The struggle is real! Recently, I’ve reached a turning point with my passion project. For over five years, I have been on a journey that has become a meaningful mission in my life. Specifically, I have been working in a volunteer capacity to foster the popularity of rock and metal music from the Far East for Western music fans. It is more than just a hobby—it’s a mission I pour my heart into, driven by pure passion and a belief that this music needs a wider audience. I love it so much, I’ve devoted countless hours and energy without expecting a dime in return.
How I Got Here
First, it all started after my 2019 vacation to Japan, where I inadvertently scratched the surface of this obscure genre after listening to Japanese music playlists on YouTube. Those music videos must have cast a magic spell on me because I became a huge fan, especially of BAND-MAID. I kept listening and wondering, how did I not know about BABYMETAL’s Gimme chocolate!! when it became a viral hit in 2014? Many questions formed in my brain that would be the first steps in what became my mission. The bands on those J-Rock playlists had me eagerly wanting to see them live and in person. So, I asked an obvious question, “Do they ever play near me in America?”
After searching various websites and finding some information, I eventually found a decent tour list at JROCK NEWS. Yet, I noticed their list was short and missing some details. So, I emailed and let them know what I had come across to help provide some tour dates for their readers. After a few email exchanges, I was invited to work with them and edit those tour pages. They called me “The Tour Page Guy.” At last, I was finding others who were plugged into this new world of audio treasure, and actively spreading that wealth! With the help of the experienced professionals at JROCK NEWS, I learned to write as best as I could. Thankfully, these experiences significantly strengthened my skills and brought the musical mission closer to reality.
J-Rocking the News
I will always be grateful for the opportunities I had with JROCK NEWS. Thanks to their support, I landed my first band interview with BRATS, a little punk trio from Tokyo. Additionally, I covered and reported on the shows of many amazing Japanese bands as they toured the United States. Like standing a few feet away from SCANDAL in the photo pit—heart pounding, camera ready, completely immersed in the sound. On other occasions, just to be front and center for MAN WITH A MISSION while taking notes was a blast. Ultimately, my best experience was reporting on NEMOPHILA at Whisky a Go Go in Hollywood, CA. The interview with those “kick ass” musicians was fun and unforgettable! Finally, in 2022, the impossible happened—one of my wildest dreams came true. I met my all-time favorite group, BAND-MAID, at Aftershock! The excitement in that moment was truly memorable.
Going With the Guys
While thinking back on NEMOPHILA at Whisky a Go Go, I met a fellow traveler in this musical journey. Particularly, that enthusiastic, headbanging partner was Alan, a musician and sound engineer from the Dicodec YouTube channel. I was thrilled each time he and the Gaijin Guys would discuss my JROCK NEWS articles on their weekly podcast. Eventually, I moved over from JROCK NEWS to work with Alan and YouTubers Wave, Ryan, and the Champ of Medium. I believe we did a lot to help get the message to the masses with live streams, reactions, and newsletters. Likewise, I am proud of the time we held a remote livestream after a BAND-MAID concert in Minneapolis, MN.
Yet the challenges of podcasting would present significant difficulties. While I dare not speak for the others, it became apparent that each “guy” had to spend a lot of time operating their own channels and business projects. As it turns out, the podcasting world takes more work than how easily it looks with Joe Rogan or Crime Junkie podcasts. The big names make it look like easy money, but for the rest of us, we are paid nothing except the new digital currency of “likes” and “shares”. To be clear, this is not a complaint—I have always known that this musical mission is a hobby without gratuity! Unfortunately, real-life concerns, normal working hours, and other obligations have separated me from continuing on with Alan and the Gaijin Guys.
Alone Again
At this point, I find myself on my own. A year since my last trip to Japan, a phenomenal vacation that was to be the next chapter in the mission, has nearly faded away now. That trip was everything I’d dreamed of—a chance to connect with the bands I love, right in their own world, immersed in the sights and sounds that inspired their music. Check this out: I had a meet and greet with TRiDENT, spoke with members of HADES, got face-to-face with Mana Diagram’s singer, and told Lonesome_Blue that I came all the way from America to watch them perform in a small, underground concert hall!
Though, for private reasons, I have had to, as our friends in the music business say, “go on hiatus.” Unfortunately, I have allowed connections and friendships with people to wane. The overwhelming narrative in my head is, “What now?” Have I done enough? Both good and bad. Is it time to hang it up? Let a new generation pick up on the mission? “Am I getting too old for this shit?” I’ve even told others in our community that, “I’m done. I’m just another face in the crowd.” In this moment, I am no longer a contributor, producer, podcaster, or interviewer—roles that once defined my journey. “From now on”, I thought, “I’ll just do what I should have done all along.” Sit back, listen, and enjoy the music. That’s all anyone has to do, really. Let others who are more talented carry the load.
Because who am I other than a fan, a music junkie? I’m not a musician, I don’t sing, I don’t speak Japanese, and I’m not a YouTube reactor. I don’t even live close to the source material; I live in a flyover state in America. Maybe it is time to accept that my mission is over.
And yet…
And yet, there is still a spell cast on me! Blame Miku Kobato of BAND-MAID for that magic time when I first saw her and the maids in Dallas, TX.
And yet, a fire burns! When I hear LOVEBITES and coldrain on my Spotify, they sing in English, by the way!
And yet, I demand answers from the damn music industry in America: “Why the Hell was this music not on American radio before, and still isn’t?” “Why the fuck did you ignore X Japan in the 90s?” “You are so damn rich, why don’t you pay translators and lawyers to make deals with Japanese music labels?”
And yet, when I think about the laughs and smiles of the artists I’ve interviewed. Like in the interviews with the adorable ladies of BRATS and NEMOPHILA. Even though BRATS is defunct and NEMOPHILA had to readjust with the departure of a member, they would always tell me the same thing: “We will come back with more power!”
And yet, while feeling that it’s time to quit… No, I must power up!
And yet, as I write this tyraid, I’m still listening to a random playlist on YouTube of Japanese rock songs. As in the beginning, years ago, when this journey was initiated by music. I wonder, to put it in terms of Greek mythology, are these my muses speaking to me from a digital Olympus by way of Mount Fuji? Like a Siren’s call, this random playlist in the background has reignited my passion. Thank you to Leo Ieiri, East of Eden, NEK!, and others—they are fueling my inspiration once again and reminding me why I started this journey in the first place. Even now, the song that’s playing is Just Do It! by NEMOPHILA.
Second Verse, Like the First
Perhaps, there may still be a role to play in this musical crusade. Which is to say, this world of Asian music is a force to be reckoned with. While Korean pop prevails, as seen with the continued success of BTS and BLACKPINK, they are only the tip of the spear. Close behind—and equally deserving of the spotlight—are the rock and metal genres from the East. In my view, these incredible artists have yet to receive the recognition they truly deserve. Recently, there has been an upswing in the Western consciousness, with Japan having breakthroughs from ONE OK ROCK, BABYMETAL, and ADO garnering more views and concert sales. All of which are promising signs, but can we get more, please? Is it time for me to get back in the game? Can I help make their musical journey into the West an even better one?
Well, dear reader, I hope you can help me wrestle with these issues. Can the mission continue? If you believe I am worthy of taking up this mantle from my corner of the world, let me know. If we believe these inspirational and talented musicians from the Far East need advocates in the West, then let’s do it! Therefore, with this in mind, this new project exists. The plan is simple: cut through the noise and clutter of the Internet and digital media with news, interviews, and insight into the sonic vibes from Asia. In an era where AI and machine-generated music are everywhere, this project is dedicated to celebrating the creativity and artistry of real, living human beings—the artists whose passion, breath, and soul shape every note. While we must acknowledge that artificial technology exists and can be part of the creative process, the overall work is made for and by flesh-and-blood people.
I humbly ask, “May I be your Asian music news senpai?”
It seems that I am starting over again, like at the first level of a game. But behind me now are some incredible experiences and life lessons. Here, too, I assert a modest plea for a second chance and to mend some fences with neighbors in our J-rock community. Furthermore, allow me to explain with an awesome song that is fueling my “reawakening”. The lyrics in the theme for the anime Solo Leveling, ReawakeR by LiSA featuring Felix of STRAY KIDS, keep resonating in my mind:
The pain inside us
Should never go away‘Cause I’m back in this game
I’m so alive
One final note (TL;DR): you may have noticed that I mention BAND-MAID frequently. Their music sparked my interest in the Asian rock scene. Many fans know their ultimate ambition is nothing less than world domination through electrifying music. Similarly, I wish to aid in this world domination for them and all the beautiful artists of Asia!
Sincerely,
G Andrew White
Editor
