YOASOBI knows how to go viral. That doesnt mean they make music for TikTok.

While YOASOBI's 2023 hit "Idol," written for the anime Oshi no Ko, may seem like an unlikely candidate for internet success, it quickly became a viral sensation. The song's unique blend of musical styles and vocalist Ikura's ability to switch between voices made it a hit, with over 689 million views on YouTube and 588 million streams on Spotify.

However, the duo's producer and songwriter, Ayase, is not interested in writing specifically for the algorithm. He prefers a more balanced approach, aiming for 60% art and 40% commercial viability in his music. This unique position within the internet-native Japanese pop scene has allowed YOASOBI to create music that transcends boundaries, as seen in their collaboration with Overwatch, where they transformed a short story into a song, animated music video, and in-game content.

Ayase and Ikura may not have had an online childhood, but their relationship with the internet has become an intrinsic part of their music-making process. Their story reflects a broader cultural shift where using the internet to express oneself through music and find collaborators has become commonplace.