There’s nothing complicated about The First Take, and perhaps that’s why it has become an online hit. A notable Japanese musician enters a sparse room, banters with the crew and performs a song in front of a high-end microphone in one take.
This straightforward concept has resulted in a YouTube channel with more than 720,000 subscribers, and uploads that routinely reel in more than 1 million views. While it launched in November 2019, The First Take has emerged as a reliable source of entertainment during the COVID-19 pandemic, with new videos premiering every Friday night.
It also offers a snapshot of what Japanese listeners want from music in 2020. Slick, manicured pop is out and authenticity — or at least the veneer of authenticity — is in.
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