Sapporo-based band First Love is Never Returned (FLiNR) has never been one to follow the expected path. Known for their raw emotional honesty and fiercely independent spirit, the five-piece group is now stepping into a thrilling new era—one that includes their third mini-album, POP OUT! III, a striking new music video, and the launch of their very own label, HEiLO RECORDS, in partnership with avex.
From DIY Roots to a New Chapter
“Honestly, we used to hate the suits at major labels,” admits FLiNR. For years, the band built their career far from Tokyo’s glitzy music industry, operating on sheer passion, relentless hustle, and a deep connection with their fans. Now, with POP OUT! III, they’re proving that staying true to their roots doesn’t mean staying small.
Led by vocalist, keyboardist, and guitarist Kazuki Ishida—who honed his craft studying music in New York—FLiNR has steadily risen through Japan’s indie scene. Despite balancing day jobs and limited vacation time, they’ve achieved remarkable milestones: securing a spot in Spotify’s “Early Noise” playlist, performing at major festivals like RISING SUN ROCK FESTIVAL and VIVA LA ROCK, and selling out their debut headlining tour—all while remaining based in their hometown of Sapporo.
POP OUT! III: A Burst of Growth & Defiance
The seven-track mini-album is their most dynamic work yet. While previous releases were solely written by Ishida, POP OUT! III sees guitarist/keyboardist Keita Kotakemori and guitarist Arata Yamamoto contributing songs, adding fresh layers to their sound.
The lead single, Our March 僕らの行進曲, is a rousing anthem for the overlooked. Blending uplifting pop with unexpected jazz and musical theater flourishes, the track transforms frustration into triumph. The music video, directed by Hokkaido-native Shinya Sato, amplifies the song’s themes of resilience, while guest strings from BIGMAMA’s Mao Higashide add emotional depth.
HEiLO RECORDS: A Label Born from Trust
More than just an album release, POP OUT! III marks the birth of HEiLO RECORDS, FLiNR’s new label under avex. The name—inspired by the Japanese words 緋色 (scarlet) and 緋色草 (scarlet pimpernel)—symbolizes passion and familial love.
In a candid statement, the band reflects:
“We’re just regular people in Sapporo—working jobs, squeezing in rehearsals late at night. For years, we played to empty rooms, watched friends get mistreated, and scoffed at industry ‘suits.’ That’s why we went DIY—we only trusted those who truly cared. But then, some of those ‘industry adults’ kept coming to our shows. Even when we ignored them, they didn’t walk away. After countless talks (and drinks), we realized: maybe we could trust them. They happened to be from avex. But this wasn’t about a corporation—it was about people. That’s how HEiLO RECORDS was born.”
A Message to the Listeners: Keep Marching
POP OUT! III is FLiNR’s boldest statement yet—a testament to growth, defiance, and the refusal to fade away. As they prepare for their summer tour, the band leaves fans with this:
“We hope this music finds you. This isn’t a flashy major debut—it’s the story of a band that works by day, plays by night, and keeps moving forward. If even one person hears us and feels less alone, that’s enough. Until then, we’ll keep walking—step by step, chord by chord.”
From the dimly lit stages of Sapporo’s VyPass. to the world beyond, First Love is Never Returned invites you to join their march.
About First Love is Never Returned
FLiNR is a five-piece band from Sapporo, Japan, blending R&B and contemporary pop with powerful, emotive vocals. After a pandemic hiatus, they returned stronger than ever, gaining traction through viral buzz and major festival appearances. With their infectious melodies and heartfelt lyricism, FLiNR is carving their place as a defining voice in Japanese pop.
Adreena is a writer from Nagano, Japan, but is now residing in Singapore. She mostly writes music news and reviews, but in her spare time, she likes writing fiction and poems.