we’ve created and greatly appreciate the positive feedback we have received from many people.

The 'SUPER IDOL' video was great! Tell us about the concept behind it.

As the CEO of BMSG, my focus extends beyond just achieving success and growth for the company. I also aspire to shape an environment within the entertainment industry where everyone can derive enjoyment and satisfaction from their work. A major theme for us is "to update the traditional system", and this music video is reflective of that, embodying a cool and fun, "buddy movie"-like approach. It is also part of my mission to ensure that BMSG continually produces high-quality, engaging music videos. There are some hidden stories behind this music video, so please ask me again in the future. Until then, they remain a tantalizing secret!

What was it like working with Nissy on this track?

I was a bit nervous at first (laughs) since this was indeed our first-time collaboration as solo artists. Despite this, I deeply understand what is of utmost importance to Nissy as an artist, and for me, this particular theme was only achievable through collaboration with him. I am sure he felt the same way, too. After all, we were able to express our passions in ‘SUPER IDOL’.

This collab surely surprised your fans. What has the reception been like so far?

I am thrilled by the positive reactions we’ve received from those who have supported us since the AAA days, as well as those who recently came to know me through BE:FIRST or BMSG. Their reactions have underscored the importance and meaning of releasing this song at this time, especially seeing how well our passions we’ve invested in ‘SUPER IDOL’ resonate with our fans.

In what ways do you think this collaboration contributes to the evolving landscape of Japanese music? 

‘SUPER IDOL’ may not be the sole contribution, but I’ve observed significant and positive changes beginning to transpire in our industry. Additionally, if I’m not incorrect, my tireless endeavors over the past year may have played a vital role in these transformations. Nonetheless, our journey is extensive and our ultimate objective remains distant. All I desire is to continue concentrating on creating exceptional music and showcasing our talent globally. 

Looking at the Japanese music landscape at this time, we know that it is slowly taking shape. Domestic artists are hungrier to come out of Japan to expand their reach and horizons into the rest of the world. In your opinion as an artist yourself as well as CEO of BMSG, what more can be done to make this landscape be better than it already is? 

Firstly, it’s refreshing to hear such an insight from someone outside of Japan like yourself. Your words are very encouraging. In today’s world, geographical distance is less significant as people can enjoy music regardless of their location or the artist’s origin. Nonetheless, as artists, we always strive to perform abroad and would love to engage local audiences. I believe international fans also anticipate this. As the CEO of BMSG, it falls within my responsibilities to seek international performance and other opportunities for my artists, and indeed, I have been making such plans. Regrettably, I am unable to reveal them at this time, but the moment will come. Please stay tuned!

Since everyone has been sharing the top music they've listened to this year, what would you say are the top 5 bands/artists you listened to in 2023?

If you ask me that question, my answer would be all related to BMSG artists, considering dedication and the time spent with my artists this whole year. I hope you still accept my answers below (laughs).

‘Fire’ by MAZZEL - Interestingly, it’s the first song I’ve had complete control over producing. MAZZEL’s strength lies in their ability to deeply engage with the worldview of each song, and this connection deepens when the song illustrates a unique atmosphere. Experimenting with emphasizing their vocals amid a minimalistic sound was something I was eager to try with them. Undoubtedly, ‘Fire’ also ranks among the best songs I’ve produced this year.

‘Mainstream’ by BE:FIRST - This is another example of our collaborative efforts. ‘Mainstream’ established a significant landmark, solidifying their standing and renown in Japan. In a market saturated with aggressive songs, choosing this song was challenging due to concerns it may not distinguish itself. Nevertheless, BE:FIRST’s approach to me, combined with their passion and great ideas, resulted in this remarkable piece. It became an impeccable release that encapsulated their positive energy.

‘Epilogue’ by Aile The Shota - Observing him while working on this piece was both stunning and moving. I was cognizant of his ongoing growth as a musician, but the depth of his immersion in this song and its universe truly underscored his life-long dedication as an artist. Within the EP ‘Epilogue’, there’s a song that I contributed to and enjoy listening to, but I chose this one in recognition of his talent.

‘Butterfly’ by REIKO - This is REIKO’s eagerly anticipated debut song! While this in itself is noteworthy, the song also effectively encapsulates his musicality, skills, and charm. It’s a track I really enjoy listening to. Regardless of the potential hurdles or difficulties that might occur in his career, this song imbues me with a sense of assurance that “Everything will be fine!” His voice is so emotive, it’s almost enough to move me to tears.

‘Otomodachi’ by edhiii boi - Novel Core and I often discussed edhiii boi’s potential to resonate with his contemporaries, and now that time has come. As I am responding to this interview in December, this song has gone viral on TikTok, and almost everyone in Japan seems to know this track. I don’t believe this is a coincidence. He has produced many other fantastic songs, and I’m genuinely excited about his future. Not just as a producer or the CEO of a management company, but as someone who has looked after him from his junior high school days, I feel a sense of satisfaction and relief witnessing his current success. 

Although it’s too bad I can only select five songs and couldn’t include Novel Core’s music, he is preparing for a major live performance at Nippon Budokan in Tokyo next month. Let’s anticipate even bigger news from him soon. He is all set to deliver his unique Novel Core live performance!

What are your plans as an artist and for BMSG for 2024?

My apologies for not being able to share explicit details about our 2024 plans and activities at this moment. However, I can assure you that the forthcoming year is set to be a pivotal one for BMSG and its artists in terms of new challenges and global communications. Please await our exciting updates, speculating things like ‘Who might be performing internationally this year?’

Thanks to unwavering fan support, BE:FIRST has achieved a significant milestone, solidifying their position in Japan in merely two years since debuting. MAZZEL has commenced envisioning the steps leading them to grand-scale stages. Meanwhile, all our solo artists have managed to create unique identities for themselves and are ready to make their mark. Recently, we had an opportunity to assemble as a whole, and the scene resembled an animated movie, teeming with colorful characters! So, please anticipate our upcoming announcements and messages through our social media channels. Thank you.