Japanese net label scene
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Since the mid-2000s, a
counterculture A counterculture is a culture whose values and norms of behavior differ substantially from those of mainstream society, sometimes diametrically opposed to mainstream cultural mores.Eric Donald Hirsch. ''The Dictionary of Cultural Literacy''. Hou ...
has taken place where numerous netlabels, online labels that release their music for free, located in Japan have been formed and garnered a huge amount of publicity which, according to writer Patrick St. Michel, has shaped how popular Japanese music is produced. Japan's netlabel phenomenon was the first time in the history of the nation's music industry where underground musicians could produce their works however they wanted to and have their music noticed by the public; this is an aspect that was previously absent at a time when major labels in the country followed a conservative method where they managed how artists would produce their music. Starting in the 2010s, the netlabel scene has crossed over to the mainstream music landscape and all across the world, with netlabel producers transitioning into working for bigger labels and western producers like Cashmere Cat and Ryan Hemsworth being influenced by the music of Japanese netlabels.


History and notable labels


Background and Minus N

Ryosuke Hidaka estimated that Netlabels began increasing publicity outside Japan around 1999 and 2000.St. Michel, Patrick (March 18, 2013)
"Not All Imprints Make CDs – Enter the Netlabel"
'' MTV 81''.
Viacom Viacom, an abbreviation of Video and Audio Communications, may refer to: * Viacom (1952–2006), a former American media conglomerate * Viacom (2005–2019), a former company spun off from the original Viacom * Viacom18, a joint venture between Par ...
. Retrieved April 6, 2017.
Minus N was the first netlabel to be based in Japan, forming in 2003. While Minus N set the model of distribution of Japan's netlabel community in that every release was issued for free online, it garnered the most attraction from Western territories due to acts from all across the world on the label.


Maltine Records

Maltine Records is one of the most popular imprints in the netlabel scene of Japan. There have been more than 130 releases under the label as of December 2014. In 2005, high school freshmen Tomohiro Konuta, also known as Tomad, and Syem, his real name not revealed, formed the electronic dance music netlabel Maltine Records as a way to distribute their music. Konuta explained, "During that time, there were a lot of internet labels starting to pop up overseas, and people uploading their music online for free—this influenced me and gave me the idea to start Maltine." With Maltine, the two also released tracks from artists they found on internet bulletin boards and services such as 2chan and Myspace. In the words of journalist Patrick St. Michel, the label gained attention due to "a combination of reoccurring musicians and one-off releases."St. Michel, Patrick (May 19, 2011)
"Online Maltine learns old-school tricks"
''
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''. Retrieved April 9, 2017.
Starting in the early 2010s, Maltine has used methods to spread their music around to those who don't have computer internet access; this included making and releasing the compilation album ''MP3 Killed The CD Star?'' (2010) on CD and a free iPhone application for listening to music by the netlabel. Maltine has crossed over into the mainstream ever since the 2010s.Harwood, Nick (June 30, 2014)
"Meet the Man Behind Ryan Hemsworth's Favorite Tokyo Label, Maltine Records"
''
The Fader ''The Fader'' (stylized as ''FADER'') is a magazine based in New York City that was launched in 1999 by Rob Stone and Jon Cohen. The magazine covers music, style and culture. It was the first print publication to be released on iTunes. It is o ...
''. Retrieved April 9, 2017.
In 2013, Maltine collaborated with Tokyo Girls' Style for its producers such as tofubeats, Avec Avec and okadada to create remixes of songs by the girl group in what was titled ''Maltine Girls’ Wave''. ''
The Fader ''The Fader'' (stylized as ''FADER'') is a magazine based in New York City that was launched in 1999 by Rob Stone and Jon Cohen. The magazine covers music, style and culture. It was the first print publication to be released on iTunes. It is o ...
'' described the project as "wonderfully weird fusion of corporate-sponsored pop and quirky internet funk." Maltine's music has served as stylistic influences for the works of Western artists such as Cashmere Cat and Ryan Hemsworth; Hemsworth has featured Maltine's music on the mixes and live sets. According to St. Michel, almost every track Maltine releases are dance music re-interpretations of
J-pop J-pop ( ja, ジェイポップ, ''jeipoppu''; often stylized as J-POP; an abbreviated form of "Japanese popular music"), natively also known simply as , is the name for a form of popular music that entered the musical mainstream of Japan in the 1 ...
: "None of the songs scattered across Maltine's website resemble
AKB48 AKB48 (pronounced ''A.K.B. Forty-Eight'') is a Japanese idol girl group named after the Akihabara (''Akiba'' for short) area in Tokyo, where the group's theater is located. AKB48's producer, Yasushi Akimoto, wanted to form a girl group with it ...
, but rather are a re-imagining of Japanese mainstream pop created for the dance floor rather than an ice-cream commercial." Maltine began releasing
breakbeat Breakbeat is a broad type of electronic music that tends to use drum breaks sampled from early recordings of funk, jazz, and R&B. Breakbeats have been used in styles such as hip hop, jungle, drum and bass, big beat, breakbeat hardcore, and UK ...
and
gabber Gabber (; ) is a style of electronic dance music and a subgenre of hardcore techno, as well as the surrounding subculture. The music is more commonly referred to as Hardcore, which is characterised by fast beats, distorted & heavier kickdrums, ...
tracks before they expanded to releasing music of various styles such as
synthpop Synth-pop (short for synthesizer pop; also called techno-pop; ) is a subgenre of new wave music that first became prominent in the late 1970s and features the synthesizer as the dominant musical instrument. It was prefigured in the 1960s a ...
,
house music House is a music genre characterized by a repetitive Four on the floor (music), four-on-the-floor beat and a typical tempo of 120 beats per minute. It was created by Disc jockey, DJs and music producers from Chicago metropolitan area, Chicago' ...
,
drum 'n' bass Drum and bass (also written as drum & bass or drum'n'bass and commonly abbreviated as D&B, DnB, or D'n'B) is a genre of electronic dance music characterized by fast breakbeats (typically 165–185 beats per minute) with heavy bass and sub-ba ...
,
techno Techno is a genre of electronic dance music (EDM) which is generally produced for use in a continuous DJ set, with tempo often varying between 120 and 150 beats per minute (bpm). The central rhythm is typically in common time (4/4) and often ch ...
,
ambient music Ambient music is a genre of music that emphasizes tone and atmosphere over traditional musical structure or rhythm. It may lack net composition, beat, or structured melody.The Ambient Century by Mark Prendergast, Bloomsbury, London, 2003. It u ...
,
2-step Two-step or two step may refer to: Dance *Two-step (dance move), a dance move used in a wide range of dancing genres *Country-western two-step, also known as the Texas Two-step * Nightclub Two Step, also known as the California Two-step *2-step ( ...
, jersey club,
indie pop Indie pop (also typeset as indie-pop or indiepop) is a music genre and subculture that combines guitar pop with DIY ethic in opposition to the style and tone of mainstream pop music. It originated from British post-punk in the late 1970s and sub ...
and
rap Rapping (also rhyming, spitting, emceeing or MCing) is a musical form of vocal delivery that incorporates "rhyme, rhythmic speech, and street vernacular". It is performed or chanted, usually over a backing beat or musical accompaniment. The ...
. St. Michel wrote that most Maltine releases are "strange" takes on the way electronic dance and pop music is made; for instance, several music released by the netlabel contain
anime is Traditional animation, hand-drawn and computer animation, computer-generated animation originating from Japan. Outside of Japan and in English, ''anime'' refers specifically to animation produced in Japan. However, in Japan and in Japane ...
and
video game Video games, also known as computer games, are electronic games that involves interaction with a user interface or input device such as a joystick, controller, keyboard, or motion sensing device to generate visual feedback. This fee ...
samples over "normal" dance instrumentals, thus creating "faster releases imagining a world where
Aphex Twin Richard David James (born 18 August 1971), best known as Aphex Twin, is an Irish-born British musician, composer and DJ. He is known for his idiosyncratic work in electronic music, electronic styles such as techno, ambient music, ambient, and jun ...
really liked ''
Sailor Moon is a Japanese manga series written and illustrated by Naoko Takeuchi. It was originally serialized in Kodansha's ''shōjo'' manga magazine ''Nakayoshi'' from 1991 to 1997; the 52 individual chapters were published in 18 volumes. The seri ...
'' and decided to incorporate it into his music." A track by Maltine regular contributor Gassyoh is a house song featuring samples from the
role-playing video game A role-playing video game (commonly referred to as simply a role-playing game or RPG, as well as a computer role-playing game or CRPG) is a video game genre where the player controls the actions of a character (or several party members) immers ...
''
EarthBound ''EarthBound'', released in Japan as is a role-playing video game developed by Creatures (company), Ape Inc. and HAL Laboratory and published by Nintendo for the Super Nintendo Entertainment System. The second entry in the Mother (video game s ...
'' (1994).


Bunkai-Kei Records

Bunkai-Kei Records is an ambient and glitch music netlabel that is also one of the biggest imprints in the Japan netlabel scene. The netlabel had been around a few years before Maltine began, but did not start gaining attention until after the popularity of Maltine. One of their releases is a record by
Vocaloid is a singing voice synthesizer software product. Its signal processing part was developed through a joint research project led by Kenmochi Hideki at the Pompeu Fabra University in Barcelona, Spain, in 2000 and was not originally intended to b ...
musician kz. Their later works included singing from vocalists such as Tokyo singer Smany, pornographic actress Yura Sakura, and
Brooklyn Brooklyn () is a borough of New York City, coextensive with Kings County, in the U.S. state of New York. Kings County is the most populous county in the State of New York, and the second-most densely populated county in the United States, be ...
-based singer Abigail Press.


Bump Foot

Formed in 2005, the netlabel Bump Foot release two types of records: "Bump House," which issues techno and house albums, and “Foot Side,” which is for "music meant to be absorbed," as St. Michel wrote. Bump Foot has the most releases out of all the Japanese netlabels (More than 400 as of December 2014), and also features the highest number of non-Japanese artists.


MarginalRec.

The Tokyo netlabel MarginalRec. has released what St. Michel described to range "from remixes of popular J-pop songs, to anthemic floor fillers, to fidgety built-for-headphones numbers." He cited it as an "essential" to the Japan netlabel community for its heavy focus on live nightclub events known as Another Weekender, which are also streamed to the internet via Ustream.


ALTEMA Records

ALTEMA Records has issued music in a variety of electronic music genres, including
brostep Dubstep is a genre of electronic dance music that originated in South London in the early 2000s. The style emerged as a UK garage offshoot that blended 2-step garage, 2-step rhythms and sparse dub reggae, dub production, as well as incorporati ...
,
intelligent dance music Intelligent dance music (commonly abbreviated as IDM) is a style of electronic music originating in the early 1990s, defined by idiosyncratic experimentation rather than specific genre constraints.''"…the label 'IDM' (for avant-garde, 'intel ...
and tracks featuring samples of sounds from 1990s computer programs. St. Michel spotlighted the netlabel's heavy emphasis on anime, with many of the cover arts including cute anime drawings. He noted ALTEMA's aesthetic as an example of the obsession towards anime art that is commonplace in Japanese netlabels.


Trekkie Trax

The netlabel Trekkie Trax originated as a party titled "Under 20" that took place in the
Akihabara is a common name for the area around Akihabara Station in the Chiyoda ward of Tokyo, Japan. Administratively, the area called Akihabara mainly belongs to the and Kanda-Sakumachō districts in Chiyoda. There exists an administrative district ca ...
area of Tokyo. It soon transformed into an online label that issued dance music touching on genres such as
juke house Ghetto house or booty house is a subgenre of house music which started being recognized as a distinct style from around 1992 onwards. It features minimal 808 and 909 drum machine-driven tracks and sometimes sexually explicit lyrics. The templa ...
, 2-step, brostep, and
grime Grime may refer to: * Dirt, in the form of black, ingrained dust * Grime (music genre), a genre of music * ''Grime'' (album), a 2001 album by Iniquity * ''Grime'' (video game), a 2021 Metroidvania video game * "Grime", a 2022 song by Dallas Wood ...
-influenced
dub music Dub is an electronic musical style that grew out of reggae in the late 1960s and early 1970s. It is commonly considered a subgenre of reggae, though it has developed to extend beyond that style.Dub: soundscapes and shattered songs in Jamaican re ...
. In 2014, the label gained international attraction through appearances on the Tokyo radio station block.fm. On April 11, 2014, the Finland label released ''Trekkie Trax Japan Vol. 1'' (2014), a
compilation album A compilation album comprises Album#Tracks, tracks, which may be previously released or unreleased, usually from several separate recordings by either one or several Performing arts#Performers, performers. If by one artist, then generally the tr ...
of the works of Trekkie Trax. The compilation was one of many ways Trekkie Trax "fought against" a law in Japan that stated people were not permitted to dance in nightclubs without "dancing licenses." The law ended in 2015.


Skull Triangle Skull

Netlabel created in 2012 by Satomi Fukada. Mainly for witch house & vaporwave music. Located in the city of Sapporo.


Otherman Records

Otherman Records is a
breakcore Breakcore is a style and microgenre of electronic dance music that emerged from jungle, hardcore, and drum and bass in the mid-to-late 1990s. It is characterized by very complex and intricate breakbeats and a wide palette of sampling sources ...
netlabel that began in 2010 and have released works with elements of
chiptune Chiptune, also known as chip music or 8-bit music, is a style of synthesized electronic music made using the programmable sound generator (PSG) sound chips or synthesizers in vintage arcade machines, computers and video game consoles. The t ...
and drum'n'bass. It has released the harshest-sounding music that has been a part of the netlabel scene.


Indie netlabels

While a majority of music that comes out of the Japan netlabel landscape is based on electronic dance music, there have also been Japanese netlabels that have mainly issued
indie pop Indie pop (also typeset as indie-pop or indiepop) is a music genre and subculture that combines guitar pop with DIY ethic in opposition to the style and tone of mainstream pop music. It originated from British post-punk in the late 1970s and sub ...
and
rock music Rock music is a broad genre of popular music that originated as " rock and roll" in the United States in the late 1940s and early 1950s, developing into a range of different styles in the mid-1960s and later, particularly in the United States an ...
.


Canata Records

Formed in November 2011 by producers Azusa Suga and Yoshiki Iwasawa, Canata Records is a Tokyo-based label for bedroom musicians from around the world. Iwasawa was inspired to start an indie label following a conversation with a book store buyer who suggested there was going to be an indie revival in Japan, a "third
Summer of Love The Summer of Love was a social phenomenon that occurred during the summer of 1967, when as many as 100,000 people, mostly young people sporting hippie fashions of dress and behavior, converged in San Francisco's neighborhood of Haight-Ashbury. ...
" that would be “partly influenced by Japanese indie music and anime culture.” Thus, the works of Canata include aspects of anime series and indie music. Canata's music has touched on styles such as
shoegaze Shoegaze (originally called shoegazing and sometimes conflated with "dream pop") is a subgenre of indie and alternative rock characterized by its ethereal mixture of obscured vocals, guitar distortion and effects, feedback, and overwhelming volu ...
, indie pop,
Vocaloid is a singing voice synthesizer software product. Its signal processing part was developed through a joint research project led by Kenmochi Hideki at the Pompeu Fabra University in Barcelona, Spain, in 2000 and was not originally intended to b ...
rock and, in the words of St. Michel, "nostalgic,
sample Sample or samples may refer to: Base meaning * Sample (statistics), a subset of a population – complete data set * Sample (signal), a digital discrete sample of a continuous analog signal * Sample (material), a specimen or small quantity of s ...
-heavy" chillwave and
vaporwave Vaporwave is a microgenre of electronic music, visual art style, and Internet meme that emerged in the early 2010s. It is defined partly by its slowed-down, chopped and screwed samples of smooth jazz, elevator music, elevator, contemporary ...
works by founder Azusa Suga. St. Michel noted the label's "weird" experimentation of the indie pop genre; an example would be its first releases by the groups Mane Laundering and The Hatsune Mikus, who works combined Vocaloid singing with indie and twee-pop elements.


Ano(t)raks

The label Ano(t)raks began on July 1, 2012 by Dai Ogasawara, also known by the moniker Twangy Twangy, and focuses on guitar-heavy twee pop inspired by the works of
Sarah Records Sarah Records was a British independent record label active in Bristol between 1987 and 1995, best known for its recordings of indie pop, which it released mostly on 7" singles. On reaching the catalogue number SARAH 100, the label celebrated it ...
.St. Michel, Patrick (October 25, 2012)
"Netlabels Ano(t)raks and Canata Records give the old DIY spirit a go with some new tools"
''
The Japan Times ''The Japan Times'' is Japan's largest and oldest English-language daily newspaper. It is published by , a subsidiary of News2u Holdings, Inc.. It is headquartered in the in Kioicho, Chiyoda, Tokyo. History ''The Japan Times'' was launched by ...
''. Nifco. Retrieved April 8, 2017.
The name of the label is a play on the word anorak, clothing that is often associated with most indie-pop artists from the United Kingdom. Ogasawara formed Ano(t)raks out of desire to release music with the groups The Paellas and Post Modern Team that he first met via
Bandcamp Bandcamp is an American online audio distribution platform founded in 2007 by Oddpost co-founder Ethan Diamond and programmers Shawn Grunberger, Joe Holt and Neal Tucker, with headquarters in Oakland, California, US. On March 2, 2022, Bandcamp ...
. Ano(t)raks' first release was an extended play by The Paellas. On September 14, 2012, they released what St. Michel described as "the best snapshots" of Japan's indie scene, a compilation album titled ''Soon V.A.'' which features music from indie acts throughout the country, such as Old Lacy Bed from
Nagoya is the largest city in the Chūbu region, the fourth-most populous city and third most populous urban area in Japan, with a population of 2.3million in 2020. Located on the Pacific coast in central Honshu, it is the capital and the most pop ...
and Homecomings from
Kyoto Kyoto (; Japanese: , ''Kyōto'' ), officially , is the capital city of Kyoto Prefecture in Japan. Located in the Kansai region on the island of Honshu, Kyoto forms a part of the Keihanshin metropolitan area along with Osaka and Kobe. , the ci ...
."Soon V.A."
Ano(t)raks Official
Bandcamp Bandcamp is an American online audio distribution platform founded in 2007 by Oddpost co-founder Ethan Diamond and programmers Shawn Grunberger, Joe Holt and Neal Tucker, with headquarters in Oakland, California, US. On March 2, 2022, Bandcamp ...
. Retrieved April 9, 2017.
The album received attention from music blogs across the world, and led to some of the bands featured on the record gaining gig opportunities according to Ogasawara. Ano(t)raks is cited as one of the few labels to increase the popularity of indie pop in Japan in 2012. Homecomings and the Paellas, two acts formerly from the netlabel, have gone to become part of major labels.


Tanukineiri Records

Tanukineiri Records is a Japanese netlabel that St. Michel highlighted for its lack of stylistic "identity" uncommon in the scene. Their styles range from
four-on-the-floor Four-on-the-floor (or four-to-the-floor) is a rhythm pattern used primarily in dance genres such as disco and electronic dance music. It is a steady, uniformly accented beat in time in which the bass drum is hit on every beat (1, 2, 3, 4)."T ...
dance music to
folk music Folk music is a music genre that includes traditional folk music and the contemporary genre that evolved from the former during the 20th-century folk revival. Some types of folk music may be called world music. Traditional folk music has b ...
to experimental
lo-fi music Lo-fi (also typeset as lofi or low-fi; short for low fidelity) is a music or production quality in which elements usually regarded as imperfections in the context of a recording or performance are present, sometimes as a deliberate choice. The ...
to Indonesian indie pop. While most of their music is issued for free online like all the other Japanese netlabels, they've also released some works on
compact disc The compact disc (CD) is a Digital media, digital optical disc data storage format that was co-developed by Philips and Sony to store and play digital audio recordings. In August 1982, the first compact disc was manufactured. It was then rele ...
.


Origins and impact

''
Kill Screen ''Kill Screen'' (stylized as ''KILL SCREEN'') was a print and online magazine founded in 2009 by Jamin Warren and Chris Dahlen and owned by Kill Screen Media, Inc. It focused on video games and culture, but also included articles based on ent ...
'' writer Caty McCarthy summarized that the ability to create whatever music an artist wanted to in Japanese netlabels was "welcome in a music scene where cookie-cutter idol groups are common, and diversity among their style is rare." She categorized Japan's netlabel scene as a
counterculture A counterculture is a culture whose values and norms of behavior differ substantially from those of mainstream society, sometimes diametrically opposed to mainstream cultural mores.Eric Donald Hirsch. ''The Dictionary of Cultural Literacy''. Hou ...
against the nation's major labels who would've otherwise not allowed how producers in the netlabel community made their work: "For largely the first time, underground musicians were given the voices and agency they so desperately desired."McCarthy, Caty (January 28, 2016)
"Pop, politics, and everything in between: the virtual families of netlabels"
''
Kill Screen ''Kill Screen'' (stylized as ''KILL SCREEN'') was a print and online magazine founded in 2009 by Jamin Warren and Chris Dahlen and owned by Kill Screen Media, Inc. It focused on video games and culture, but also included articles based on ent ...
''. Archived from th
original
on May 27, 2016. Retrieved April 10, 2017.
She also highlighted the Japan netlabel landscape to have more of an "actual, tangible community" than netlabel scenes in other territories, noting it to have "grandiose roster-wide celebrations" and "subterranean bass-heavy parties." As St. Michel wrote, "the most influential Japanese netlabels have already helped shepherd a new generation of producers to greater awareness while shaping the future of popular Japanese music."St. Michel, Patrick (December 3, 2014)
"10 Essential Japanese Netlabels"
'' Pitchfork''.
Conde Nast Conde may refer to: Places United States * Conde, South Dakota, a city France * Condé-sur-l'Escaut (or simply 'Condé'), a commune Linguistic ''Conde'' is the Ibero-Romance form of "count" (Latin ''comitatus''). It may refer to: * Count ...
. Retrieved April 8, 2017.
In a March 2013 interview, Hikada said that around 2008, there were approximately 20 netlabels located in Japan; he saids that the amount rose to around 150 five years later. An attribute to the success of Japanese netlabels is the popularity of
social networking service A social networking service or SNS (sometimes called a social networking site) is an online platform which people use to build social networks or social relationships with other people who share similar personal or career content, interests, act ...
s like
Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin M ...
and
Twitter Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...
that the imprints use to promote new artists and releases. Hikada marks this social network element of the scene to also come into play into live performances that are a part of the community. As St. Michel explained, "Hikada says party goers spend a lot of time tweeting at these nights, using hashtags to keep up with everyone else there and using the social-media site to toast one another. At one Maltine party in 2012, a large swath of attendees brought laptops with them, and many live-streamed themselves dancing on the floor…to others in the same room." In the 2010s, the scene started to cross over in the mainstream. Netlabel musicians that transitioned in working for mainstream labels include Avec Avec, Yoshino Yoshikawa, tofubeats and Fazerock; tofubeats became a solo act for
Warner Bros. Japan Warner Bros. Entertainment Inc. (commonly known as Warner Bros. or abbreviated as WB) is an American film and entertainment studio headquartered at the Warner Bros. Studios complex in Burbank, California, and a subsidiary of Warner Bros. D ...
, collaborating with American singer
Liz Liz is a female name of Hebrew origin, meaning "God's Promise". It is also a short form of Elizabeth (given name), Elizabeth, Elisabeth, Lisbeth, Lisbeth, Lizanne, Liszbeth, Lizbeth, Lizabeth, Lyzbeth, Lisa (given name), Lisa, Lizette, Alyssa, and ...
and providing a mix for the radio series '' Diplo and Friends''. However, in a December 2014 feature, St. Michel also wrote that many Japanese netlabels have very short lifespans: "browsing the “links” pages of still-thriving netlabels leads to lots of 404 errors or domain-for-sale pages. Minus N's site is now riddled with script mistakes."


Live performances

There are very few netlabels in Japan that have the budget to set up and hold live events. However, all of the live events that have occurred have been successful, St. Michel analyzed. In December 2012, the
Tokyo Tokyo (; ja, 東京, , ), officially the Tokyo Metropolis ( ja, 東京都, label=none, ), is the capital and largest city of Japan. Formerly known as Edo, its metropolitan area () is the most populous in the world, with an estimated 37.468 ...
nightclub Womb held "an all-netlabel party" featuring acts from netlabels such as Maltine, Bunkai-Kei, No Disco and On Sunday Recordings.


References

{{Music of Japan Netlabels Net 2000s in Japanese music 2010s in Japanese music