BMSG/History

## Chapters

"Chapters" is the (somewhat) unofficial name overseas fans have coined for BMSG's different eras over the years.

The term was inspired by the BMSG ALLSTARS 2022 single New Chapter, which, according to SKY-HI, was released to mark the start of a "new chapter" for the company.

### Chapter 1 (2020-2021)

"Chapter 1" is used for the period starting in September 18, 2020 and ending on August 13, 2021, which equals roughly to the company's first year.

This period is represented by BMSG's establishment, Novel Core's major debut and SKY-HI's debut under B-ME, and the THE FIRST Audition process.

### Chapter 2 (2021-2022)

Chapter 2 started on August 13, 2021, with the formation of BE:FIRST, and ended on September 18, 2022, BMSG's second anniversary.

Chapter 2 saw the company's roster increase significantly with the formation of BE:FIRST and the addition of soloists Aile The Shota and edhiii boi. The BMSG Trainees branch was also established with the addition of the 1st Generation (RAN, REIKO, RUI, KAIRYU) and later on, Generations 1.5 (TAIKI) and 2 (SEITO).

This period is represented by BE:FIRST's, Aile The Shota's and edhiii boi's debuts under BMSG's labels, as well as the start of BMSG's activities as a full collective, releasing many collaboration songs and holding events such as the BMSG Artist Showcase 2022 and BMSG FES '22.

### Chapter 3 (2022-present)

Chapter 3 started on September 18, 2022 with the release of New Chapter and the conclusion of the BMSG FES '22, and is currently ongoing. The start of this era was decided by SKY-HI himself, and the number was confirmed by Novel Core

This period marks the start of BMSG's expansion beyond THE FIRST era, which birthed Chapter 2. The standout event was MISSIONx2, the documentary program, to form MAZZEL, which will debut in the Spring of 2023, held in 2022. Later that year the BMSG Shinki Renshuusei Audition was held to recruit new trainees.

This era also saw units start being more active, including the debut of ShowMinorSavage.

## Background

SKY-HI began thinking of starting his own company in May of 2017, after his two day performance in Nippon Budokan, the tour final of his SKY‐HI HALL TOUR 2017 ~WELIVE~. He thought he should have been happy, as it was a personal goal of his to perform there, but he wasn't. He thought that if he needed big audiences to feel happy, the fundamentals of the system should be changed.

One of the reasons that made him think a change was needed was the state of the Japanese music industry, since he considered it to have "closed off to the world" and fallen behind.

By creating his own company, although small at first, he considered he would be able to make quick decisions to adapt to the current state of the world. He would also create a place for the "misfits" who couldn't find a place to fit into.

Reading Russell Simmons' *Do You! 12 Laws to Access the Power in You to Achieve Happiness and Success* was what gave him the final push to start the company and it was around 2019 when he decided on the shape and the timing for the company as it is currently known, prioritizing the idea of "artists who are independent and can pursue the activities they want in their own style".

## 2020

The company was officially established on September 18. However, it was revealed to the public on September 26, during SKY-HI's "SKY-HI Jikka One Man -Family Homesession-", which took place in his parents' home and was streamed live on YouTube. During the live, SKY-HI announced that besides himself, the first artist to sign a contract with the company was rapper Novel Core, and that an audition to create a boy group, scheduled to debut in 2021, would be held, with applications being accepted from that same day.

When BMSG's website opened, SKY-HI published the following statement, explaining his decision to start his own company:

On the other hand, I can say now that it could have gone bad at any time. The detachment between self-consciousness and other-consciousness, expectations in unwanted directions, slander, imposition, and betrayal. There were many times when I almost crushed myself. In fact, many of my friends who are artists have been crushed in the middle of their dreams.
That is often unavoidable. There is a limit to the number of people and the amount of time each person has, so those who attract the attention of many people are created through a fierce competition for survival and mental pressure. I do not deny that fact.
Success in the arts is a matter of equal parts talent and luck, or perhaps luck is slightly stronger... timing, if you will.
However, as a person who has lived and will live by culture, art, and the performing arts, there are two issues that I cannot overlook.
That in many cases, talent is consumed in a distorted way and cannot be saved.
And that the likelihood that a person who has secured success on the basis of solid talent is actually living happily ever after is not very high.
For example, when the demand is inclined toward charm and responsiveness rather than the quality of entertainment activities such as singing and dancing, if the person in question enjoys these qualities, the demand will increase even more. At some point, the perception of the arts as such evolved, and it became a customer service business.
I have no intention of denying it, criticizing the people who choose it, or disparaging the people who consider it valuable.
However, the fact is that the quality of music and performance will be sought after in K-pop. Young talents are moving their activities to Korea one after another. In recent years, they have even brought their message and stance with them. It is not a story that can be dismissed as "Japan is Japan, and overseas is overseas". If things continue as they are now, what will J-POP, especially dance and vocal, look like in 10 years' time?
For example, the talent of an artist and their personal life should be treated separately, but if something happens, the whole person is attacked. You never know where the landmines are. Talent can be easily killed by the slightest thing. Living in such a situation makes it so that you won't be able to trust the people around you, and sometimes not even your fans. How many works with solid talent and soul have been lost? How many times have we been consumed by stories that have nothing to do with the work?
How many dreams and talents have been consumed, crushed, killed, or extinguished by unwanted consumption?
Now is not the time to control the media anymore. No one can protect you. Trends on social networking sites change so quickly that if you match them you will be consumed and gone in an instant. But you can't escape it.
Today, creating an environment in which artists and idols can concentrate on creation and continue to produce good works is the most important issue and the most difficult challenge.
That's why I decided to create a new company. The name is BMSG. Abbreviation for Be MySelf Group, which means "as you are".
A label that creates an environment where artists can develop their talents in their own way.
I have seen it all: indies, majors, underground HIP HOP, and the top of Japanese pop music, so I can clearly see the issues and the clues to solving them.
There is no reason not to start when you can see it.
First, a teenage rapper will debut in October.
Then next year, we will debut a male group.
I will try to create a new structure that has been needed, but never provided until now: it's not just the conventional way of management, but also a path to make a living, a way of selling, mental support, creating a community where people can expose their problems, an equal contract, and building a true relationship of trust and symbiosis with fans.
I honestly do not know how well any of them will work. But it is absolutely necessary.
I don't deny the current way of doing things, or the people who like it. It's not about 0 or 100.
Still, I don't want to allow distortion or negativity to be created anywhere among artists, creatives, and fans. The more happy people there are, the better. That's what entertainment is for in the first place.
Martin Scorsese said "the most personal thing is the most creative", but I think this also applies to music. To protect individual talent is to protect the possibility of new expression in the world. In other words, Be Myself, for Ourselves. There is still more we can do. From here, I want to create a Japanese culture that can compete with US and K-POP.

Novel Core made his major debut under B-ME on October 16 with his single SOBER ROCK, and SKY-HI released his first single under the label, Mr. Psycho, on November 18.

## 2021

### THE FIRST

The audition to create a boy group, named "THE FIRST -BOYS GROUP AUDITION 2021-", started broadcasting on Hulu under the name THE FIRST on April 2 and had short, summarized weekly segments on the NTV morning show "Sukkiri". SKY-HI invested a total of 140 million yen out of his own pocket to make the audition happen.

The final episode aired on August 13, when the group's name, BE:FIRST, as well as its line up, consisting of JUNON, LEO, RYOKI, SOTA, MANATO, SHUNTO and RYUHEI, were revealed.

However, SKY-HI also offered an artist contract to finalist Aile The Shota and trainee contracts to finalists RAN, REIKO and 11th placer RUI.

Later in the year, edhiii boi, who had been eliminated during the audition's third round, was also offered an artist contract after sending his original song demos to SKY-HI.

BE:FIRST released their pre-debut single, Shining One on August 16 and major debuted under B-ME on November 3 with Gifted.. They held their "FIRST" One Man Show -We All Gifted.-  on November 5, where they announced they would be going on their first fanmeeting tour, -Hello My BESTY-, during December 2021 and January 2022.

### The Crowdfunding

On September 20, two days after the company's first anniversary, BMSG announced the "THE FIRST Crowdfunding" project, with the intention of raising money (specifically, another 100 million yen) to fund BE:FIRST's and other BMSG artists' activities.

SKY-HI's statement on the website said:

I spent 100 million yen of my own money to make it into a documentary program, which was broadcast on various places such as NTV's "Sukkiri," Hulu, YouTube, and it received a great response. Thank you very much for your support.
BE: FIRST, who were born from THE FIRST, the talents who chose to sign as trainees even if they did not make it into the group this time, and talents who are already ready to appear as solo artists... even without the capital of a big company, we will send them out into the world in the best possible way without losing their purity.
At the time of the recruitment for THE FIRST, it had not been decided that the show would air on Sukkiri, and there were other auditions in the works, but thankfully, the best talent came together and we were ready to get off to a great start with BE:FIRST. Also, the talent that has signed a separate artist contract and the talent that has remained with BMSG as trainees are sharpening their nails. We are thinking of the best way to present them to the world. However, as we have just started our second year, and we have spent 100 million yen on the show's production without any significant income, and if we crunch the numbers another 100 million yen will be spent on future music videos and music production for BE:FIRST.... Finally, we have run out of money.
I would like to spend another 100 million yen for BE:FIRST and the talents who are looking for their next opportunity, but I don't want to dilute the purity by selling off the rights to a big capital. We decided to organize this project to take the next step while expressing our gratitude to those who have supported THE FIRST, and in order to create an era with you, our wide-ranging supporters, and not the big offices or powers.
The money will be used for:
* Increase in production costs for BE:FIRST
* Increase in production costs for BE:FIRST's upcoming tour
* Increase in production costs for Aile The Shota
* Increase expenses for training BMSG trainees
* Creation and operation of a new plan to get out into the world, hiring new employees for all of this.
* Manufacturing and shipping costs for returns (no crowdfunding posting fee)

Although the funds will be used for a wide variety of purposes, there is no possibility that the amount paid by you will go into my own pocket, since I am currently the only board member of BMSG and have set my compensation at zero for last year and this year.
In the event that we exceed our goal, we will use your valuable funds for the above-mentioned purposes.
Frankly speaking, it might look better for an entertainment company to make a profit by creating goods without using the word "crowdfunding". I was troubled by this myself.
However, I believe that THE FIRST received a positive response because it was created and broadcast without any lies, direction, scripts, or politics, and I thought it was more like me and more right for BMSG to make an honest request to everyone without changing things.
Conversely, we decided that it would not be right for BMSG to use the increased value to partner with a large firm or to delegate decision-making authority by relying on a larger firm for funding.
In order to nurture a new form of success and a budding culture, rather than following existing successes, we decided to ask for a straightforward request, because we want to be honest on our side in launching the project, and we want to make it together with all those who support us, rather than unilaterally.
Finally, I'm running out of money! If you find THE FIRST or BMSG even remotely interesting, please help us! I promise that with the work that will come out of this, the new artists, and the appeal of the group, we will create an era in which you will be glad you supported us back then!

The crowdfunding offered a wide variety of merchandise, including a T-shirt, a CD with unreleased versions of songs used during the show, a silicone wristband, keychains, and a magazine, selling at different prices so everyone could contribute with what they were comfortable with.

The crowdfunding started on September 23, and its initial goal of 100 million yen was met in 35 minutes. By the time the project ended on October 30, it had raised a total of 456,546,989 yen thanks to the contribution of 59175 people.

### Thanksgiving

To commemorate BMSG's second anniversary, the company celebrated a Thanksgiving month event named "BMSG Kanshasai".

The concept was that, every Wednesday during October, one of the BMSG artists would release a song. The schedule was as follows:

* October 6: BE:FIRST - Kick Start
* October 13: SKY-HI - Good 4 You feat. DABOYWAY
* October 20: Novel Core - PANIC! feat. SKY-HI
* October 27: SKY-HI - Hachimenroppi

This started a BMSG tradition of releasing at least two songs a month.

## 2022

On January 5, Aile The Shota made his debut with his first digital single AURORA TOKIO, and then released his first EP, AINNOCENCE, on January 26.

On January 12, edhiii boi made his debut with his first digital single NO.

On January 30 and 31, THE FIRST FINAL was held as a graduation concert for all THE FIRST contestants.

On March 4, all BMSG artists took part in the JFL presents LIVE FOR THE NEXT 2022.

On March 15, BMSG won the "BEST NEW VISION" Award at the SPACE SHOWER MUSIC AWARDS 2022, where SKY-HI, Novel Core and BE:FIRST also performed.

On March 23, SKY-HI announced that auditions for new artists and trainees were officially open again, looking for males between the ages of 13 and 25. . The footage for this process, later called the BMSG AUDITION 2022, was shown in MISSIONx2.

On April 7 and 8, the BMSG Artist Showcase 2022 was held. SKY-HI, Novel Core and Aile The Shota performed on the first day, while SKY-HI, edhiii boi and RUI performed on the second day.

On April 8, TAIKI, a THE FIRST contestant who had made it to the top 15, was announced as a new trainee at the BMSG Artist Showcase 2022.

On April 10, SKY-HI announced that BMSG was looking for more staff members to fill artist management, creative desk, human resources and social media management positions.

On April 27, SKY-HI, edhiii boi, RUI, and TAIKI performed in the Amazon Music BREAKTHROUGH JAPAN Live.

On April 30, SKY-HI and BE:FIRST performed at VIVA LA ROCK 2022.

On May 14 and 15, SKY-HI and Aile The Shota performed at LOVE SUPREME JAZZ FESTIVAL JAPAN 2022.

On May 29, Novel Core and BE:FIRST performed at MTV LIVE MATCH 2022.05.29. Aile The Shota appeared as a special guest for Novel Core's set.

On June 4 and 5, Novel Core and Aile The Shota performed at Munakata Fes THINK ECO KITAKYU.

On July 16, Novel Core and Aile The Shota performed at Date fm Fantastic Forty RAD DAY 1.5.

On July 17 and 18 Novel Core and Aile The Shota performed at BLACK SUMMER WEEKEND 2022

On August 5, BMSG announced they were looking to hire new artist managers.

On August 12, SKY-HI and BE:FIRST performed at ROCK IN JAPAN FES. 2022.

On August 20 and 21, Novel Core and BE:FIRST performed at SUMMER SONIC 2022.

On August 21, edhiii boi, RUI and TAIKI performed at FREEDOM Aozora 2022 Awajishima as opening act.

On September 4, SKY-HI and BE:FIRST performed at Rolling Stone Japan LIVE 5th Anniversary Special.

On September 17 and 18, all BMSG artists and trainees performed at BMSG FES '22.

On September 18, the company released New Chapter, a collaboration song written and performed by all fifteen members under the name BMSG ALLSTARS.

On September 23, BMSG POSSE (SKY-HI, Novel Core, Aile The Shota, edhiii boi) performed at ODD BRICK FESTIVAL 2022.

On September 24, BMSG POSSE (SKY-HI, Novel Core, Aile The Shota, edhiii boi) performed at TOKYO ISLAND 2022.

On October 10, Novel Core and Aile The Shota performed at FM802 MINAMI WHEEL 2022.

On October 14, BMSG announced a new audition, the BMSG Shinki Renshuusei Audition, this time looking for male trainees born between April 1, 2005 and April 2, 2010

### The Shibuya Jack

On June 8, a series of BMSG billboards and posters were put up in the Shibuya ward of Tokyo, to the fans' surprise. SKY-HI called it a "Shibuya Jack".

There were a total of 18 billboards/posters with 11 different types, 9 of which had pictures of the BMSG artists. All of them had the phrase "BMSG 新章突入" (BMSG entering a new chapter), a hashtag ending with one of BMSG's letters paired with a number (e.g. B1), as well as BMSG's and the individual artists' logos.

The artist posters included lyrics from their songs, each with one of the characters written in red: BE:FIRST's Betrayal Game and Gifted., Novel Core's THANKS, ALL MY TEARS and TROUBLE, SKY-HI's To The First, Aile The Shota's AURORA TOKIO and IMA , and edhiii boi's part from 118.  Fans quickly realized that if they took the words in red and organized them following the hashtag order, a phrase would form: その日は僕らで作る新しい夢のステージ (that day is a new dream stage we will create).

On June 11, the BMSG Official Twitter account pointed out that the places where the posters were placed were also a hint, since they could connect on a map. . Fans had many theories, including "S.17" (September 17, the first day of the BMSG FES '22), and "6.13" (June 13, the day the billboards would be taken down). Some even thought the points in the map could represent the notes to a song.

On June 12, the official BMSG Twitter account confirmed that the map did indeed say "9.17" (September 17), referencing the first day of the BMSG FES '22.  The official website included a comment from SKY-HI about the Shibuya Jack:

Thanks to the efforts of our artists, all of our staff, and everyone who has been involved (including you, who are watching this right now!), we have no doubt that we have been the most successful entertainment agency of the past two years. Thank you from the bottom of my heart.
The success of THE FIRST and BE:FIRST, which was born out of it, has been remarkable, debut artists Aile The Shota and edhiii boi have achieved results that are hard to believe in their first year, and our first artist, Novel Core, has made great strides. I myself, as the president and producer, as well as an artist, am more fulfilled than ever before in my life. And there are still trainees in the pipeline who are sharpening their fingernails.
BMSG is an organization that has a lot of work ahead of it, but on the occasion of its second anniversary on September 17 and 18, we will be holding our largest event, "BMSG FES," at FujiQ Highland.
These two days will mark a clear step up for BMSG from an entertainment agency to a "comprehensive entertainment crew".
I and we have never wanted to be "reasonably successful". With all due respect to all that has gone before, therefore, achieving unprecedented success is a mission that must be accomplished.
It's only two years, but it's two years.
What can BMSG create now, and where will we go from here?
Starting with this hands-on entertainment experience, we are determined to make "the best!". We hope you will join us in this new chapter of BMSG.
This is all just a grand prelude to what is to come.

### The Big Announcement

On November 15, the BMSG Twitter account tweeted about a big announcement that would be made by SKY-HI during a live press conference hosted on BMSG's YouTube channel on November 22. During the following days, countdown videos were released.

The press conference revealed the establishment of a new label, BE-U, in partnership with Universal Music Japan. The first artist to debut under the new label would be MAZZEL, a new 8-member boy group, in Spring 2023. The group was formed through the BMSG Audition 2022 that took place earlier in the year, and the process would be shown in a new documentary program, MISSIONx2, that would run from January to March 2023 in BMSG's YouTube channel.

SKY-HI unveiled that THE FIRST contestant and then-trainee RAN was in the lineup, which was already finalized, while trainee REIKO, who had also taken part in the audition, would be taking a different path.

He also announced that the company would be hiring more staff, including more artist managers, social media managers, accountants, and others.

## 2023

On January 13, the first new members of MAZZEL were revealed to be KAIRYU and SEITO, who had been undisclosed BMSG Trainees since 2021.

On January 19, SKY-HI held a new press conference on BMSG's YouTube channel, announcing that BMSG would be starting its own large scale music project, D.U.N.K., in association with NTV. The TV show would feature both BMSG acts and artists from other agencies, with SKY-HI serving as the producer and host.

On February 10, the remaining five members of MAZZEL were revealed to be TAKUTO, EIKI, NAOYA, RYUKI and HAYATO.

On February 21, ShowMinorSavage was announced as an official unit, opening their YouTube channel and Instagram account and revealing they would be releasing their first EP, ShowMinorSavage (EP), the following day.

## References

1. ↑ Novel Core's Twitter
2. ↑  https://style.nikkei.com/article/DGXMZO71357740W1A420C2000000
3. ↑  J-WAVE -*SKY-HIの根底にあるヒップホップの精神性、もがきながら見つけた"本当に自分がやるべきこと"* 2022/09/30
4. ↑  Nikkei X Trend - *SKY-HI　ビジネスフォーラムで語ったBE:FIRSTが支持された理由*
5. ↑  Da-iCE music lab 2022.04.06
6. ↑  https://ubgoe.com/projects/78
7. ↑  https://twitter.com/SkyHidaka/status/1454311589130096641?s=20&t=vrS-nDBTbE9t1zdhgGzZxw
8. ↑  https://twitter.com/BMSG\_official/status/1444588331824599043?s=20&t=vrS-nDBTbE9t1zdhgGzZxw
9. ↑ SKY-HI's Twitter
10. ↑  https://twitter.com/SkyHidaka/status/1513086739778535424?s=20&t=vrS-nDBTbE9t1zdhgGzZxw
11. ↑  Recruitment announcement
12. ↑ Trainees audition announcement
13. ↑  *BMSGが「新章突入」ポスターで渋谷をジャック、新たな挑戦を予告する謎のハッシュタグも*
14. ↑  *BMSG Twitter*
15. ↑  *BMSG Twitter*
16. ↑  *Twitter*
17. ↑  *BMSG Twitter*