SKY-HI is a rapper, producer, and CEO of BMSG, bringing innovation to the music industry. He transcends the boundaries between mainstream and underground, carving out his own path with a free-spirited stance. On his wrist, he wears a Bell & Ross watch inspired by aviation instruments. It has a high-end yet light appearance. What is the reason behind the resonance between these two cutting-edge figures?
Text by Yukaco Numamoto
Edited by Takashi Tsuchida
Edited by Takashi Tsuchida
[Article published on January 2, 2025]
SKY-HI carves out his own unique world with his free-spirited approach
SKY-HI, a member of the mixed-gender dance and vocal group AAA (Triple A), is also a singer-songwriter who previously headed the indie label BULLMOOSE and is active as a track maker under the name SOURCEKEY. Not limited to one style, he is a challenger who is breathing new life into the music industry with his unique stance that is unlike any other artist to date.
This attitude was symbolized by "THE FIRST," an audition to discover a boy band, which he personally invested 1 million yen in in 2020. At the time, he was concerned about the current situation in Japan where talented musical talent was being lost to the K-pop market, and wanted to create a place where such talent could flourish, so he founded the management label "BMSG."
After the seven-member unit "BE:FIRST" was formed after a six-month audition process, BMSG achieved a net profit of 2 billion yen in just its fourth fiscal year. Their skills have attracted attention not only in the music industry but also in the business world.
SKY-HI admits he was worried about using his own money to audition, but underneath it all was an unwavering passion for the music industry. "In terms of the Japanese entertainment industry, the music industry, and also my own physical and mental health, I felt that if I didn't do this, it would be all over," he says in an interview, conveying his determination and strong sense of mission.
From his Johnny's Jr. days to AAA and then to becoming a manager
SKY-HI's musical career began in an unexpected way. He sent his resume to Johnny & Associates when he was in junior high school, and even spent some time as a Johnny's Jr. He eventually developed a strong interest in rap, and after auditioning for Avex, he made his major debut as a member of AAA in 2005. He steadily built his career while also working as a backup dancer for artists belonging to the same Avex group.
AAA has been on hiatus since the end of 2020. As the spread of COVID-9 led to the voluntary halt of various musical and entertainment activities, SKY-HI decided to live stream from his home. Then, on September 26, 2020, during a live stream from his parents' home, he announced the establishment of his talent agency, BMSG Co., Ltd., with the slogan "To prevent talent from being killed." Even in these difficult times, or perhaps especially in these difficult times, his drive to create a place to nurture new talent is remarkable.
With various music events being prepared towards the end of the year, SKY-HI is sure to be busier than ever. He has already been confirmed to appear at "COUNTDOWN JAPAN 25/26" and other events, so keep an eye on him!
Growing up in an aviation family led to a connection with Bell & Ross
Despite his busy schedule, SKY-HI has posted photos of himself enjoying his Bell & Ross watch on his Instagram. In this photo, he is wearing the amber-colored "BR05 GMT AMBER," which was released in Japan in a limited run of 99 pieces, paired with a knit sweater in the same tone as the dial, creating a relaxed mood.
His father is a former pilot and his mother a former cabin attendant, and as a child he has fond memories of taking his father on small planes, so the Bell & Ross store, which is inspired by aircraft, must have been a space he felt particularly close to.
The BR 05 GMT AMBER: A watch that keeps up with the times
Automatic movement (Cal. BA325). 28,800 vph. Power reserve: approximately 42 hours. Stainless steel case (diameter 41mm, thickness 11.07mm). Water resistant to 100m. Limited to 99 pieces in Japan. Price: 682,000 yen (tax included, at the time of release).
The "BR 05 GMT AMBER" worn by SKY-HI is a model released exclusively in Japan in 2022. It features a color scheme that combines amber, a traditional Japanese color, and its calming yet vibrant color scheme truly embodies the Japanese aesthetic.
The BR series was introduced in 2005. Its distinctive square case, inspired by aviation instruments, houses a round dial, and its four-corner screw-fastened design exudes a unique character that is instantly recognizable. Its military flair is complemented by a sophisticated, urban vibe, making it the brand's core collection. It's also noteworthy that it has continued to capture the hearts of many fans without changing its basic design codes for many years.
SKY-HI once said, "It's partly due to the mood of the times, but now when I enjoy fashion, I'm conscious of creating a sense of openness and lightness without overpowering others. However, openness and lightness go hand in hand with frivolity, so it's difficult to strike a balance. In that sense, this watch has the weightiness of a high-end watch, but also a refreshing feel..."
This comment shows that he has a strong affinity with Bell & Ross. Moreover, the dial design, reminiscent of aviation instruments, overlaps with his own roots. This may be a deep connection that goes beyond simply choosing a watch.
The BR series and SKY-HI are keenly aware of the trends of the times while remaining true to their own unique style. Their ways seem to resonate with each other. They walk the mainstream but are never heavy, exuding a refined lightness.
It is perhaps inevitable that they would be attracted to each other, as they are both at the forefront of the times in every aspect.
