On Reunion & First Major-Label EP ‘Amethyst’

Stepping into a new phase with their major-label debut, REIRIE — the duo comprised of RIE (Rei Kuromiya) and REI (Rie Kaneko) — are moving forward with renewed momentum. The two first performed together in the same group before going their separate ways, only to reunite after roughly five years apart. Soon after reconnecting, they launched REIRIE.

Reflecting on how the pair came together and the unique bond they share, they spoke to Billboard Japan about the full scope of their first major-label EP Amethyst and the thoughts behind each track.

First, could you tell us how REIRIE began as a unit?

RIE: We originally performed together in a group called LADYBABY but ended up going our separate ways at one point. Then about five years later we reconnected, and it was like, “Yeah, it has to be the two of us,” so that’s how REIRIE formed. Right?

REI: Nothing to add. [Laughs] Exactly what she said.

RIE: There are so many different kinds of groups out there, but honestly, we don’t even really feel like we’re “doing a group.” It’s more like we just want to be together, and the music and live shows naturally fall into place around that.

It sounds like there’s a very fateful bond between you two. Going back further, could you tell us about how you first met?

RIE: It really felt like we were destined to meet. It wasn’t like becoming friends with a classmate at school because you get along. We first met in an elevator at an event venue. I was lost, and REI happened to be there. When I spoke to her, she kind of glared at me. [Laughs]

REI: [Laughs] I really wasn’t glaring at you.

RIE: But something about her presence and reaction completely got me. Not just in a visual way, but overall I thought, “She’s so cute.” And that was before I knew anything about her!

So it wasn’t only REI’s striking visuals, but you also picked up on something else.

RIE: Exactly. Her whole existence was totally my type. It went beyond something typical like admiring a boy who runs fast. The moment we met, it was like a shock went through me. After that I was always tagging along behind her, going, “REI, REI.”

From your side, REI, that must have been quite an intense approach off the bat.

REI: I was basically like, “What is this girl…?” I was on guard. [Laughs] RIE had this slightly performatively cute vibe going on at the time — I’d turn around and she’d be smiling, then she’d switch to a worried face out of nowhere, then smile again, that sort of thing. I had no idea what she was thinking. That was my first impression.

What was it like when you reunited after five years?

REI: Purely by coincidence, we both happened to be in Shibuya the same day. A mutual acquaintance told me, “RIE is doing an event nearby, she says we should come.” I hadn’t seen her in five years, so at first I wondered what we’d even talk about. But I figured maybe it was fate. I went to the venue where she was performing, and the first thing we did when we saw each other was shout “Yay!” and throw up double peace signs. [Laughs]

RIE: [Laughs] Yeah, “Yay!”

REI: The moment I saw that, I realized words weren’t necessary. Time had passed, but whatever flows between us hadn’t changed.

RIE: I never quite found the right timing to reconnect, but I’d always wanted to see her. More than being nervous, it just felt like, finally, we meet again.

REI: We exchanged LINE (chat app) contacts on the spot, and the next time we met it already felt like, “Let’s do REIRIE.” Not even “Want to try working together?” Just, “If it’s the two of us, of course we’re doing this.” “OK!”

RIE: The pull between us is like Dyson-level suction! [Laughs] Not exactly magnet poles, but no matter how far apart we are, we get drawn back together.

REI: If you had to use an existing word, it’s probably “fate,” but to us it feels heavier, more unavoidable — kind of like carrying something bigger than ourselves. Even in our previous group we were practically a pair, and even after separating we snap back together instantly.

So it’s a one-of-a-kind bond that doesn’t quite fit friend, family, or romantic categories.

RIE: I guess you could call it being soulmates, but for me there’s always been a sense of not being able to resist being drawn to REI. Literally since the day we met. It’s not friendship, we’re not sisters, and it’s not romantic — it’s all of those things combined, but also something bigger than that, maybe?

REI: There probably isn’t a word for it yet, so we can’t express it. But whatever it is, that’s what REIRIE represents.

You’ve now stepped into a new field with your major-label debut. Has that changed how you approach pressure or music?

REI: In a way, we don’t really think of this as a job. With the major-label move too, it was basically, “Seems fun, maybe let’s try it once.” Of course our team works incredibly hard on numbers, sales, promotion and all that, but (RIE and I) don’t focus on it too much. REIRIE exists so the two of us can be together, and that stance hasn’t changed. We won’t push ourselves in ways that would break that.

RIE: Still, moving into the major sphere lets us give something back to our fans, which makes me really happy. I do want to show some kind of result. But at the same time, I sometimes wonder, “Are the label folks sure they want to keep up with us?” I’m deeply grateful they chose to work with us, but we see ourselves as embodying freedom and a certain precariousness, so if there’s something we don’t want to do, we’ll say so. The fact that the current team respects “REIRIE-ness” and lets us do what we want means a lot.

It sounds like you’ve built a strong trust relationship with the label team.

RIE: Even the things we want to do just because we want to do them get realized with “REIRIE-ness” as the starting point. It’s a really comfortable environment, and we’re able to express ourselves freely.

REI: Of course, when it’s time to work, we do it properly! If outside support expands what REIRIE can do, that’d be wonderful.

Your first major-label EP Amethyst feels like an explosion of REIRIE’s raw individuality. The opening track “BaD＝DoLL” that was pre-released in August is especially striking.

REI: It puts our rebellious spirit and slightly dangerous vibe right up front. The contrast between RIE’s shouts and her cute singing voice really comes through. This is probably the closest to our “default mental state.”

RIE: Yeah, pretty much our baseline. We’ve mostly worked with heavy sounds like this, so it was pretty easy to channel strong emotions directly into the music. Personally, I feel like I’ve lived outside the conventional path compared to what society expects, but there’s this core inside that never wavers, and I’m glad this song let me express that. I think people are often surprised when I shout, “Annoying as hell!” given how I look.  [Laughs] 

The closing track is “Aishiteyo.”

REI: There are strong lines in this song too, like “There’s no such thing” and “No way that’s true,” but underneath it all is a pure desire to be loved by someone. It’s a song that carries the parts of REIRIE we can’t always say honestly.

RIE: In my case, more than wanting to be loved, I first want to love. It’s like, “Let me love you — then will you love me?” As REI said, it really expresses REIRIE’s heart and the songwriter who wrote it is a genius.

All five tracks flow beautifully in sequence.

REI: We left the track order to our label team. I listened all the way through myself, and it really works. Starting with “BaD＝DoLL” and ending with “Aishiteyo” feels very REIRIE.

REIRIE has also drawn strong reactions outside of Japan, fueling anticipation for further global expansion.

RIE: When I look at the comments on our music videos, I see that a lot of people from overseas are checking us out. Knowing REIRIE is reaching someone somewhere out there in the world, not just in Japan, makes me really happy.

This interview by Yukiko Kawakura first appeared on Billboard Japan.