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A First Year That Raises a Bigger Question

In just one year, HANA has become one of the most talked-about new groups in Japan.

Their songs have accumulated more than 1.3 billion streams worldwide, multiple releases have topped major charts, and their performance videos have drawn tens of millions of views.

April 2 marks the first anniversary of HANA, the seven-member girl group that emerged from the BMSG audition project No No Girls, produced by Japanese artist CHANMINA under the direction of SKY-HI.

(If you're new to the label, you can read more about BMSG here.)

Key milestones from HANA’s first year include:

• 1.3 billion total worldwide streams

• 7 songs surpassing 100 million streams

• 3 No.1 songs on the Billboard Japan Hot 100

• “Blue Jeans” becoming the fastest song to reach 100 million streams in Japan in 2025

These numbers alone are striking.

But they also raise a more interesting question.

How did a newly formed group develop this level of momentum so quickly—and what made it sustainable?

Momentum That Began Before Debut

HANA’s rise did not begin with their official debut.

During the audition process that formed the group, performances such as “Drop” and “Tiger” already revealed a level of intensity and cohesion that is unusual for artists at such an early stage. Even in this pre-debut phase, their stage presence felt strikingly complete.

This suggests something important.

Rather than beginning as an unfinished group still searching for direction, HANA appeared to emerge with a clearly defined performance identity. The audition process did not simply introduce the members—it functioned as an early stage of artistic formation.

As a result, by the time they debuted, the foundation for their identity was already in place.

Breakout Hits That Reinforced Identity

When HANA officially debuted, that early momentum did not simply continue—it accelerated.

Their first single, “ROSE,” quickly established the group as more than a promising newcomer. The song gained strong traction across streaming platforms and charts in Japan, but its impact extended beyond the numbers themselves. Across multiple formats—including its music video and performance-focused releases—“ROSE” drew sustained attention, suggesting that audiences were responding not only to the track, but to how it was performed.

Rather than functioning as a standalone hit, “ROSE” introduced a performance style that felt already defined: precise, expressive, and carried by a clear sense of group identity.

This pattern continued with “Blue Jeans,” which expanded their reach even further. Its rapid growth reinforced what “ROSE” had already suggested—that HANA’s appeal was not built on a single breakout moment, but on a foundation that allowed each release to build naturally on the last.

Taken together, these early hits point to something more significant than a strong debut performance. They suggest a structure in which momentum is not accidental, but cumulative.

A Catalog That Sustains Attention

One of the most striking aspects of HANA’s first year is that their success is not concentrated in a single song.

Multiple tracks—including “Drop,” “Burning Flower,” “Tiger,” and “My Body”—have continued to attract listeners over time. Even as new releases gain attention, earlier songs remain present in rankings and playlists.

This kind of consistency is unusual for a debut-era group.

In many cases, early success is driven by a single viral moment. In HANA’s case, however, listeners appear to be engaging with a broader body of work. This suggests a level of artistic direction where each release contributes to a coherent whole, rather than competing for attention.

The result is not just popularity, but stability in audience engagement.

Streaming success explains part of HANA’s momentum.
But numbers alone cannot explain why audiences keep returning to their music.

Performance as a Defining Strength

HANA’s appeal becomes even clearer in performance.

Videos such as the early performance video for “Tiger” drew significant attention online, highlighting the group’s sharp synchronization and strong individual presence even in relatively simple staging.

The choreography is precise and dynamic, yet each member maintains a distinct identity on stage.

This balance is difficult to achieve.

It reflects not only technical training but also an environment that encourages individuality rather than suppresses it. The group’s performances feel unified without becoming uniform—a distinction that has quickly become one of their defining characteristics.

In this sense, performance is not simply a complement to their music.
It is central to how their identity is communicated.

Strong live performance has also been a key part of the group's identity — something often noted about BMSG artists in general.

Growth That Audiences Can See

Over the course of this first year, the members themselves have also evolved rapidly.

Vocal delivery has become more confident, stage presence more controlled, and overall performance more refined with each release. What began as a group of promising artists has quickly developed into one capable of commanding large stages.

This visible progression plays an important role in their appeal.

Rather than presenting a fixed image from the outset, HANA allows audiences to witness their development in real time. That sense of growth creates a different kind of engagement—one that is not only based on the finished product, but on the process itself.

What HANA’s First Year Suggests

For a group only one year into their career, HANA’s trajectory already feels remarkable.

But their rise is not simply a story of rapid success. It points to something more structural.

From pre-debut formation to consistent releases and performance identity, their first year suggests a system in which artists are not only introduced to the public, but developed with unusual speed and clarity.

If so, HANA’s trajectory may offer an early glimpse into how BMSG approaches artist development—prioritizing identity, performance, and creative cohesion from the very beginning.

And if that model continues to produce similar results, their first year may not be an exception, but an indication of what is possible.

Video

To mark their first anniversary, HANA released a short video reflecting on the milestones of their debut year.

Other groups under the broader BMSG ecosystem include acts such as BE:FIRST and MAZZEL.

Written by Lily-K | BMSG Pulse

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On a recent episode of Music Station, Japan’s prestigious TV program, something unusual happened.

Three groups from BMSG — BE:FIRST, MAZZEL, and STARGLOW — appeared on the show together, performing consecutively on the same stage.

For STARGLOW, the appearance came shortly after their debut.

For MAZZEL, it was a long-awaited first appearance — a special moment for both the members and their fans.

For many viewers, simply seeing the three groups together on one of Japan’s most visible television stages already felt symbolic.

But the most interesting part of the story unfolded afterward — in the reaction online.

The Conversation Wasn’t Only About the Performances

Typically, when artists appear on a major television program, the discussion afterward centers on the performance itself.

Fans talk about choreography, vocals, stage presence, or individual members.

But scrolling through the comments under the official post revealed something slightly different this time.

Many fans were not just praising the artists.

They were thanking one person.

SKY-HI.

Again and again, the comments expressed gratitude not only for the performances, but for the label and its founder.

Messages included lines such as:

“Thank you for creating BMSG.”
“Five years ago I never imagined a moment like this.”
“You built an amazing company and gave us this music.”

Some fans even described the moment as the result of years of effort and belief — a milestone not just for the groups themselves, but for the vision behind the label.

In other words, many viewers were celebrating something larger than a television appearance.

They were celebrating the project that made it possible.

A Rare Kind of Fandom

This reaction reveals something distinctive about BMSG’s relationship with its audience.

In most music scenes, fandom is organized around individuals or groups.

Fans support a specific artist.
Sometimes they support a particular group within a label.

But it is relatively rare for fans to actively celebrate the label itself.

Yet that seems to happen frequently in BMSG’s community.

Part of the reason lies in the story behind the company.

Before founding the label, SKY-HI had already built a successful career as an artist.
But BMSG was created with a clear intention: to establish an environment where artists could develop creatively rather than simply follow existing industry formulas.

Because fans have followed this process closely — through auditions, documentaries, and years of artist development — moments like this television appearance feel less like an isolated event and more like a step in a longer narrative.

The stage becomes not just a performance space.

It becomes a visible chapter in the story many fans have been watching unfold.

A Photo That Quietly Captures the Culture

One detail from the group photo posted after the show also reveals something about the label’s atmosphere.

At first glance, the image simply shows the artists posing together after their appearance.

But the arrangement is slightly unusual.

Instead of standing neatly by group — with BE:FIRST, MAZZEL, and STARGLOW forming separate clusters — the members are scattered across the frame.

Artists from different groups stand next to each other without any obvious pattern.

The boundaries between the groups almost disappear.

Another subtle detail stands out as well.
The label's founder, SKY-HI, appears in the photo with the artists. In many music industries, executives rarely appear alongside performers in promotional images. Here, however, he stands quietly in the back row — second from the left — blending into the group rather than standing apart from it.

The result feels less like a formal promotional image and more like a spontaneous snapshot.

Yet in a subtle way, the composition reflects something deeper about BMSG’s culture.

Rather than emphasizing divisions between groups, the label often presents its artists as part of a shared creative environment.

The photo captures that feeling almost accidentally.

It looks less like a lineup of separate acts and more like a single community.

One Stage, Three Different Energies

The performances themselves also illustrated this diversity.

Each group brought a clearly different energy to the stage:

• STARGLOW carried the brightness and momentum of a newly debuted group.

• MAZZEL delivered their signature sense of rhythm and playful stage chemistry.

• BE:FIRST performed with the confidence of an act already established on major stages.

In many entertainment industries, multiple groups from the same company appearing together might feel like internal competition.

Here, however, the sequence felt more like a continuation of a shared trajectory.

Different styles.

Different identities.

But part of the same evolving ecosystem.

When a Label Becomes Part of the Fandom

Looking again at the comments beneath the photo, a pattern becomes clear.

Fans were not only celebrating the artists who appeared on stage.

They were expressing gratitude for the environment that allowed those artists to exist in the first place.

Moments like this help explain why BMSG often inspires a slightly different type of loyalty among its audience.

The focus of fandom expands beyond individual performers.

It extends to the philosophy, the process, and the people who helped create the space where those artists could grow.

This does not happen often in music.

But on this particular night — with three groups sharing the same stage and fans thanking the label itself — the dynamic became visible in a very clear way.

The applause was not only for the performers.
It was also for the vision — and the label — that brought them there.

Written by Lily-K | BMSG Pulse

In just a few years, BMSG has become one of the most closely watched new forces in Japan’s music industry.

Founded in 2020 by rapper and producer SKY-HI, the company has rapidly grown from a small independent label into a major presence in Japanese pop culture. Its artists regularly dominate music charts, sell out large venues, and attract international attention through performances that many fans describe as unusually authentic.

The company’s growth has been remarkable not only culturally, but also economically.
According to publicly available financial data, BMSG reported over ¥2.3 billion (approximately $15 million USD) in net profit in the fiscal year ending June 2025 — less than five years after its founding.

For a relatively young music company in Japan, that level of profitability is highly unusual.

Behind that success is a label built around a distinctive idea: that artists should be able to grow creatively while staying true to themselves.

So what exactly is BMSG — and why has it attracted so much attention?

This guide introduces the label, its founder, its artists, and the philosophy that continues to shape its rapid rise.

What Is BMSG?

BMSG is a Japanese music company and label founded in 2020 by the artist and producer SKY-HI.

The name stands for “Be My Self Group.”

The phrase reflects one of the company's central ideas: artists should be able to express themselves authentically rather than being forced into predefined roles.

From the beginning, BMSG positioned itself differently from many traditional talent agencies in Japan. Rather than focusing only on commercial success or strict idol training systems, the label emphasizes:

• artistic individuality

• long-term development

• collaboration among artists

Many observers describe this philosophy as “Artist First.”

In addition to producing music, BMSG organizes tours, festivals, and large-scale audition programs that introduce new artists to the public.

Despite its relatively short history, the company has quickly become one of the most visible independent labels in Japan’s contemporary pop scene.

Who Founded BMSG?

BMSG was founded by SKY-HI, a rapper, producer, and longtime figure in Japanese music.

Before establishing the company, SKY-HI had already built a successful career both as a solo hip-hop artist and as a member of the popular group AAA. Over time, however, he began speaking about structural problems he felt existed within parts of the Japanese music industry.

In particular, he believed that artists often lacked creative freedom and were sometimes treated more as products than as creators.

His response was to build a company designed around a different principle: an environment where artists could develop their talents while maintaining ownership of their creative identity.

If you would like to learn more about SKY-HI’s background and the motivations behind BMSG, you can read the full article here:

Why BMSG Feels Different

For many fans and observers, what makes BMSG interesting is not only its artists but also the culture surrounding the label.

Instead of emphasizing rivalry between performers, BMSG frequently highlights the idea of artists growing together. Collaboration between groups is common, and performances often emphasize collective energy rather than strict hierarchical roles.

This atmosphere becomes particularly visible during events such as BMSG Fes, where artists from different groups share the stage and perform together.

The result often feels closer to a creative community than a conventional entertainment company. This approach reflects a belief often expressed by BMSG founder SKY-HI — that artists should pursue their individuality while supporting one another’s growth.

Another factor behind BMSG’s rise is its unusual relationship with fans.
Many of the label’s groups were introduced through long-form audition programs and documentary-style series that allowed audiences to watch the entire process — from training and setbacks to the final formation of each group.

Rather than simply debuting a finished act, BMSG allowed fans to witness the journey itself.

For a deeper exploration of the philosophy behind this approach, you can read:

How BMSG Differs from the K-Pop Model

As BMSG has gained international attention, some observers have naturally compared it with the global K-pop industry.

There are certain similarities. Like many Korean companies, BMSG places strong emphasis on performance quality, artist training, and carefully produced audition programs that introduce new groups to the public.

Yet the underlying structure is quite different.

Where the K-pop system often relies on large entertainment corporations with highly centralized production pipelines, BMSG operates more like a creator-driven label built around the vision of its founder, SKY-HI.

Artists are encouraged to participate in songwriting, choreography, and creative direction from early in their careers, and collaboration between groups is often emphasized rather than competition.

The result is a system that blends the professionalism of global pop production with a strong emphasis on individual artistic identity.

The Groups of BMSG

Today, BMSG is home to several major groups, each with its own musical identity.

BE:FIRST

BE:FIRST was the first boy group produced by BMSG and quickly became one of the label’s most successful acts.

The group was formed through the audition program THE FIRST, which followed the training and selection process of the members. Known for their strong vocal and dance abilities, BE:FIRST gained national attention soon after debut.

MAZZEL

MAZZEL is the second boy group under BMSG.

Unlike BE:FIRST, the group was not introduced through a major televised audition program.
Instead, their formation was documented primarily through online video content, “Mission × Mission,” which followed the members as they completed creative and performance challenges leading up to their debut.

MAZZEL’s music often blends dynamic choreography with emotional storytelling, and the group has developed a distinctive performance style within the BMSG roster.

HANA

HANA emerged through the audition project No No Girls, produced under the affiliated label B-RAVE.

The project attracted widespread attention in Japan for its unconventional concept and its emphasis on individuality rather than traditional idol criteria.

Even before their official debut, the group had already developed a strong following.

STARGLOW

STARGLOW is one of the newest groups connected to the BMSG ecosystem.

The members gained attention through the audition program THE LAST PIECE, which followed young performers pursuing their dreams of becoming professional artists.

Their debut represents the continued expansion of the BMSG artist community.

The Audition Projects Behind BMSG

Audition programs have played a major role in shaping the identity of BMSG.

Rather than functioning purely as talent searches, these projects often document the growth and struggles of the participants, allowing audiences to witness the process behind the formation of each group.

Several major audition programs have become closely associated with the label.

THE FIRST

BMSG's very first audition program that formed BE:FIRST and introduced many viewers to BMSG’s philosophy.

Mission × Mission

The second audition project that resulted in the formation of MAZZEL, where BMSG trainees and new participants completed a series of challenges together before the group’s debut.

No No Girls

An unconventional project that ultimately created HANA, highlighting individuality and personal stories.

THE LAST PIECE

A later audition series for teenagers showcased new talent and resulted in the formation of STARGLOW.

Together, these programs helped establish BMSG’s reputation as a company focused on development, authenticity, and creative growth.

Although BMSG is still a relatively young company, its influence continues to expand.

Its artists regularly collaborate across groups, appear on stage together, and support one another in ways that fans often describe as unusually genuine.

One of the clearest symbols of that spirit appeared during BMSG Fes, when artists from across the label gathered to perform the song “GRAND CHAMP.”

The performance brought together performers from different groups — not to compete, but to celebrate a shared journey.

Moments like that help explain why many fans feel that BMSG represents something slightly different in Japanese pop music today.

Not just a label.

But a creative community built around the idea that artists can grow — together.

And for many new listeners discovering Japanese music, BMSG has become one of the most interesting places to start.

Written by Lily-K | BMSG Pulse

If you enjoy stories about BMSG and its artists, consider subscribing to BMSG Pulse.

New analysis, features, and guides are published regularly.

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When MAZZEL first appeared on THE FIRST TAKE with “Only You,” the performance revealed a quiet and deeply emotional side of the group.

The atmosphere was focused and intimate.
Every note carried a sense of concentration, as if the members were carefully shaping the fragile emotions inside the song.

Their second appearance, performing “Get Up and Dance,” shows something completely different.

This time, the feeling is immediate and unmistakable.

Joy.

A Song That Feels Like Happiness

“Get Up and Dance” has always been one of MAZZEL’s brightest songs.

Up-tempo, colorful, and built on a groove that leans closer to funk and soul than conventional pop, the song naturally carries an infectious energy. But what makes this THE FIRST TAKE performance stand out is not simply the arrangement or the tempo.

It is the atmosphere created between the members.

From the very beginning of the performance, smiles appear naturally.
The mood feels relaxed, almost playful.

Listening to the song in this setting, it quickly becomes clear that this is not simply eight singers delivering a rehearsed performance.

Instead, the music feels alive.

When Music Becomes a Conversation

One of the most striking elements of the performance is the constant eye contact between the members.

They glance at one another while singing.
They react to small ad-libs.
They laugh at unexpected moments.

The result feels less like a performance being delivered to an audience and more like a musical conversation unfolding between friends.

Rather than performing for the camera, the members seem to be performing with each other.

At times, it feels as if the song itself becomes a dialogue — voices responding to one another, rhythms passing from one singer to the next.

Watching the video, the atmosphere is reminiscent of friends sharing a joyful moment together, exchanging jokes and reactions as the music flows naturally.

That sense of shared enjoyment is what gives the performance its warmth.

Even through a screen, the feeling is contagious.

The Joy of Playing Together

THE FIRST TAKE is known for its stripped-down format.

With minimal production and a single microphone, artists cannot rely on elaborate staging, choreography, or visual spectacle. Everything depends on the performance itself.

For MAZZEL, this format reveals something essential about the group.

They genuinely seem to enjoy making music together.

You can hear it in the playful improvisations.
You can see it in the spontaneous smiles.

Rather than presenting a perfectly controlled performance, the members allow the song to breathe. Small variations, reactions, and unexpected moments appear naturally within the flow of the music.

The result feels closer to a live jam session than a carefully constructed studio recording.

And that freedom is precisely what makes the performance so compelling.

A Playful Improvised Verse

One of the most memorable moments in the performance comes when RYUKI suddenly adds an improvised verse.

THE FIRST TAKE 踊ろう
みんなで Get Up
混ぜる (MAZZEL) 個性の束たち
自由すぎて Maze
Fun から Zeal が弾け飛ぶ
このバースで君を照らす
We Are MAZZEL

The playful lines immediately caught the attention of fans.

Interestingly, the verse also reflects the meaning behind the group’s name.

MAZZEL, a name created by producer SKY-HI, combines several ideas:
the word “mazel,” associated with happiness and good fortune, together with “maze” and “zeal.”

A maze suggests individuality and complexity, while zeal represents passion.

In the improvised verse, those elements appear almost like wordplay — happiness, individuality, and overflowing energy woven into the lyrics themselves.

In that moment, the group’s name becomes part of the music.

A Different Side from “Only You”

What makes this moment even more interesting is how strongly it contrasts with MAZZEL’s previous appearance on THE FIRST TAKE.

“Only You” was intimate and restrained.

The members stood close to the microphone, focusing intensely on the emotional core of the song. The performance felt almost fragile — like something delicate being shared quietly with the listener.

“Get Up and Dance” moves in the opposite direction.

The mood is open, relaxed, and full of movement.

Instead of quiet concentration, the stage is filled with laughter and playful energy.

Taken together, the two performances reveal something important about MAZZEL as a group.

They are not defined by a single emotional tone.

Sometimes they communicate through stillness and introspection.
And sometimes they simply celebrate the joy of music itself.

The Sound of Joy

In the end, what makes this performance memorable is not a single vocal highlight or a particular musical moment.

It is the atmosphere.

The sense that eight people are genuinely enjoying the music they are creating together.

That kind of happiness cannot easily be scripted or choreographed. It emerges naturally — through trust, familiarity, and the chemistry that grows when artists spend time performing side by side.

For a few minutes, “Get Up and Dance” becomes more than just a song.

It becomes a shared moment of joy.

And that feeling is exactly what makes this performance so special.

Behind the Scenes

The members later revealed that something unexpected happened during the recording.

EIKI’s headset had stopped working, and he could not hear anything when the song began — despite being responsible for the opening line.

Still, he performed the entire song without showing any sign of trouble, even adding harmonies during the performance.

If you watch the beginning of the video closely, you can actually spot a small moment: as the members enter the studio, EIKI briefly trips over his headset cable and quietly mutters something like “Oops.”
That may have been when the connection came loose.

Once you know the story, the performance becomes even more impressive — a reminder that even when something goes wrong, the music — and the joy — keeps going.

Written by Lily-K | BMSG Pulse

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Quick Facts

Name: SKY-HI
Real Name: Mitsuhiro Hidaka
Born: December 12, 1986
Known For: Artist, rapper, producer, founder of BMSG
Former Group: AAA
Founded BMSG: 2020

If you start exploring BMSG, one name quickly appears everywhere.

SKY-HI.

He is the founder of the label, a producer shaping its direction, and an artist who still stands on stage himself.

To understand BMSG, it helps to first understand the person behind it.

Who exactly is SKY-HI — and why did he decide to build a new kind of music company in Japan?

From Dance & Vocal Group to Independent Artist

Before founding BMSG, SKY-HI was already widely known in Japan.

He debuted under his real name, Mitsuhiro Hidaka, as a member of the dance and vocal group AAA — one of Japan’s most successful pop groups of the 2000s and 2010s, produced by the major Japanese label avex.

The group was also known for its rare co-ed lineup, featuring both male and female members.

At the time, AAA was one of the most visible pop groups in Japan, regularly appearing on television, touring nationally, and releasing chart-topping singles.

But alongside that mainstream success, he was building a different artistic identity.

Under the name SKY-HI, he began releasing his own music — writing lyrics, producing tracks, and performing as a rapper and solo artist.

Unlike many performers who emerged from large pop groups, he became particularly known for his skills as a lyricist and rapper.

Over time, his solo work revealed another side of him:
an artist deeply interested in creative independence, musical experimentation, and the meaning behind expression.

His work often carried a strong sense of intention — not just in how it sounded, but in what it stood for.

Why He Founded BMSG

In 2020, SKY-HI launched his own music company: BMSG.

The name stands for “Be My Self Group.”

The phrase reflects the core idea behind the label:
artists should be able to express who they truly are.

For SKY-HI, the goal was not simply to produce successful performers.

It was to create an environment where artists could develop their abilities, express their individuality, and sustain long-term creative careers.

Unlike many executives in the music industry, SKY-HI approached the role from the perspective of a working artist.

He knew firsthand how difficult it could be for performers to grow creatively within rigid industry structures.

At the same time, he had growing concerns about the environment for young artists in Japan.

In interviews, SKY-HI has spoken about how many talented performers felt they had limited opportunities to develop their abilities within the traditional systems of the Japanese music industry.

As a result, some promising artists were increasingly looking overseas — particularly to South Korea — where intensive training environments for performers had already become well established.

For SKY-HI, this raised an important question.

Could Japan create a place where artists could grow, develop their skills, and still remain true to themselves?

BMSG was his answer.

The philosophy behind BMSG has been explored in more detail in a previous article on BMSG Pulse.

The Audition That Changed Everything: THE FIRST

BMSG first captured national attention through the audition program THE FIRST.

Unlike many entertainment auditions that focus heavily on visuals or popularity, THE FIRST placed strong emphasis on musical ability, creativity, and personal growth.

The program followed the participants closely as they trained, collaborated, and grew — allowing audiences to witness not only the final results, but the process of becoming an artist.

The group formed through the program — BE:FIRST — quickly became one of the most talked-about new acts in Japan.

For many viewers, the show also revealed another side of SKY-HI.

Not only as a performer, but as a mentor.

His approach to guiding young artists — patient, direct, and focused on growth — became one of the defining images of BMSG

An Artist Who Never Left the Stage

Even while running a label, SKY-HI never stopped being an artist himself.

He continues to release his own music and perform live, often appearing alongside the artists of BMSG.

That dual role — both creator and producer — shapes much of the label’s atmosphere.

Many fans feel that SKY-HI understands the challenges artists face because he still experiences them firsthand.

Rather than standing above the artists he produces, he often stands beside them.

Building a Different Kind of Music Company

Today, BMSG has grown into one of the most talked-about independent music labels in Japan.

Its artists include:

• BE:FIRST

• MAZZEL

• HANA (through the affiliated label B-RAVE)

• STARGLOW

Across these groups, one theme appears repeatedly:
artists developing their individuality while growing together.

Moments like the collective performance of “GRAND CHAMP” at BMSG Fes have become symbolic of this philosophy.

Rather than competing for the spotlight, the artists often stand on the same stage as part of a shared creative community.

Why SKY-HI Matters

In many ways, BMSG reflects SKY-HI’s own artistic beliefs.

A belief that music should come from genuine expression.

A belief that artists should be allowed to grow.

And a belief that collaboration can be more powerful than competition.

These ideas may sound simple.

But in the context of Japan’s music industry, they have made BMSG feel quietly revolutionary.

Understanding BMSG begins with understanding SKY-HI.

Not just as a successful performer, but as someone trying to reshape how artists are developed and supported.

Through auditions, collaborations, and live performances, his vision continues to shape one of the most distinctive creative communities in Japan today.

And as BMSG continues to grow, SKY-HI remains at the center of it — still creating, still performing, and still building something new.

Written by Lily-K | BMSG Pulse

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MAZZEL’s latest music video, “Get Up and Dance,” quickly surpassed one million views within just a few days of its release.

Bright, colorful, and full of playful energy, the song presents a different side of the group compared to some of their earlier performances. But beneath the upbeat atmosphere lies something that feels quietly reflective.

In many ways, the song — and especially its music video — feels like a snapshot of the journey MAZZEL has taken together over the past few years.

And that journey has been noticeably different from the paths taken by other BMSG groups.

A Different Kind of Debut

Since its founding, BMSG has become known for launching new artists through large-scale audition projects that draw significant public attention.

BE:FIRST, the label’s first group, emerged from the audition program THE FIRST, which gained widespread television coverage and quickly became a major topic across Japan.

More recently, the girl group HANA captured enormous attention through No No Girls, an audition project many media outlets described as a cultural phenomenon.

And the newest BMSG group, STARGLOW, has already begun attracting attention through THE LAST PIECE, an audition program that also received television exposure.

Against this backdrop, MAZZEL’s debut followed a noticeably different path.

Rather than emerging from a widely broadcast audition show, MAZZEL was introduced after the group had already been formed, with their story later shared through a documentary-style series released primarily on YouTube.

For some observers, the difference was striking. Compared with the large public spotlight surrounding other BMSG auditions, MAZZEL’s journey appeared much quieter.

A Group That Grew Step by Step

That quieter beginning may have shaped the group in ways that were not immediately obvious.

Instead of appearing suddenly in the national spotlight, MAZZEL’s story unfolded gradually. Fans were able to follow the members’ growth through documentaries, performances, and releases that slowly built the group’s identity.

Over time, the connection between the eight members — and with their fanbase, MUZE — became one of the defining characteristics of the group.

In that sense, MAZZEL’s rise has felt less like a sudden breakthrough and more like a journey unfolding step by step.

A Line That Reflects the Journey

One line from “Get Up and Dance” has resonated strongly with fans.

Lyric from “Get Up and Dance”

“A story that’s not going as planned.
But somehow it all feels right.”
(as translated in the official MV subtitles)

For many listeners, the lyric feels almost like a reflection of MAZZEL’s story.

The group did not emerge from the most high-profile debut project within BMSG. Their path was quieter and at times less visible.

Yet the members continued moving forward together — building their identity through performances, releases, and the support of their fans.

MAZZEL / Get Up and Dance (Official MV)

A Journey Hidden Inside the Music Video

The music video itself seems to reflect that journey.

Its concept resembles a colorful board game, with the members moving their pieces across the board as if progressing through stages of a shared adventure.

Fans quickly noticed that the video contains small details that appear to reference moments from MAZZEL’s past.

In one scene, the game pieces are miniature cars that resemble the vehicle used in the music video for “Seaside Story.”

Other spaces on the board contain markings that seem to hint at earlier chapters in the group’s history.

Taken together, the board begins to look less like a simple game and more like a symbolic map of MAZZEL’s journey.

Looking Toward the Next Destination

One moment in particular has captured the attention of fans.

In the scene, TAKUTO, the group’s leader, points ahead along the game board as if guiding the members toward the next destination.

At the end of the path stands a small miniature building.

Many fans believe the structure resembles Tokyo Dome.

In Japan’s music industry, performing at Tokyo Dome has long been considered a symbolic milestone — a venue associated with artists who have reached a major level of success.

Whether intentional or not, the image resonated strongly with MUZE.

MAZZEL is scheduled to embark on an arena tour this year, and for many fans the moment felt almost like a quiet message within the video:

the journey is still continuing.

The Eight Members Who Took a Chance

Perhaps the most meaningful reflection on MAZZEL’s formation came from member EIKI.

Looking back on how the group came together, he once said:

“If the audition had been different, these eight members might never have come together.”

The comment hints at how unusual the group’s formation was.

The audition that ultimately led to MAZZEL was not widely promoted as a search for a new boy group. Instead, it began as an open call for trainees, attracting applicants who were willing to take a chance on an uncertain opportunity.

Eight of them did.

And somehow, they became MAZZEL.

A Story That Was Never Meant to Be Ordinary

Looking back now, MAZZEL’s debut may have seemed quieter compared to other BMSG projects.

But that different beginning may also be what shaped the group.

Instead of a single explosive moment of recognition, their story has unfolded gradually — built on the chemistry between the members and the steady support of their fans.

In many ways, the board game inside “Get Up and Dance” feels like a fitting metaphor.

A journey that did not follow the expected route.

But one that keeps moving forward,
one step at a time.

And perhaps that is why a line from the song feels so fitting.

“A story that’s not going as planned.
But somehow it all feels right.”
(as translated in the official MV subtitles)

And MAZZEL’s story
is still being written.

Written by Lily-K | BMSG Pulse

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MAZZEL has built its reputation on performances that combine advanced dance technique with powerful stage presence.

Since their debut under SKY-HI’s label BMSG, the eight-member group has often been associated with sleek concepts and intense choreography, creating stages that feel sharp, stylish, and sometimes even a little dangerous.

Their performances frequently feature complex choreography delivered with remarkable control. At the same time, MAZZEL is notable for having all eight members as capable vocalists, able to maintain strong live vocals even while performing demanding choreography — a balance that has become one of the group’s defining strengths.

Songs like “DANGER” and “J.O.K.E.R,” with their stylish visuals and high-impact choreography, helped establish this image of MAZZEL as a group built for powerful, performance-driven stages.

But their new song “Get Up and Dance” reveals another side of the group.

The Image MAZZEL Has Built So Far

In much of MAZZEL’s previous work, the group leaned into a performance style that highlighted both technical skill and strong stage expression.

Sharp choreography, confident movements, and sleek visual concepts gave their stages a sense of intensity and charisma.

The atmosphere of songs like “J.O.K.E.R.” helped define that image.

Even without seeing the performance itself, the concept images alone communicate a clear aesthetic — stylish, composed, and powerful.

This image became part of how many fans came to understand MAZZEL as performers.

One example can be seen in the visual concept for “J.O.K.E.R.”

For many viewers encountering MAZZEL through music videos or live performances, this is the version of the group they first come to know: stylish, dynamic performers whose focus is clearly on the stage.

But MAZZEL has always had another side.

A Song That Feels Different

“Get Up and Dance,” however, introduces a noticeably different mood.

The song is bright, colorful, and playful. Its energy feels open and welcoming, designed not just for dedicated fans but for anyone who happens to hear it.

Rather than emphasizing sharp intensity, the track highlights a sense of fun and spontaneity. It is the kind of song that invites listeners to smile, move, and enjoy the moment.

For longtime followers of MAZZEL, this shift feels refreshing.

But in another sense, it may not be a shift at all.

The Side of MAZZEL Fans Already Know

While their stage image can appear cool and composed, fans have long known that the members themselves often show a very different side offstage.

One place where this is especially visible is their YouTube series “MAZZEL Room.”

In these videos, the members simply talk, play games, and interact with one another — with no singing or dancing involved. Yet the series has become one of their most popular pieces of content.

Much of the humor comes from the lively interaction between the members, particularly the three from Japan’s Kansai region — KAIRYU, NAOYA, and SEITO — whose fast-paced Kansai-style banter often sets the tone for the group’s conversations. Over time, even the other members have picked up hints of the Kansai accent and comedic rhythm.

The result is a relaxed atmosphere full of playful teasing, quick jokes, and genuine laughter.

For viewers who encounter these videos first, it can be surprising to later discover that the same eight people are also the performers delivering MAZZEL’s intense stage performances.

Even without subtitles, the group’s chemistry and humor come through clearly in this compilation of some of the funniest moments from the series.

When On-Stage and Off-Stage Meet

What makes “Get Up and Dance” interesting is how it seems to bridge these two sides of MAZZEL.

The brightness of the song and its cheerful energy feel much closer to the members’ natural personalities — the side that fans often see in their offstage content.

In that sense, the track almost feels like a glimpse of the group’s everyday chemistry finding its way into their music.

Rather than replacing their established performance style, it simply adds another color to the palette.

Why This Matters

For a relatively young group, showing different dimensions can be important.

It demonstrates not only musical versatility but also a broader emotional range — the ability to move between intensity, playfulness, and connection with the audience.

MAZZEL has already proven that they can deliver technically demanding performances with strong live vocals and powerful choreography.

With “Get Up and Dance,” they reveal something equally valuable: the warmth and openness that exist behind that polished stage image.

For fans who have followed the group closely, this side of MAZZEL is nothing new.

But seeing it reflected so clearly in their music makes the moment feel special.

Written by Lily | BMSG Pulse

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If you watch enough Japanese pop performances, certain patterns quickly become familiar.

The choreography is precise.
Expressions are polished.
Every movement appears carefully designed.

Yet when artists from BMSG step onto the stage, something often feels a little different.

The performances are still highly professional, but the atmosphere carries a slightly different energy.
Individual personalities remain visible.
Moments between members feel genuine rather than strictly rehearsed.
The stage feels less like a perfectly constructed show and more like a space where artists are actively present with one another.

Even viewers encountering the label for the first time often notice the difference immediately.

So what creates that feeling?

Looking closely at BMSG performances, three characteristics begin to stand out.

1. Individuality Is Not Hidden

One of the first things audiences notice is that the members of BMSG groups rarely feel interchangeable on stage.

In many pop performances, strong visual unity is emphasized.
Expressions, gestures, and choreography are designed to create a seamless group image.

BMSG performances still maintain tight choreography and professional staging, but individual identity often remains visible within that structure.

Groups such as BE:FIRST and MAZZEL provide clear examples.
Even when performing synchronized choreography, each member’s vocal tone, facial expression, and stage energy tends to remain distinct.

Rather than dissolving into uniformity, the group dynamic often feels like a collection of individual artists moving together.

This balance between unity and individuality gives BMSG stages a slightly different texture.

2. The Stage Still Feels Human

Another reason BMSG stages feel different is that the performances often retain a sense of human spontaneity.

Pop stages are typically designed to minimize unpredictability.
Every movement is rehearsed until it becomes almost mechanical.

BMSG performances, by contrast, occasionally allow brief glimpses of genuine interaction between members.

Small moments—an exchanged glance, a shared laugh, a spontaneous reaction—sometimes appear within otherwise tightly structured choreography.
Rather than disrupting the performance, these moments tend to make the stage feel more alive.

This human quality is often most visible in live performances, where the energy between members and the audience naturally shapes the stage atmosphere.
It can also appear in stripped-down performance formats—such as appearances on THE FIRST TAKE—where the focus shifts from visual spectacle to the emotional interpretation of the song.

Instead of presenting flawless spectacle alone, the performance invites the audience to experience the emotional core of the music.

A good example of this dynamic can be seen in MAZZEL’s performance of Only You on THE FIRST TAKE.

3. The Philosophy Behind the Stage Is Different

Ultimately, the difference in BMSG performances cannot be explained by choreography or stage direction alone.

It reflects the philosophy of the label itself.

BMSG was founded by rapper and producer SKY-HI, who has repeatedly emphasized the importance of artistic growth and individual expression.

This philosophy was already visible during the audition program THE FIRST, where the focus was not simply on defeating competitors but on developing artists who could grow together.

That same mindset continues to shape the label’s culture today.

Collaborative performances and cross-group stages often highlight connection rather than competition.
Moments such as the collective performance of Grand Champ during BMSG Festival bring artists from different groups onto the same stage, celebrating shared progress rather than rivalry.

When artists develop in an environment that values individuality and collaboration, the effects eventually become visible where it matters most: on stage.

The Culture Behind the Performance

What audiences notice in a BMSG performance is not simply a stylistic choice.

It is the visible result of a different approach to artist development.

Individual identity is encouraged rather than suppressed.
Human interaction is allowed to remain part of the performance.
And the system surrounding the artists prioritizes growth over competition.

In other words, the stage feels different because the culture behind it is different.

By the time the lights come on and the music begins, that philosophy is already visible.

Written by Lily | BMSG Pulse

BMSG Pulse

Exploring the artists, music, and cultural ideas behind BMSG.

By Lily-K

For decades, Japan has had one of the largest music markets in the world.

Yet much of it has remained surprisingly difficult for international audiences to access. The industry is dominated by powerful agencies, tightly controlled artist systems, and a structure that often prioritizes commercial formulas over artistic freedom.

But in the past few years, something different has started to emerge.

A label that feels less like a traditional entertainment company and more like a creative movement.

That label is BMSG.

Founded in 2020 by rapper, producer, and entrepreneur SKY-HI, BMSG has quickly become one of the most talked-about forces in Japan’s evolving music scene.

Not because it is the biggest.

But because it represents a different vision of what a music label can be.

The Artist Who Decided to Change the System

Before founding BMSG, SKY-HI had already built a successful career.

As a rapper and a member of the popular group AAA, he experienced the Japanese music industry from the inside — both its opportunities and its limitations.

Over time, he began speaking openly about something many artists quietly feel but rarely say:

The system often fails the artists themselves.

Talented performers were sometimes forced into rigid molds.
Creative growth could be secondary to market expectations.

So SKY-HI made a decision that many thought was risky.

Instead of simply continuing his own career, he would build a label designed to protect something he believed the industry needed more of:

artistic individuality.

Thus, BMSG was born.

The name itself carries that message.

BMSG stands for:

Be My Self Group

In other words:

A place where artists can remain themselves.

The Audition That Introduced BMSG to Japan

The label first captured widespread attention through a groundbreaking audition project called THE FIRST.

Unlike many talent competitions built around dramatic eliminations and manufactured rivalries, THE FIRST focused on something different: growth.

Contestants were evaluated not only for their singing and dancing, but also for their character, work ethic, and ability to evolve as artists.

Viewers watched as the participants trained, struggled, and supported one another.

By the end of the program, the group BE:FIRST was formed.

Their debut would quickly propel them to major success in Japan.

But the real impact of THE FIRST went beyond a single group.

It introduced audiences to SKY-HI’s philosophy:
Artists should be developed, not manufactured.

A Label That Feels Different

Today, BMSG’s roster continues to grow, featuring a diverse range of artists, including:

• Novel Core

• BE:FIRST

• Aile The Shota

• edhiii boi

• REIKO

• MAZZEL

• STARGLOW

The company has also expanded through new creative projects and affiliated labels, including B-RAVE, which introduced the girl group HANA, a breakout act that quickly made waves across Japan’s music scene less than a year after its debut.

Each artist brings a distinct musical identity — from hip-hop and R&B to contemporary pop.

What connects them is not a uniform concept or formula.

Instead, it’s a shared creative culture.

Artists at BMSG are encouraged to participate in songwriting, production, and creative direction.

For international listeners used to highly manufactured pop systems, this approach may feel surprisingly refreshing.

The result is music that often feels personal rather than manufactured.

More Than a Label — A Philosophy

Perhaps the most interesting thing about BMSG isn’t just its music.

It’s the values that surround it.

SKY-HI frequently speaks about ideas that are still relatively rare in the global pop industry:

• creative freedom

• long-term artist development

• respect for individuality

• mental well-being

• authenticity over perfection

These ideas resonate strongly with fans, who often describe the BMSG community as unusually supportive and collaborative.

Instead of intense competition between artists, the label emphasizes growth together.

That tone has helped create one of the most positive fan communities in Japanese music today.

The Moment That Captured the Spirit of BMSG

One of the most defining expressions of that spirit unfolded during BMSG FES'25.

As the event reached its climax, every artist from the label gathered on stage for a collective performance of the anthem, “GRAND CHAMP.”

It was far more than just a finale; it was a testament to their journey. Artists from different groups and backgrounds stood side-by-side—some with arms thrown over each other’s shoulders—celebrating the path they had forged together.

In that moment, the stage transcended a mere lineup of separate acts, appearing instead as a single, unified creative family.

The performance crystallized what has become the heart of BMSG’s identity: artists growing in resonance rather than competing in isolation.

The lyrics themselves are a raw declaration of ambition, perseverance, and the unshakable resolve to pave one’s own way:

No backing down.
No giving up.
A saga of turning every “No” into a “Yes.”
Climbing these stairs, spitting blood all the way.
Giving in and running back down? That’s easy.
Does it all look so glamorous from where you stand?
Then watch these mud-caked flowers—it’s time to show you how we bloom.

For the fans, this moment was profoundly symbolic—a vivid glimpse into the world SKY-HI and his artists are building.

It isn't just about individual stardom; it is about a community of artists rising as one.

Why the World Might Soon Be Paying Attention

For years, global audiences looking toward Asia often focused on one dominant export: K-pop.

Japan’s music industry has traditionally taken a more domestic approach.

But BMSG represents something that could travel much further.

Several elements make the label particularly interesting internationally:

Authenticity
Artists are encouraged to express their own identity.

Creative diversity
Hip-hop, pop, dance, and R&B coexist naturally within the label.

Transparent leadership
SKY-HI actively shares the philosophy behind the company.

Community-driven fandom
Fans feel emotionally invested in the artists’ growth.

These elements align closely with what global audiences increasingly seek from music today.

The Beginning of Something New

BMSG is still young.

Compared with Japan’s long-established entertainment giants, it is only just beginning its story.

But sometimes the most important changes in music don’t begin with massive institutions.

They begin with a new philosophy.

A belief that artists deserve freedom.
A belief that fans value authenticity.
A belief that music should evolve.

That belief is what drives BMSG.

And if its momentum continues, the label may not only reshape the Japanese music industry —

It may become one of its most important global voices.

Written by Lily | BMSG Pulse

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