It’s a genre-less genre that’s very online, but anchored by emotions ever present in the 21st century. Artists falling under this umbrella (highlighted in recent years by 100 gecs, Gupi & Fraxiom, glaive, and 8485 among many others) mix blown-out bass with bubbly synth melodies, delivering vocals in a half-rap-half-sung style with the rough edges often on display. ‘HyperPop’ isn’t an easy stylistic term to define, but it’s also among the most important if you are following the shape of global music in 2021. J-pop, Vocaloid and more obscure corners of the nation’s music community have helped to shape the sonic and visual image of this internet-scene, while a new generation of creators across the country have come to the style, offering their own interpretation of it. Today, a special look at how Japanese artists are interpreting - and shaping - an emerging style of electronic music that is just now starting to be sucked up into mainstream pop. In this feature, OTAQUEST aims to help introduce some of Japan’s best musicians to the world. It isn’t always easy to get familiar with them, though, thanks to a combination of label-born internet shyness that cuts them off from potential fans alongside the general noise of daily life on the internet. Contemporary Japanese music - or even the stuff from the not-all-that-distant past! - features many artists creating some of the most exciting songs going, from burgeoning rappers putting their spin on the genre to electronic creators pushing down sonic boundaries.
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