“HELLO INDIE” Makes a Comeback After Five Years: Solid Indie Music Heaven with a “PWYW” System

Charting the Journey: A Look into the History of “HELLO INDIE”

‘HELLO INDIE’ was initially launched as a circuit event across four venues in Sendai city in 2014. The following year, in 2015, it expanded to five venues. In 2016, it extended to include Matsumoto and Hiroshima, alongside Sendai. By 2017, it had reached Saitama, followed by an outdoor stage in Yamagata in 2018, and culminating in Sendai PIT in 2019. Now, after five years, ‘HELLO INDIE’ returns to Sendai PIT.

The reason for changing locations and continuing to challenge is rooted in its mission statement: “to support artists pursuing high artistic and unique musical qualities, and to establish and grow that scene.” In other words, it aims to bring indie artists who are less visible outside of the Tokyo area to various locations, thereby increasing exposure to excellent music.

The organizers’ curation is excellent, so if there are artists I don’t know, I’d like to listen to them. If there’s even one artist I like, I’m sure there are others I’d also enjoy.

Celebrating Diversity: Independent Artists Unite Across Genres and Borders

This year’s lineup is diverse. It includes artists deeply connected to ‘HELLO INDIE’ such as the band apart, spike shoes, and LITE, who have been active since the 2000s. There are also young talents like Misami Yoneyama’s solo project ‘Ukari’ and odol, along with the eagerly anticipated Japan debut of Keila Cohen’s solo project Itasca, which gained attention in the US indie scene from Los Angeles. The music genres span rock, hardcore, post-rock, and hip-hop, among others.

In addition, the joint audition slot with the recently announced music distribution service ‘FRIENDSHIP.’ has selected the duo Giallo, who sold over 300 demos within their first year since launching in 2023. Eleven other diverse acts, each pursuing their unique musical styles, will also be performing.

The performances will alternate between two stages, ‘HELLO STAGE’ and ‘INDIE STAGE’, allowing curious music enthusiasts to experience the entire lineup. Below, I’ve compiled recommended tracks for each artist to help you prepare.

While each artist is also introduced on their official social media channels, this article will highlight several artists that particularly caught the author’s attention.

oono yuuki band

Opening the ‘INDIE STAGE’ is oono yuuki band, a musical collective led by guitarist oono yuuki. In 2023, they released their first album in about 11 years titled ‘GREENISH BLUE, BLUISH GREEN’. At their album release live, they performed alongside Yuta Oresaka Band, packing Shibuya CLUB QUATTRO. The music video for ‘Barei’, directed by VIDEOTAPEMUSIC, incorporates capoeira and was filmed in Susaki City, Kochi Prefecture. Band members include Yōsei Takahashi (Drums), Yūdai Sasaki (Flute), Kōto Arima (Bass), Taichi Kabayama (Guitar), and Junya Ōkubo (Saxophone), each active in various locations, making opportunities to see them in Tokyo rare. Yūki Ōno previously performed at ‘HELLO INDIE’ in 2016 under his own name.

Yasei Collective

Yasei Collective, an instrumental band comprising Masanao Matsushita (Drums), Michihiko Nakanishi (Bass/Synth), and Takuro Saito (Vocals/Guitar/Synth), known for their global performances. During their 10th anniversary, they gained attention with consecutive single releases featuring artists like KID FRESINO and Shara Yoshida (Mononkul). Their upcoming performance in Sendai marks their first live in five years. For this occasion, they will be joined by Kei Konmaru, known for his work with groups like Nippon Funk and Mysterious Priestess, as part of their inaugural four-member lineup. Renowned for their beautifully structured compositions that evoke catharsis, their unique lineup is not to be missed.

Buoy

Buoy began as a solo project of Misa Yoneyama in 2018, Since its release, it has become a long seller, attracting more and more people as Uki takes the song to different parts of the world.

The fin.

Since their formation in 2010, The fin. has garnered acclaim both domestically and internationally. Relocating their base to London in 2016, they toured North America, Europe, and Asia. Their successful tour across 20 cities in China in 2023 remains fresh in memory. Regarding their upcoming performance, they commented, ‘In recent years, the costs of organizing and participating in music events worldwide have risen significantly. We feel the importance of events that more people can experience, rather than those limited to a few.’ They are regulars at ‘HELLO INDIE,’ having performed in its inaugural edition, as well as in 2015 and 2018.

Itasca

“HELLO INDIE,” which also invites guests from overseas, welcomes Itasca, the solo project of Keila Cohen from Los Angeles, making her debut in Japan this year. With her ninth album ‘Imitation of War’ just released in 2024, it’s exciting to hear her perform live. In a pre-interview, she mentioned her interest in Japanese pottery, architecture, and hot springs, expressing great anticipation for her visit to Japan.

In this way, the event features diverse genres and doesn’t necessarily attract artists with huge fan bases. From a commercial perspective, it might seem challenging to realize at first glance. However, ‘HELLO INDIE’ isn’t aiming for commercial success. Its unique lineup sets it apart from other music events, making it a rare and special gathering.

Empowering Attendees: The Introduction of the “Pay What You Wish” System

In 2024, after a five-year hiatus, we are challenging the “Pay What You Wish” system with a lineup we’ve put our hearts into. This means that instead of relying on advance ticket sales, we’ve chosen a method where attendees can enjoy the event regardless of their financial situation.

Pay What You Wish (PWYW) is a system where attendees can freely set their payment amount at the venue. This system, aimed at increasing access to art, is adopted in museums and art galleries in countries like the UK and USA. In countries with high immigration and significant income disparities, PWYW music series featuring indie artists are frequently held across various locations. Such initiatives contribute to making art (including arts and music) more accessible and integrated into everyday life, which is often cited as a reason why art is more prevalent and embedded in daily life overseas.

From the crowdfunding page

Some people may be familiar with the concept from street performances. Examples like GEZAN’s ‘Zenkankaku-sai’ and SEVENTEEN AGAiN’s ‘REPLACEMENTS’ demonstrate artists leading with the PWYW system, though it remains less common in Japan. Deciding how much to pay for this music experience is a cultural act in itself. The amount you choose to pay should not be compared to others; it should be what feels right for you. Encouraging individuals to establish their own value for music payment is crucial for cultural enrichment. In this sense, events like ‘HELLO INDIE,’ consciously fostering this environment, offer hope for cultural vitality.

Cultivating Cultural Soil: Supporting the Indie Scene

There’s nothing quite as fulfilling as pursuing the form of expression where one shines the brightest. Even if each endeavor begins as a small seed, with fertile ground, it can sprout and bloom. When many such small flowers bloom abundantly, they create a stunning landscape. That’s why regions rich in indie culture thrive. Events like ‘HELLO INDIE’ cultivate the soil, sow seeds, and naturally attract people to places where creativity flourishes across various regions in Japan.

For instance, Sendai PIT, our venue, was established as part of the reconstruction efforts following the Great East Japan Earthquake. Sendai, ranked 11th among Japan’s designated cities by population, boasts ample potential as a nurturing environment for culture. Encountering artists shining in their unique expressions in places with rich stories can also inspire personal reflections. Witnessing flowers bloom steadily on the scene, no matter how small, is an experience I eagerly anticipate.

With the advancement of the internet, it was expected that regional cultural disparities would decrease. However, the concentration of venues offering live music experiences remains focused in the Tokyo metropolitan area. Amidst this, an event has emerged in Sendai, driven by someone aspiring to create a genuine space for music appreciation. Supporters can contribute to the crowdfunding campaign running until July 8th. The campaign page features comments from performers, providing an opportunity to explore the ethos behind “HELLO INDIE” and potentially expand one’s perspective.