First Love is Never Returned Unveils New Mini Album, MV, and Label Launch

“Honestly, We Used to Hate the Suits at Major Labels” — First Love is Never Returned

Release Date: 28 May, Wednesday

Release Time: 00: 00 (Local Store Turn)

Type: Mini Album

Focus Track: Our March 僕らの行進曲

Language: Japanese

Genre: Pop

“Honestly, we used to hate the suits at major labels,” says First Love is Never Returned, but now, the Sapporo-based band – known for their emotional honesty and relentless DIY spirit – is stepping boldly into a new chapter.

Today, they announce the release of their third mini album POP OUT! III, unveil the music video for the lead track “Our March 僕らの行進曲”, and reveal the launch of their new label HEiLO RECORDS in partnership with avex.

Led by vocalist, keyboardist, and guitarist Kazuki Ishida – who spent formative years studying music in New York – the five-piece band has built their career far from Tokyo’s bright lights. Since restarting their activities at the end of 2022, FLiNR has drawn attention for their grassroots momentum: a spot in Spotify’s “Early Noise” lineup, performances at major festivals like RISING SUN ROCK FESTIVAL and VIVA LA ROCK, and a sold-out debut headlining tour—all achieved while living and working in Sapporo, managing day jobs and carefully rationing vacation days.

Their latest release, POP OUT! III, is a vibrant, seven-track mini album that marks both a continuation and evolution of their sound. While previous works were penned entirely by Ishida, this release sees guitarist/keyboardist Keita Kotakemori and guitarist Arata Yamamoto contribute songwriting duties on tracks five and six, respectively, expanding the band’s sonic palette with even more personality and creative chemistry.

The album’s lead track “Our March 僕らの行進曲” is a triumphant, emotionally charged anthem that channels the quiet frustrations of being overlooked – a theme drawn from the band’s own years of playing in the shadows of the mainstream. Wrapped in uplifting pop arrangements with surprising jazz and musical theatre touches, it captures the bittersweet beauty of persisting in the face of indifference. Strings performed by BIGMAMA’s Mao Higashide add rich emotional depth, while the music video – directed by fellow Hokkaido native Shinya Sato – visually amplifies the track’s themes of defiance and hope.

But the release is only part of the story. With” POP OUT! III, FLiNR also announces the launch of HEiLO RECORDS, their new label formed in collaboration with avex. The name, derived from the Japanese words 緋色 (“scarlet”) and 緋色草 (“scarlet pimpernel”), symbolises emotions that bleed through colour and a deep sense of familial love. And for a band that has spent years building everything with their own hands, the label’s formation marks a significant, and deeply personal, step forward.

In their own words, the band shares:

“We’re still just regular people living in Sapporo. We work day jobs, juggle time off, and chase music late into the night. For the longest time, we played in small venues without anyone noticing. We saw friends treated unfairly, and we ourselves were dismissed or mocked by people in the industry. Honestly, we hated the suits at major labels.

That’s why we chose to go DIY. We only ever leaned on people who genuinely loved us. But then, a funny thing happened – some of those so-called ‘industry adults’ kept showing up. They came to live houses again and again. Even when we gave them the cold shoulder, they didn’t give up. Eventually, after many conversations and a few too many drinks, we realised something: maybe we could trust them.

They happened to be from avex. But this decision wasn’t about trusting a company – it was about trusting people. And that’s how HEiLO RECORDS was born.”

POP OUT! III is the third chapter in a series that FLiNR says reflects their freest, boldest take on what pop music can be. It is a documentation of growth, of stubborn optimism, and of refusing to disappear. As they look toward their upcoming summer tour and beyond, the band offers this message:

“We hope this music finds you. We hope it reaches someone who needs it. This isn’t a flashy major debut. It’s the story of a band that works during the day, plays under dim lights at night, and keeps marching forward. If even one person hears our songs and feels less alone, that’s enough. Until then, we’ll keep walking – step by step, chord by chord.”

From the heart of Sapporo, from their home stage at VyPass., FLiNR invites the world to join them on the next part of their journey.About First Love is Never Returned

First Love is Never Returned (FLiNR) is a five-member band based in Sapporo, Japan, blending R&B with contemporary pop influences. Known for their powerful and emotional vocals, FLiNR has made an indelible mark on the music scene since their debut. After a hiatus during the pandemic, they came back stronger, gaining widespread attention through viral media and key festival appearances. With a unique sound that mixes catchy pop melodies with emotional depth, FLiNR aims to become a leading force in the future of Japanese pop music.

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