From a boy fascinated by music through the screen of a 3DS to becoming a Bedroom Pop producer who created a viral phenomenon worldwide with the song Overdose... Today, "Natori," the young J-Pop artist, appeared in Thailand with a smile and an exclusive interview with Thairath Entertainment.
He took us back to the days when he quietly made music alone in his room, a time when no one paid attention but he was confident that “our music is the coolest,” and opened up about the background of his new single 'Puppet,' his burnout experience viewed as a close friend, and the deep love he has for the energy of his Thai fans!
Congratulations on the latest single 'Puppet' released on 12 June. The response has been very positive. Could you share the concept and inspiration behind the word 'Puppet,' and what you wanted to communicate to listeners and as a producer?
"Actually, I wrote this song without much thought (laughs). Initially, I secretly hoped it would be sung by idols, so I didn’t plan to sing it myself. I just imagined how a call-and-response would feel during an idol concert, then composed it. So, there’s no deep message or intention embedded. But since it was made primarily for live performances, I crafted it with the hope that everyone would have fun and enjoy the concert."
Does this song have any musical challenges or special features that differ from your previous singles?
"This time, I referenced a genre called 'Electro Swing.' Actually, in the earlier song 'Serenade,' I had already dabbled a bit with Electro Swing elements, but this time I intentionally stepped fully into the Electro Swing style. I aimed to create it in my own way as best as possible. Therefore, the groove and the pleasure of the synthesized sounds were points I paid special and meticulous attention to."
Fans know you grew up in the internet era and started making music in your bedroom (Bedroom Pop). What was young Natori like as a child?
"Since I was a child, my mother and siblings loved music, so I grew up surrounded by that atmosphere. For example, when singing karaoke, my family always praised my voice. I had experiences like that throughout, so I grew up as a boy who enjoyed playing music with the mindset that if I make music, people will praise me. I also remember often holding drumsticks and hitting the sofa pretending to play air drums. Those things were among the starting points that made me feel that music was really fun."
Which childhood environment or memory influenced your musical taste the most?
"It might not be a major event. When I was in elementary school, I got a Nintendo 3DS, which had YouTube built-in. I started watching since I was young. Because of that, I got exposed to the culture of 'Utaites' (online singers) and internet music, which nowadays would be called Bedroom Music. Watching those made me grow up admiring and being impressed by these idols. In a way, I think my current artistic identity was shaped and built from that point."
Before you seriously pursued music as a career, what was your ultimate dream?
"Well... honestly, I’ve always wanted to make music since I was a child. I never considered chasing dreams outside of music. I barely imagined a future without music. So, whatever path I chose, I’d still choose music."
Was there a turning point or any artist who made you feel, 'I must start writing my own songs'?
"As I mentioned earlier, I’ve always watched internet music on YouTube. Among those artists, I was influenced by internet musicians like Kenshi Yonezu and Tatsuya Kitani. When I saw the credits and realized they produced everything by themselves, it inspired me to want to try doing that too — to handle everything on my own. I admired them greatly as idols, feeling that I want to try doing that myself. That became a major turning point leading me to pursue music as I do now."
Looking back to when you first released demos or short clips on TikTok/YouTube, how did you feel? Were you worried or expecting anything as a new artist no one knew at that time?
"At first, no one listened. Almost no one paid attention. But back then, and even now, I always made music thinking that the songs I make are the coolest. (laughs) So I just thought that it’s just that no one has discovered me yet. Something like that. I think I’ve always made music with that kind of full confidence."
From making music quietly alone in a room to performing big concerts at Nippon Budokan and touring Asia, what was the biggest adjustment or sacrifice during this rapid growth?
"Well... talking about big changes, the biggest one is that many more people became involved with me. By 'involved,' I mean both the staff and all the fans who listen. At first, I had never performed live and felt like I was fighting an unknown number alone. But experiencing tours and performing at Nippon Budokan, when I realized that there are people dancing and crying with my songs, I felt it changed a lot. Also, the pressure and sense of responsibility to deliver good songs to those people changed greatly from before. It’s been a big transformation."
What kind of fans excite you the most when you meet them?
"Last year during my Asia tour in Korea (including Bangkok), I clearly remember being very impressed by the energy here. It was a fun and lively atmosphere unlike Japan. Our songs made people scream and helped make the hall vibrant. I thought, 'Are there really people with this much energy?' I love these kinds of fans very much, and those who directly express their love to me without holding back always move and impress me."
Undeniably, 'Overdose' (2022) is the life-changing song that introduced you worldwide and to Thai fans. From your perspective, what is the charm of this song that resonated globally and became a viral sensation?
"Honestly, I don’t really understand (laughs). But if we look back to 2022, it was a time when the world was coping with COVID and a lot of exhaustion. In that atmosphere, a song that doesn’t exaggerate emotions or rush rhythms but tells a gloomy story in a calm voice might have seemed unique, fresh, or interesting. But truly, I still don’t know and hardly believe it myself."
After rapid success with your first hit, high expectations must have followed. Have you ever faced pressure leading to burnout or creative blocks?
"I think it still happens continuously. There’s a lot to think about—both mentally and intellectually bearing resentment and pressure all the time. I keep doing concerts and making music, but when I wonder if I could still create good songs without these heavy feelings, I think probably not. So I consider this pain a 'necessary friend' (laughs). Now, I’ve learned to fight and coexist with burnout."
How do you handle these expectations without letting them destroy your passion?
"It may sound very basic, but I hold firmly to the feeling that no matter what happens, I will keep making music! In the past, I compromised a lot with others and in many things, but what I’ve always stood firm on without yielding is melody and music creation. I believe I have been driven by the unwavering spirit that I will never trade or lose this. Yes."
How do you feel after finishing writing a song?
"Feelings of arrogance or thinking that this is perfect, have decreased a lot."
Looking back from your first days to the present Natori, what is the biggest lesson music and fame have taught you?
"Before seriously making music, I often questioned, why do songs like this have so many listeners? Or I would complain about things I didn’t like all my life.
But when I started working professionally writing songs for people, I realized we need to open our minds to understand those things. Or you could say... we have to revisit the things we once disliked carefully. Because what we disliked has its own value and reasons for existing we hadn’t known. Realizing that we should look at and understand those things thoroughly was a major lesson for me."
If you could tell your past self one thing when you just started making music, what would it be?
"I just want to tell my past self that keep doing it just like that! Yes."
Besides your own music, you have produced songs for many talented artists (like Ado, Kobo Kanaeru, Tatsuya Kitani). What has working with others given you?
"Well... from a very positive perspective, I realized I actually enjoy writing songs for others much more. It made me think about the future not only as a singer but also that I want to create songs that others can beautifully perform. Having that experience makes me very happy to try."
Will your upcoming albums explore new directions or musical experiments that fans should watch for?
"Up to now, I’ve hardly challenged myself with slow songs like comfortable ballads. From now on, I want to seriously try making songs in that style. Another goal is to compose using Vocaloid, because that’s the musical root I’ve loved since childhood."
Coming to perform in Thailand, what about Thai fans impressed you so much that you exclaimed 'amazing'?
"They cheer enthusiastically for everything. When I add little playful touches during songs, they respond saying, ‘That’s amazing!’ or similar things. They react exactly as I hoped, which I really like about them. I hope to see that side again at tomorrow’s concert."
Since you’re in Thailand, what Thai food do you want to eat? Which dishes have you tried and liked? How did you feel tasting them?
"(Showing pictures on his phone) Fried sea bass with fish sauce and shrimp cakes—they’re very delicious. Personally, I like simple and straightforward flavors. Eating in Bangkok, I felt that while it might not be called 'the pure taste of ingredients,' savoring each ingredient carefully was a highlight and very tasty."
Is there any place in Thailand you want to visit? Why do you want to go there?
"I want to try a night market. Honestly, I didn’t know much about night markets before, but my team and friends invited me, saying, ‘It’s super fun! Let’s go!’ That’s why now I really want to visit."
Lastly, do you have a message for your Thai fans who have supported you all along?
"Thank you all for always listening to my music. From now on, I will try my best to create great songs to reach many listeners. So please keep listening a lot."
"Also, at the concert, we’ll dance wildly together, so I hope everyone has a great time before heading home. Please look forward to it."
The more-than-half-hour conversation with Natori revealed the true image of a young man sincerely devoted to his passion. He doesn’t see success as the end but as the first step in learning—handling burnout, opening up to things once disliked, and even simple joys like enjoying 'fried sea bass with fish sauce' in Bangkok.
Whether his musical path leads to relaxed ballads or back to his roots with Vocaloid, one thing remains unchanged: his confidence in his melodies. Thai fans are surely ready to "dance wildly" at his concert.
Thanks to the venue: Kimpton Maa-Lai Bangkok
Photo by: Kana Tarumi
