For decades, the entertainment agency Johnny & Associates has been the kingmaker of Japanese boy bands. When one of its key acts, Arashi, announced it would go on hiatus at the end of 2020, speculation buzzed: Who would take the mantle as Japan¡¯s newest pop powerhouse?
For many, the heirs apparent are obvious: a five piece known as King & Prince. Since its debut in 2018, the act has been at the forefront of a new generation of Johnny¡¯s talents, one that is acclimating to a digital world that the company had previously eschewed.
In May and June of this year, King & Prince launched their own , and accounts, a striking departure from the agency¡¯s restrictive attitude toward social media and a move that was embraced by the group¡¯s members: Sho Hirano, Yuta Jinguji, Yuta Kishi, Ren Nagase and Kaito Takahashi. While the posts are curated to promote the group¡¯s songs, appearances and performances, there is an aspect of ¡°behind the scenes¡± access that feels candid, personal and totally novel for a Japanese fan. In an effort to reach non-Japanese fans, many of the captions on the group¡¯s Instagram are written in English as well as Japanese.
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