Importing the Kawaii Underground

Meet the people bringing Japan’s most compelling music acts to the West

For those Westerners who have fallen down the JPop rabbit hole, there are a few common stages that just about everyone goes through. Somewhere after devouring any English-language sites Google can find and consuming all unblocked videos on YouTube, comes the burning desire to see our newfound musical idols live. North America and Europe have been fortunate the last few years to see almost annual tours by BABYMETAL, Perfume, One OK Rock and Hatsune Miku, but for those whose tastes are a bit less mainstream, the chance to see independent and alternative artists usually involves pricing plane tickets to Japan.

Fortunately for us, a small group of fans-turned-promoters have taken it upon themselves to bring live underground idol and alternative JRock to the West. A few of these intrepid souls were gracious enough to answer our questions about why they decided to jump into the business of international music booking and promotion, the biggest challenges they encounter, and what plans they have for the future.

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