F  L  A  U  N  T

Japanese-Australian experimental dance-pop duo RHYME SO have released their wildly creative music video for “POSEABLE” via 88INFINITY. Well-suited for dancefloor mayhem, “POSEABLE” showcases the duo’s refreshingly unique, cutting-edge brand of dance music.

The video, which was partly shot in a capsule hotel in Tokyo, pokes fun at society’s compulsive obsession with digital validity, hopping from one Instagram-worthy pose to another. The visual includes a cameo from Mari Natsuki, the beloved Japanese actress known for her maternal roles in Studio Ghibli’s Spirited Away and the Japanese remake of Bewitched. Assuming the role of the tastemaking grandma, Mari embodies the song’s refrain “or grandma sends you home,” an ode to grandma’s unyielding sense of what’s good and what’s not.

Speaking with Flaunt, RHYME SO shared details from shooting their latest video, and a taste of what’s to come from one of music’s most fascinating enigmas.

Tell us a little about how RHYME SO came together? How did you guys meet and when did you start making music together?

True to my name I'll answer in rhymes I was thinking. We (SO and I) came together at a poetry event, funnily enough. I was writing dark truths about when I used to work for an insurance company. My lyrics inspired SO, so we hit the studio and the demos flowed….about four years ago.

RHYME - you have a very interesting background as a model, figure skater, and poet. When did you decide you wanted to focus on music?

That’s cool you think that, for a while even ordering juice with my name was embarrassing and I’d hideaway. I always strived to create, working on SONY ACID, music arrangement was my slate. Then I picked up saxophone in primary school— Lisa Simpson made me do it. I think she’s cool. Figure-skating was how I coped with my parents’ f’d up divorce. I took myself and paid for it for 7 years, I gave it full force. It taught me a lot, and I believe how I perform with my music is how I skate with my music, too. I was never gonna make it to the Olympics, but I knew something big would come from it if I pursued. I would love to do a full crazy Ice-skating music tour, I’m talking fake blood on ice. Like Marilyn Manson intense, where fingers get sliced. 

About modeling, my mum worked in the industry and said, “NO WAY YOU ARE MODELLING AS A TEEN.” So, I wasn’t allowed to follow it until I was eighteen. That’s when I started writing about what I saw of these young spoiled model girls whilst battling my inner secret craving of being in front of the camera, I hated it at the same time because I couldn’t get what I wanted, leaving me in a state of Samsara. I think it’s the way to realize all these attachments, which in itself is poetry. You feel this enhancement?

Shinichi - you have another very successful artist project as Mondo Grosso. How is making music as part of a duo different to making music as a solo artist?

When I create music, there is no difference in any project, and I am not conscious of separating each one as a different thing or changing the method. RHYME SO is a project of the two of us, so it will be a completely different work due to each other's influence.

Your music is so refreshingly unique, it's tough to compare you to anyone else. Where do you draw your inspiration from? Either musically or otherwise.

Wow thanks! I mean, just that is enough, It’s our goal to sound like RHYME SO, different, sometimes weird, but banging and tough! We both come from different generations, background and sound taste, so we are challenging that by open embrace. Personally I like hard rock, experimental, Bowie and 808 Fuzz Booms. Trust me, it gets weird when we are in the same room. 

Tell us a little about your creative process: what typically comes first, the music/beat or the lyrics/vocals?

Now we are in the RHYME SO ROOM, are you ready FORRRRRRR….. Nah, we the most grounded when we sit on the floor. Usually it starts with an Idea, a social or economic problem in discussion, then we write a song about it with precise melodies and percussion. For example; we were sick and tired of lame fashion bloggers and influencers, so we wrote the song “Fashion Blogger.” Then all these posers and modern pop music being so awful came “POSEABLE”— a grandma throat croaker.

What does POSEABLE mean to you? What message are you sending?

(RHYME steps out of Poetry for a second) There’s a few different themes in this song and take it how you will. But one time I watched this video ‘Why is modern music so awful.’ At about the same time it was released I wrote my first notes on POSEABLE. It talks about how lyric intelligence is downgrading and the emphasis on mere exposure effect and adlib to secure a “catchy, repeatable hook” because in pop music (not all but mostly) labels want to sign you if your music is guaranteed to succeed and lock in streams (i.e. have followers and fans already). 

But then what happens to new talent who focus on their craft and don’t know how to do social media platform pushing? These big cats give it to already existing social profiles who are experts in marketing, not in songwriting. I truly believe, first and foremost the fans, but a good team and actually great music press (LIKE FLAUNT) are the reason artists break and are given a go. It’s scary to deal with posting schedules and video liners and comment caption ideas. Man, honestly it’s a whole different brain compared to just making music. Working with the fantastic team in AVEX in Japan has been challenging, especially with language and processes, but I’m working really hard on speaking and learning the practices. In fact, it’s been so wonderful and turned out more supportive than anything. I really respect 88Rising (and 88INFINITY) for giving this project a chance with AVEX, it gives me hope for new artist projects and long ventures into music. I trust we can be more than just a ‘Pose-able’ temporary same same act. Because if we are acting, Grandma will know and she will send us home. 

How did the music video concept come together? Why did you want to shoot it in a capsule hotel?

First up, how cool does the capsule hotel look!? I’d never seen one with my real eyes, only in a tourist book. It was the idea of our fabulous Tamayu, who associated it with Iconic Tokyo. We were totally on board with her idea, to this image we owe. After shooting we realised maybe, with the paranoid world of current, it feels like we could all be in a capsule. Maybe there’s an air to packaging and containing this timing, away from overdone hassle. 

Was it a challenge pulling off an elaborate video shoot during the pandemic?

Hmm, not so much for me. But our director was off set for reasons of “compliance” command keys. We definitely screwed up a lot of shots without his expertise and guidance on set. So, we had a lot of fights after it. We spent more hours editing than shooting. It was kind of funny in hindsight, so luckily it came to light.

We also adore your previous video Fashion Blogger! Can we expect these wonderfully creative videos for all your future singles?

YAYA LIKE LIKE LIKE LIKE LIKE LIKE!!!!!!!! We hope to ‘clone’ that video for sure. Skating with MILK was shiny and fabulous like sequin couture! 

What is your dream music video scenario if you had an unlimited budget?

Damn, unlimited… Let me see. Well, I really like zero g. So, filming a trip in a rocket to the moon would be rather glee! We’ve got this one song that’s all about going to space, including Tesla references, a true e-l-e-c-t-r-o-n-i-c coup de grace. Then put some Steven Greer style cosmic disclosure, and get whoever is filming Billie Eilish’s composure. I’d also love to hire a whole stadium full of our tribe, light candles and meditate on some sort of vibe.

What's next for RHYME SO? Any plans to tour outside of Japan anytime soon?

We now have two albums in the fountain, and preparing for getting it out there. Our fans have been so patient, we want to give it the right care.