There’s a new boy band in town. Friday (Aug. 16) marks the official debut of the newly formed Japanese act ONE OR EIGHT. The eight-member group — composed of Mizuki, Neo, Reia, Ryota, Souma, Takeru, Tsubasa and Yuga – is sharing its second single with the energetic “Don’t Tell Nobody” and its accompanying music video.
The song follows debut single “Kawasaki” – a hip-hop-leaning track inspired by the Japanese automotive brand of the same name – that the group posted along with its Instagram launch in June. In its first week, the performance video they shared garnered more than 6 million views.
ONE OR EIGHT, backed by entertainment company Avex in Japan and the U.S. (with Brandon Silverstein’s S10 as the Stateside Avex partner), stands out not only for its fusion of hip-hop with pop, but also the way in which the act celebrates its Japanese culture through lyrics, choreography and the members’ streetwear-inspired aesthetic. Even its name points to the group’s roots, as it’s derived from the Japanese idiom “Ichi ka Bachi ka,” roughly translating to “all or nothing.”
“We’re thrilled to present ONE OR EIGHT as a first of its kind collaboration that combines the musical, cultural, and innovative resources between the US and Japan branches of Avex, launching a lasting mission for a new generational hybrid model to push Japanese music as a global phenomenon,” says Naoki Osada, CEO of Avex U.S.
Adds Takeya Ino, president of labels at Avex Japan: “At Avex, we embrace challenges and respect the U.S. music culture. Utilizing the creative networks we’ve built in the U.S., our members are ready to embody the spirit of ‘all or nothing’ after years of preparations.”
“Don’t Tell Nobody” was written with David Stewart and co-produced by Stewart and hitmaker Ryan Tedder.
Watch the music video below.