Racing into the Night of Creativity: Enter YOASOBI

Mar 27

9 min read

https://www.nme.com/the-cover/yoasobi-04-09-2023-3492650

Midnight Melodies and Product Epiphanies

The current top 10 J-pop songs on the US iTunes Store charts as of March 26, 2025

"In Bloom" by Lilas
"PLAYERS" by YOASOBI
"Idol" by YOASOBI
"Simple and Clean" by Hikaru Utada (one of my favorite singers!)
"The Brave" by YOASOBI
"Mayonaka no Door / Stay with Me" by Miki Matsubara
"Wind" by Akeboshi
"Shiawase No Recipe" by HIRAIDAI
"REVIVER-Lv.1007" by SennaRin
"Monitoring" by DECO*27

Late Night Retrospection

It’s 12:45 AM. YOASOBI’s “Yoru ni Kakeru” floods my room while I'm frustrated as I grind away at trying to kill Maliketh in EldenRing while sipping on my glass of champagne. A restless heartbeat of synths and story. In that quiet moment, as I race into the night alongside their music, I feel the same electricity that sparks when I’m deep in a late-night coding session or polishing a product idea. I die for the 100000 time and pause to reflect. My game play was unintentionally mimicking the flow of the music instead of the Maliketh's dance.

The Japanese duo’s songs have a way of making my pulse quicken and my mind drift. Their melodies carry me through emotional highs and lows much like the rollercoaster of developing a new product. As the chorus hits, I realize: listening to YOASOBI isn’t just entertainment. It’s a masterclass in creativity and product development disguised as pop music. Each track is a story turned into sound, and within those stories lie lessons on iteration, empathy, teamwork, and innovation. YOASOBI’s creative journey resonates with me on a personal level, stirring feelings of excitement and courage. The same feelings that fuel great product management.

In this article, I’ll explore how YOASOBI, the phenomenal J-pop duo composed of producer Ayase and vocalist Ikura, craft their music, and how their evolution as creators mirrors the principles of effective product management.

From the meaning behind their name to the making of hits like “Yoru ni Kakeru,” “Gunjou,” “Tabun,” “Idol,” and “Encore,” we’ll dive into their story. By the end, we’ll cook up a “Product Development Recipe” inspired by YOASOBI’s model, a blend of storytelling, experimentation, and heart that any innovator can savor. So plug in, turn the volume up, and let’s race into YOASOBI’s world to find inspiration for our own creative projects.

Nightlife, Narrative, and a Novel Concept

What exactly is YOASOBI?

The name itself holds a clue. In Japanese, yoasobi (夜遊び) refers to “going out at night and having a good time,” essentially “nightlife”.

Ayase and Ikura adopted this moniker because YOASOBI began as a side project, almost like their musical moonlighting after dark. In fact, both members had their own careers (Ayase as a Vocaloid producer and Ikura as a singer-songwriter) and saw YOASOBI as an after-hours creative playground. As their fame grew, that “nightlife” project became a main act. “It’s no longer moonlight. It’s like sunshine,” they’ve said, noting that what started 50/50 with their day jobs is now an equally vital part of their lives. The playful spirit in the name still rings true, but YOASOBI is no mere hobby anymore. It’s a phenomenon born from passion and play.

More than just a cool name, YOASOBI carries a mission that sets them apart: they are famously known as the “unit that turns novels into music.”

In other words, storytelling is their DNA!

The duo’s entire concept revolves around taking written stories, short novels, poems, even letters, and transforming them into songs. This one-of-a-kind premise (captured in their slogan “turning novels into music”) means that every YOASOBI track is essentially a tiny musical movie, complete with characters, emotions, and a narrative arc drawn from its source material. This approach of blending literature and music isn’t just a gimmick. It’s a goldmine of creativity!

By bridging two mediums, Ayase and Ikura unlock new ideas the same way an innovative product might combine technologies or disciplines in a novel way. Their identity as storytellers first and musicians second embodies values that are incredibly useful in product work: a focus on narrative and meaning, willingness to experiment across domains, and dedication to delivering an experience (not just a song or a feature) that resonates deeply with an audience.

When I think about product management, YOASOBI’s approach hits home. Great products often start with a story. A user’s story or a vision of how life could be better.

YOASOBI literally starts with a story for every song, ensuring the why is front and center. Their name’s ethos of nighttime fun also reminds me that creativity often flourishes when we play, unafraid of the dark or the unknown. It’s a reminder that whether you’re writing a chart-topping song or building a groundbreaking app, staying true to a core concept and having fun with it can lead to something magical.

From Unknown Duo to Record-Breaking Hits

YOASOBI’s rise in the music world has been meteoric. Here’s a timeline of their formation and key releases that chart their evolution from an idea into a record-breaking act:

2019

A project is born. Producer Ayase is approached by Sony Music with a novel idea. Create songs based on short stories submitted to their online platform Monogatary. Ayase, who had been uploading Vocaloid tracks online, is intrigued. He discovers a young singer Ikura (real name Lilas Ikuta) on Instagram, captivated by the warmth in her voice. In October 2019 they form a duo, YOASOBI, almost in secret. Then in November, they quietly upload their debut track “Yoru ni Kakeru” (Racing into the Night) on YouTube. It’s an adaptation of a short story about love and death, and its music video immediately attracts attention. Racking up millions of views within months. By December 15, 2019, the song is officially released and begins its astonishing climb. Little did they know, they had a viral hit on their hands.

2020

Viral success and rapid output. As “Yoru ni Kakeru” explodes (eventually becoming the #1 song of 2020 in Japan and the first ever to be certified Diamond for streaming), YOASOBI gets to work releasing more story-based songs. “Ano Yume o Nazotte” (Tracing That Dream) drops in January 2020, based on another contest-winning short story. In May, “Halzion” follows. Their first tie-in with a professional novelist, written for an energy drink commercial. The summer brings “Tabun” (Probably) in July, born from a story that won YOASOBI’s own contest.

By September, they release“Gunjou” (Ultramarine), a vivid track inspired by the art-themed manga Blue Period, featuring chorus vocals from Ikura’s bandmates and used in a Bourbon chocolate ad. In December 2020, as their fifth single “Haruka” comes out, YOASOBI makes their first TV appearance on Japan’s famed New Year’s music show (Kōhaku Uta Gassen), performing “Yoru ni Kakeru” for a national audience. Notably, all this happened without a single CD release. YOASOBI was a digital-native act, thriving on YouTube and streaming alone.

2021

Expanding their story universe. YOASOBI kicks off the year with the release of their first EP The Book on January 6, 2021. This collection compiles their hits and adds a new song “Encore”, based on a short story about the end of the world and a farewell song (which even got featured in a Google Pixel phone commercial). At the same time, the duo ventures into anime soundtracks. Their songs “Kaibutsu” (Monster) and “Yasashii Suisei” (Gentle Comet) become the opening and ending themes for the popular anime Beastars, introducing YOASOBI to anime fans worldwide.

As live music slowly returns, YOASOBI finally get to perform in person. In December 2021, they hold their first live concert with an audience at the legendary Nippon Budokan, in a show aptly titled “Nice to meet you.” By the end of 2021, they’ve also released a second EP, The Book 2, collecting that year’s songs, and are honored as one of Japan’s top artists. MTV Japan even crowns them Artist of the Year. What a journey from their humble debut barely two years prior!

2022

New stories and stepping onto the world stage. This year YOASOBI undertakes a special project called Hajimete no (The First Time), collaborating with four award-winning novelists to create songs about first experiences. They release a series of tracks. “Mr.”, “Suki da”, “Umi no Manimani”, “Seventeen”, each based on a novelist’s tale, later compiled into their Hajimete no EP in 2023. At the same time, YOASOBI’s popularity continues to soar.

In October 2022, they drop “Shukufuku” (The Blessing), the opening theme for the new Gundam: The Witch from Mercury anime, blending their story style with a legendary sci-fi franchise. The song quickly racks up over 200 million streams, proving their hit-making consistency. YOASOBI also reaches beyond Japan’s borders this year. In December, they perform at the Head In The Clouds festival in Jakarta and Manila, marking their first overseas concerts to the delight of international fans. YOASOBI’s world is growing bigger, but they’re still all about the stories that connect us.

2023

Global breakout with “Idol” and new horizons. If the past years established YOASOBI as J-pop superstars, 2023 is the year they go global in a big way. In April, they release “Idol”, the opening theme for the hit anime Oshi no Ko. The song is based on an original short story by manga author Aka Akasaka written just for YOASOBI, and it’s a tour de force, musically and narratively. “Idol” debuts at #1 on Japan’s charts and then does the unthinkable.

It climbs the Billboard Global charts, hitting #7 on the Global 200 and #1 on the Global (Excl. US) chart, the first Japanese song in history to do so.

Its music video becomes the fastest ever by a Japanese artist to reach 100 million views on YouTube. Simply put, “Idol” is a phenomenon, winning anime song awards and captivating listeners worldwide, even those who don’t speak Japanese.

Riding this wave, YOASOBI embarks on their first arena tour across Japan (the Denkōsekka Tour), and in August 2023 they perform in the US for the first time at Los Angeles’ Head In The Clouds festival. By October, they release The Book 3 EP, compiling their latest hits including “Idol” and other 2022–23 singles. As YOASOBI approaches their 5th anniversary, they’ve gone from a niche project to one of the most internationally recognized J-pop acts, all while staying true to their storytelling roots.

Each step of YOASOBI’s timeline shows growth and exploration. From writing songs in a bedroom to headlining arena shows, from adapting amateur online tales to collaborating with famous authors, Ayase and Ikura continuously push their boundaries.

Yet, through it all, they have kept that original promise: every song starts with a story. For me as a product person, following YOASOBI’s journey is like watching a startup evolve into a unicorn. The core vision remains, but the scale and impact keep multiplying. It’s inspiring to see how a clear concept (novels into music) can be executed in so many ways without losing its essence.

Product Development Recipe: YOASOBI Dorayaki

Ingredients

Storytelling Foundation - 3 cups
Build a narrative that resonates with your users. Like how YOASOBI transforms novels into music, start by understanding the user’s journey and crafting a product that addresses real needs
Collaborative Synergy - 2 cups
Bring diverse perspectives to the table. Ayase and Ikura’s teamwork creates a harmonious sound that’s greater than the sum of its parts. Encourage open communication and trust within your team.
Cross-Disciplinary Creativity - 1 pint
Blend disciplines like music, literature, and technology. Similarly, great products combine insights from UX, engineering, and data to create something truly innovative.
Iteration and Experimentation - 2 tablespoons
Perfect through practice. Like YOASOBI fine-tuning a song through multiple demos, experiment with MVPs, test new features, and gather feedback to refine your product.
Emotional Resonance - 2 cups
Stir in a generous amount of empathy. Just as Ikura conveys deep emotion in her vocals, design your product to connect with users emotionally and solve problems that matter.
Surprise and Delight - 1 teaspoon
Add unexpected moments that wow. YOASOBI often surprises listeners with key changes or unexpected shifts. Look for opportunities to introduce delightful, engaging elements that keep users coming back.

Instructions

Start with Storytelling Foundation - Understand the user’s story and create a strong narrative to guide product decisions. Ground your vision in empathy and purpose.
Mix in Collaborative Synergy - Foster an environment where diverse ideas can collide and evolve. Encourage brainstorming and experimentation that mirrors YOASOBI’s creative process.
Add Cross-Disciplinary Creativity - Incorporate multiple viewpoints and skill sets to build a richer, more compelling product. Draw inspiration from different fields to unlock new possibilities. ( We dont do this enough as Product Managers! )
Layer with Iteration and Experimentation - Prototype, test, and refine. Like Ayase polishing a demo, continually improve based on real-world feedback to enhance the user experience.
Fold in Emotional Resonance - Create meaningful connections with users by addressing their needs and desires. Infuse moments of joy, empathy, and understanding throughout the experience.
Sprinkle in Surprise and Delight - Add engaging, unexpected touches that make your product stand out. Keep users curious and invested by introducing innovative elements.