Gacha, Gacha, Find Out! F5ve’s Journey Towards The International Stage
Emerging straight from Japan’s underground club culture with a repertoire of songs designed to send audiences into a dreamy, confident haze, f5ve, formed of members Kaede, Sayaka, Miyuu, Ruri and Rui is one of a select few groups quickly gaining international notoriety in the western market. Following the lead of other trailblazing groups such as YOASOBI, XG and 88rising’s Atarashi Gakko! f5ve’s recent debut into the UK entertainment circuit proves that their sound is a unique phenomenon; truly doing it like no other. Expressing a desire to "become iconic" in an article with Gay Times, their debuting with the 2023 song ‘Firetruck’ as well as their recent singles ‘Lettuce’ and ‘UFO’ have marked meteoric success for the group on YouTube and across other social media platforms.
Working in collaboration with Naoko Takeuchi’s highly successful Sailor Moon franchise, f5ve (formerly Sailor Guardians 5) have made a name for themselves through releasing music that explores the complexities of love and womanhood, whilst also explicitly encouraging listeners to discover themselves and fight against self-doubt. With significant commercial support from artists like Bloodpop, Rosalia and A.G. Cook, the ‘fearsome five’ have used their status as J-Pop veterans to build an entirely new and special place in the international music industry.
Defining their sound and performance style as ‘inclusive’ and focused on expressing a strong sense of freedom and confidence, deriving creative influence from BLACKPINK, charli-xcx and other critically acclaimed artists, another aspect of the group has been their fervent support for their LGBTQIA+ fans within their community, affectionately named ‘hi-5’. With group member Sayaka describing their fans as an "important and encouraging presence", there is no doubt as to why their music has been largely embraced by the online queer community as a refuge for self-expression and personal identity.
Having gone on to release a highly experimental, genre-bending mixtape project entitled Underground REMIXS EP featuring TeddyLoid, DJ CHARI, STARKIDS, Doss and YAGI EXHIBITION, the group has continued to work tirelessly to reimagine and refine their music as they continue to rise within the global pop-music sphere. As the Japanese music industry is largely insular, f5ve’s continuous commitment to place their international roots and cultural interests at the forefront of their artistry has continued to provide them with several opportunities to create a new, highly inviting experience for overseas fans.
In working to become a truly international group, f5ve have also leveraged the hidden advertising power of internet slang, memes and short-form social media content, particularly on TikTok, through regularly posting dance challenges, covers to popular Japanese and international songs, as well as behind-the-scenes footage to develop a natural, authentic and ‘chronically online’ reputation as a J-pop act deeply connected to modern internet culture.
Although they have remained tight-lipped about what their plans are in the year ahead, they are continuing to produce many more highly catchy and attention-grabbing tracks soon. As both the pop genre and the commercial music industry have continued to become increasingly diverse and experimental with style, f5ve is a group to pay close attention to as they make their slow climb away from humble beginnings as ‘niche stars’ to achieving their dreams of becoming a celebrated international phenomenon.
Edited by Julia Curry - Music Editor
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