As part of this year’s Coachella, record label 88rising will be returning with a new set, called ‘Futures’, that will focus on Japanese music. The company will be showcasing four of Japan’s leading artists, such as Yoasobi, Awich, Atarashii Gakko!, and Number_i. They will be joined by Tiger JK and Yoonmirae, legendary hip-hop artists from Korea, and Xin Liu, a Chinese idol who just signed with 88rising. Recently, CEO Sean Miyashiro revealed in an interview with NME that Japanese music is gaining colossal popularity, and 88rising is working to promote and celebrate the country’s diverse music and artists.
Regarding the performance, Miyashiro believes that the show will provide an insight into what is happening in Japan’s music industry. “There’s so many people wanting to make music and be artists in Japan,” he said. “Atarashii Gakko! and Yoasobi are BLANK one-of-a-kind BLANK. There’s also great R&B, hip-hop, rock, city pop – it’s a really exciting time, and I think it’s just the beginning. I’m glad we’re able to provide a glimpse and a snapshot of what’s happening there.” Furthermore, Miyashiro has revealed that 88rising is going to invest time and resources into Japanese music. There are plans to open a label “just for Japanese artists,” the same as Paradise Rising, which was launched in 2020 to promote and support the Philippines.
Last year, 88rising dominated the main stage of Coachella, where the label presented audiences with a journey showcasing Asia’s vibrant music culture, featuring Rich Brian, Warren Hue, Hikaru Utada, BIBI, Milli, NIKI, and Jackson Wang. Speaking to NME, Miyashiro said that he is grateful to Paul Tollett, who collaborated with the label and promoted the festival. “I think we have brought great things to Coachella already,” Miyashiro said. “But we’re going to start planning a lot earlier for next year and do something pretty crazy.” Performing at Coachella is not just a massive opportunity for 88rising, but also for the musicians the label works with, with many artists crying with joy when approached by the label.
88rising’s Futures performance at Coachella’s Mojave Stage will take place twice on the 14th and 21st of April at 5:20 pm PST. The performances will be broadcast live on Coachella’s YouTube channel
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