Let me be real for a second. As the first to debut under STARTO ENTERTAINMENT (Formerly Johnny & Associates), all eyes are on Ae! group (Aぇ! group), and not all of them are rooting for their success. While many have been cheering them on since their formation in 2019, eagerly waiting for them to debut – some have been waiting for them to fail – and doing so with a twisted, and very vocal social media presence.

But, as I’ve learned from not only watching the group perform but also interviewing them, they’re not the type that backs down from a challenge or negativity. In fact, it has only seemed to fuel their desire to succeed, showcasing a resilience that is truly inspiring.

Since announcing their debut last month, they have been spinning around in a non-stop whirlwind of work – and now, with the release of the debut music video《A》BEGINNING, the world can finally enjoy the fruits of their labor.

As a song, it’s a potent mix of dance and pop-rock with a touch of a world beat that lends itself to incredibly catchy and powerful lyrics, to put it bluntly, the track is a bop! As a visual medium, there’s a duality to the music video. Flashing between black and white and intensely saturated colours, the video is dramatic, artistic, and, if I’m being honest, sexy AF.  Knowing their on the frontlines of something something historic, Ae! group is revealing themselves with a kind of sensuality and sex appeal only they can deliver.  

Each of the group’s five members, Ken Kojima, Yoshinori Masakado, Seiya Suezawa, Richard Keita Kusama, and Masaya Sano, demonstrate their vocal and instrumental prowess. Their screen time alternates between vibrant intensity and deep black-and-white imagery.

My favorite moment in the video is a transition from black and white to colour that Suezawa makes with a strong punching/jump move. To be bling: It’s just a really cool shot! The video also highlights the group’s musicianship. While Suezawa is absolutely killing it vocally, Kojima is tickling the keys. Masakado is shredding on lead guitar, with Kusama keeping the beat with his base and Sano absolutely in his element on the drums.

What the serious look and feel of the video can’t hide is the pure, unadulterated joy and love these guys have for what they’re doing. Their passion for performing is palpable, making the audience feel their excitement and love for music.

In short, it’s a fantastic debut that sets an incredibly high bar. I can’t wait to see what happens next!

You can purchase 《A》BEGINNING wherever Japanese music and movies are sold, including CD JAPAN

There will be more  Ae! group soon so… 

Stay Tuned!