From Mashable · Crystal Bell · · 3m
YOASOBI goes viral without chasing TikTok
The Japanese duo's hits spread everywhere, but they refuse to write songs engineered for the algorithm.
In brief
The Japanese duo's hits spread everywhere, but they refuse to write songs engineered for the algorithm. Going viral doesn't require designing for virality. YOASOBI prioritizes artistic integrity over algorithmic optimization, proving that authentic creativity can still dominate the internet. Originally reported by…
Idol breaks the TikTok formula
YOASOBI's 2023 hit "Idol" ricochets between glitchy pop, rap, and darker sounds in under four minutes. It doesn't fit the neat 15-second snippet that defines TikTok, yet it became a global phenomenon with 689 million YouTube views.
Ayase rejects the algorithm trap
YOASOBI's producer Ayase told Mashable he has no interest in writing for the algorithm. He balances art and commerce at roughly 60 percent to 40 percent, but chasing viral moments feels like 30 percent art to 70 percent commerce.
“I don't want to get in a situation where I'm thinking about that with intention.”
Born from the internet, not for it
YOASOBI's existence is intertwined with the web. Ayase built an audience uploading Vocaloid songs online while ikura posted covers. Their concept of turning novels into songs grew from online platforms and stories.
Orion loops through digital worlds
YOASOBI's latest collaboration takes source material from Overwatch, turning a short story about game characters into a song. The track then returned to the game through an animated music video and in-game content, with an English version and remix following.
Internet-native is now just normal
When YOASOBI debuted in 2019, they were described as an internet-born act. Now Ayase sees them as a product of broader cultural shift. Using the internet to make and release music has become so commonplace that not using it is unusual.
“it's almost more unusual not to use it.”
Offline childhoods, online lives
Neither Ayase nor ikura had particularly online childhoods. ikura played trumpet in orchestra and studied ballet. Ayase grew up in the countryside playing sports. Now their lives revolve around making music on computers and watching YouTube.
Into the Night changed everything
YOASOBI's 2019 debut single "Into the Night" spread online and climbed Japanese charts with no precedent for what would happen. Ayase experienced a mix of excitement, relief, and disbelief watching it travel further than expected.
Ayase stopped watching the numbers
After more hits followed, Ayase stopped paying attention to chart rankings, stream counts, and performance metrics. He learned that constantly monitoring a song's numerical life online was bad for his mental health, even though the internet gave YOASOBI their career.
Idol was the grand slam
Unlike "Into the Night," Ayase approached "Idol" determined to hit a home run. He believed the song had to be a hit and described the result as a grand slam. The song became a dance, cover, edit, and challenge across the internet.
The one thing
Going viral doesn't require designing for virality. YOASOBI prioritizes artistic integrity over algorithmic optimization, proving that authentic creativity can still dominate the internet.
