TOKYO (AP) — Global-facing J-pop group f5ve, pronounced “fi-vee,” is making waves by bringing Japanese music to an international audience, but the rising five-member band is far from being newcomers. Each member boasts over a decade of experience in the music industry. Sayaka, Kaede, Ruri, and Miyuu, aged 28 to 29, were part of LDH Entertainment groups E-girls and Happiness, while 21-year-old Rui remains a member of iScream under the same label.
Recently, f5ve has been focusing on areas for growth, including English fluency and mastering the basics of recording and performing with a microphone, highlighting the common practice in J-pop groups to have dancers who do not sing.
The group’s mission is to create “Japanese pop music for an international audience,” challenging stereotypes about Japanese music. “I think people abroad think J-pop is all anime songs,” Kaede told Billboard in English from a conference room in Tokyo. “Of course, we have a lot of anime songs, but not just those. We have cool songs; we have different genres of J-pop.”
Their debut album, “SEQUENCE 1,” with executive producer BloodPop, known for his work with Justin Bieber and Lady Gaga, fulfills their goal of subverting expectations and exploring various genres. The album features Tokyo rave beats (“Underground”), intergalactic hyperpop (“UFO,” co-produced by A. G. Cook), and sleek runway tracks (“Television”), alongside high-energy, anime-theme-ready J-pop (“リア女 (Real Girl),” “Jump”). The music video for the bass-heavy trap song “Sugar Free Venom,” featuring Kesha, nods to their past with E-girls and pays tribute to artists like Beyoncé and The Pussycat Dolls.
f5ve is also engaging with global fans through social media, where they humorously invite artists for collaborations and wear “flop era” T-shirts. “Some people say our account seems unofficial,” Miyuu said, referring to their playful, online presence. “There’s no other group that has done it like this before. I think that’s what makes people so interested in us.”
