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The race to bring J-pop to a truly global audience has a new contender. Handcraft Entertainment is making its most visible play yet with \u201cHeartless,\u201d a new collaboration between Steve Aoki and emerging Japanese artist Mia Takarabe that serves as both a single release and a mission statement.<\/p>\n
Released earlier this month, \u201cHeartless\u201d embodies Handcraft\u2019s vision of \u201cglobal J-Pop\u201d \u2014 music rooted in Japanese culture but created with international audiences in mind. Founded by veteran producer and executive Michael Africk, the company is positioning itself at the forefront of efforts to expand J-pop\u2019s reach beyond its traditional strongholds without diluting the cultural identity that makes the genre distinct.<\/p>\n
More from Spin:<\/p>\n
For Handcraft, the strategy goes beyond music. The company is building a broader entertainment ecosystem spanning fashion, beauty, anime, film, television, live experiences and consumer products, all aimed at introducing Japanese cultural creativity to worldwide audiences. Its bilingual, bicultural model is designed to develop artists and intellectual property that can travel globally while remaining authentically Japanese.<\/p>\n
\u201cHeartless\u201d is high profile example of that approach. Aoki, whose remix of BTS\u2019 \u201cMIC Drop\u201d helped expose K-pop to a broader Western audience, brings global pop credentials to the project, while Takarabe embodies a new generation of artists shaped by multiple cultures and influences. Born in Australia and raised between Japan and Australia, the singer\u2019s multicultural background aligns closely with Handcraft\u2019s international ambitions.<\/p>\n
\u201cThis isn\u2019t a crossover experiment,\u201d Africk says. \u201cSteve has helped shift the global landscape before, and Mia represents a new generation of artists capable of leading what comes next.\u201d Adds Aoki, whose Dim Mak label turns 30 in 2006, \u201cas a Japanese-American artist, this collaboration feels especially meaningful to me.\u201d<\/p>\n
\u201cGrowing up between cultures shaped the way I hear music and express myself,\u201d\u00a0says Takarabe.\u00a0\u201cI never wanted to choose between being Japanese and being global. \u2018Heartless\u2019 is about proving you can be both completely.\u201d<\/p>\n