With a combination of deathly cool and dark humour, the Japanese mannequin rap duo FEMM has found fans among teenagers and influencers worldwide. This highly artistic duo has adopted cutting-edge dance, mixed-reality XR technology and 3D avatars to create groundbreaking videos with avant-garde beauty that have been highly acclaimed in the United States and Europe.
FEMM’s breathtaking new music video of their brand-new single ‘Sugar Rush’ was released on March 17.
The title ‘Sugar Rush’ refers to becoming stuck in the perilously sweet molasses of love, losing all grip on reason and rationality.
It’s a love song, but a dark and dangerous one, with a bright 8bit electronic hook offset by FEMM’s cold and digitalized vocals, resulting in an addictive bittersweet tone.
The video adopts a luscious film noir visual style that evokes the darkness of love. It features a mesmerizing performance by the world-class unicycle dance troupe MIRACLE of the Kawasaki Watarida Unicycle Club. Dressed in sweeping ankle-length skirts and fishbowl helmets fitted with stardust fairy lights, these graceful droid-like “Sugarbots” are what the video’s director refers to as a “human special effect.”
Among these retro-futuristic mono-wheeled marvels, the two members of FEMM lead the dance to create an atmosphere that recalls the beauty and awe of ‘Alice in Wonderland, their stature as serious and imposing as the Queen of Hearts.
The video was directed by Ryo Noguchi, a U-min and WORLD ORDER member who has collaborated as a dancer and choreographer with world-famous artists such as will.i.am Missy Elliott and Marquese “Nonstop” Scott. As a filmmaker, Noguchi won the Outstanding Film Award at 2019’s GINZA SHORT FILM CONTEST for his film ‘Splendor.’ The cameraman and editor on ‘Splendor,’ Shuhei Yamada (HANABI), assisted Noguchi on the video for ‘Sugar Rush.’
Noguchi handled the choreography along with Makiko Izu and Nao Usui. Together they emphasized the distinctive smooth and speedy movement of the unicycles, enhanced by the high-precision control and rotation that is MIRACLE’s trademark. The result is so much more than simply a troupe of backing dancers: Integrated carefully with the members of FEMM, they help to form a remarkably refined, sublime work of multimedia art that is unique.
Last fall, FEMM released the darkly industrial electronic EP ‘404 Not Found’. Their musical collaborators included DaBaby/Lil Uzi Vert producer StarBoy and Rina Sawayama/100 gecs trackmaker Danny L Harle. Simultaneously, their videos were made together with Radiohead/The 1975 collaborator Weirdcore and pioneering cyberpunk photographer Liam Wong, who Syd Mead and Hideo Kojima have highly praised. With these works, FEMM has ridden the cutting edge of internet culture.
With ‘Sugar Rush,’ FEMM betray expectations once again. What remains consistent is FEMM’s goal to portray “a brand-new world that has never before existed,” where the boundaries between human and machine, virtual and reality, geographical borders and even language itself are blurred. Check out ‘Sugar Rush’ and witness FEMM as they take one step closer to a hyperpop utopia.
FEMM new single ‘Sugar Rush’
English information: https://jpurecords.com/femm
Latest EP ‘404 Not Found.’
01. Sit Down (producer: HABANERO POSSE)
02. Bury Me (with all my $$) (producer: YUA)
03. Peach (producers: Danny L Harle / Radical Hardcore Clique)
04. Play By The Rules (producer: Diana Chiaki)
05. Boss (producer: KM)
06. Level Up feat. Duke of Harajuku (producers: Star Boy / Loesoe / Radical Hardcore Clique)
‘Tic Toc’ music video:
Agents around the world can catch FEMM’s acoustic live stream series on Instagram every Friday night (US time) – full details can be found on their official Instagram account: https://www.instagram.com/femm____/
As a girls’ anthem with a darkly humorous message, mannequin rap duo FEMM’s acclaimed song ‘Fxxk Boyz Get Money’ found an audience with teens and influencers in the United States, quickly spreading around Europe, South America and Asia. FEMM’s debut album Femm-Isation brought Japanese female rap to a whole new audience, reaching the Top 10 of Billboard’s World Albums chart in the US.
In Britain, the Huffington Post highlighted FEMM in its ‘6 Acts to Watch in 2016’ list, and HMV included the duo in the Best Indie Albums section at its stores across the UK. FEMM has blazed a trail as acclaimed female rap artists at home and abroad through these global activities.
FEMM’s love of internet culture made them frontrunners of trends that are now sweeping the world, receiving praise for their reinterpretation of the 1980s and ’90s J-pop through a vaporwave filter. In 2020, they released their six-song EP ‘404 Not Found’, whose title refers to the error message that appears when a website cannot be found – alluding to FEMM’s brand-new sound that does not exist anywhere else no matter how hard you look. With their dark vision and aggressive musicality that rides the forefront of the hyperpop boom, FEMM is attracting attention not only from FEMM fans (known as Agents) but from music fans and media worldwide.