TOKION EDITORIAL TEAM On September 18, Spotify launched “Early Noise” which introduces new and upcoming artists. This was started in Japan back in 2017 and has backed 10 groups selected at the beginning of the year throughout the year, through playlists and event support. To date, many artists have been selected including Aimyon, Official Hige Dandism, Vicke Blanka and Chai, who have gained domestic and international listeners.
However, “RADAR”, a program to introduce up-and-coming artists from across the world, was launched in March. Currently, 115 artists have been selected, and the playlist has been viewed more than 2 billion times in six 6 months. “RADAR” has selected three groups from Japan: Rina Sawayama, Vaundy, and Fujii Kaze, who were selected for this year’s Early Noise.
Spotify’s Early Noise features playlists for “Early Noise” and “RADAR”, as well as playlists of 22 programs from various regions and areas around the world.
Rina Sawayama, who was selected for Early Noise and RADAR, said, “I’m really honored to be among so many talented people. Spotify really supported my music, and I was able to broaden my audience to people who didn’t know me or didn’t necessarily like pop music. What’s particularly great is that the listener base was so stable even a few months after the song was released. I’m really happy that people are still enjoying it,” she said, “I’m sad that I can’t give a live performance in front of a new audience, but I’m really looking forward to being able to do it in 2021! I listen to Kaze Fujii on Early Noise. He has a great singing voice! In RADAR, merci, mercy from Australia is also super cool. The tones and productions are great!” These words of praise were for Kaze Fujii, and merci, mercy for the post-corona times.
