Japan’s Hip-Hop Stars Creepy Nuts On Their Surprise Mega-Hit — And Their Vision For Their Future

As Billboard Japan unveiled its 2024 year-end charts, the hip-hop duo Creepy Nuts — rapper R-Shitei (also known as R-rated) and DJ Matsunaga — land the No. 1 song of the year for the country, with their mega-hit “Bling-Bang-Bang-Born” taking the top spot on the all-genre Japan Hot 100 chart (which applies six metrics to songs: physical sales, downloads, streaming, airplay, video views and karaoke). The high-octane track also tops the year-end Global Japan Songs Excl. Japan ranking by a huge margin after holding the No. 1 position for 24 weeks, the longest ever in the history of the chart that ranks songs from Japan that are listened to internationally. In total, “Bling-Bang-Bang-Born” has dominated 12 year-end Billboard Japan roundups.

Amid the song’s success, Creepy Nuts have stayed extremely busy, traveling the world for festival performance dates while working on their new album. Billboard Japan caught up with the two artists as they wrapped their whirlwind year.

How do you feel about the success of “Bling-Bang-Bang-Born” on the year-end charts?

DJ Matsunaga: It kind of hasn’t really sunk in yet.

R-Shitei: Yeah, it’s like my brain hasn’t been able to keep up at this stage. I’m like, “Oh… Awesome…” (Laughs.) … Compared to the first half of the year, the reaction to our shows [helps bring it into perspective]… But I think we’re a lot more confused about it all than people might think.

DJ Matsunaga: It’s still hard to believe we’re at the top of any kind of ranking. (Looks at R-Shitei.) Right?

Still, after “Bling-Bang-Bang-Born” became a global hit, your follow-up track, “Otonoke,” continues to do well: On Billboard’s World Digital Song Sales chart, it reached No. 1 five times (on the charts dated Oct. 19, Nov. 2, Nov. 16, Nov. 23 and Dec. 14). You’ve been on a roll in 2024.

DJ Matsunaga: Wow…

R-Shitei: That’s amazing. Both “Otonoke” and “Bling-Bang-Bang-Born” were written around the same time. We were working on the former when we had no idea that the latter would become such a hit. “Bling-Bang-Bang-Born” is a work we’re really proud of, but when we were making those songs, “Otonoke” was the one we felt the most confidence in. So when the year started and “Bling-Bang-Bang-Born” became pretty popular, I was like, “So people seem to like this a lot,” and “Well, we’re really proud of ‘Otonoke,’ too” when we released it. So I’m genuinely happy to see that people seem to accept “Otonoke” as well.

DJ Matsunaga: [The chart results are] too much of a blessing, so I don’t think it’s right to use it as a precedent…

R-Shitei: That’s true. It’s hard, isn’t it? Rankings can be both a source of encouragement and poison for artists.

DJ Matsunaga: For real.

R-Shitei: We’re happy and grateful, but don’t want to focus too much on that… Our goal isn’t to do well on the charts. It’s to keep updating our own definition of “good.” We’re making new songs with that in mind, too.

“How do you interpret chart rankings?” is a question we often ask various artists. In a recent interview, Ayase from YOASOBI said he’s now working with “a really fresh feeling” after becoming the No. 1 Artist of the Year on Billboard Japan’s Artist 100 ranking in 2023 with “Idol,” because a weight has been lifted from his shoulders.

R-Shitei and DJ Matsunaga: What?!

DJ Matsunaga: The way he approaches music is completely different. When I first started out, it felt like the notion of making enough money to get by by doing hip-hop was just a pipe dream, so being able to make a living from hip-hop and quitting my part-time job was a huge weight off my shoulders. (Laughs.) Like, I don’t have to be chasing my dream while working part-time in my 30s, you know?

R-Shitei: That’s normal, and I’d still like it regardless, so I was vaguely thinking that I’d be doing hip-hop [like that in my 30s] when I first got started.

DJ Matsunaga: Yeah, we have proper respect for those who keep at it while working part-time jobs in their 30s.

R-Shitei: When I was able to make a living doing music, I thought I was really lucky… Now when you look around, [many hip-hop artists in Japan] are making a living and there are even hit songs… all of this, including the fact that hip-hop is so popular in Japan, makes me really happy.

DJ Matsunaga: I really agree.

R-Shitei: We never planned to make songs that would be listened to around the world. It’s really just about expressing what we want to get out and releasing the pent-up [feelings] we’ve been holding in, basically.

Tell us a bit more about “Otonoke.” How did you go about making it?

R-Shitei: Usually, I get the beat from Matsunaga and add my rap to it, but this time, because we made it around the same time as “Bling-Bang-Bang-Born,” I was like, “I’ll go to a completely different place by extension of the same mindset.” I was in a period where I wanted to make songs using a fundamental rhythm as the key, rather than language. And I thought that a non-verbal rhythm like “Bling-Bang-Bang-Born” would be good. It was going to be the theme song for [the anime series] Dandadan, so I thought I’d try making it by using “Dandadan” as the starting rhythm, and decided to use the same rhyme as “Dandadan Dandadan” [in the intro] for the verse. I recorded something like scat that wasn’t really a language, sent it to Matsunaga and had him flesh out the track.

I see! So the rhyme came first.

R-Shitei: Right. So the sound that was going “Dandadan Dandadan” a cappella became more and more like language, and then it became a slightly slower melody, and then a more bouncy melody, and so on. The rhythm stays the same, but the flavor changes. I’d only imagined it as a straight line climbing up, but Matsunaga expanded it horizontally with the track. The scenery changes suddenly when you get to the bridge that goes “Haireta Haireta,” and it’s because he really opened it up there during the scat stage, adding that completely different development. And the lyrics changed to “Haireta” (“I’m in”) at that point. I thought, “This feels like I’ve ‘gone in.’ ” Like, if I were a “specter of sound (oto no ke),” a music monster, I’d probably enter people’s brains through their ears at the moment when the scenery changes suddenly. So, words also appear during our back-and-forth.

DJ Matsunaga: What was good about this time was that I had the a cappella version, where R had already gone the distance with the same rhymes and prosody, so I was able to add crazy development to the track. No matter how much I changed it, the rap maintains the same groove as it develops, so the song doesn’t fall apart at all. He’d given me that kind of guarantee first, so I was able to make bold developments that wouldn’t ordinarily have been possible. I mean, it’s possible to make [tracks like that] at any time, but it’s not easy to make something that works beautifully after it’s done, even if you intend to make it that way.

You appeared at festivals in the United States, South Korea and Taiwan this year. What was the response like?

R-Shitei: There were moments when I could tell people knew our songs and were responding to them, and that made me really happy. And of course I feel it when people are really grooving and partying. But I think we’re only starting to understand how people really feel about us.

DJ Matsunaga: The main reason is that we haven’t done any tours. We’ve only appeared in events so far. Each country is completely different, and the audience in each country is also completely different, so it’s not like we can compare them…

R-Shitei: We don’t have enough data yet inside ourselves, right?

DJ Matsunaga: It feels like we’re still at the entry level. Even if we were talking about Japan, festivals that you’re invited to perform in are irregular spaces.

R-Shitei: Yeah.

DJ Matsunaga: So we can only get a real feel for it by doing our own tours while performing in those invited events, then adding up and dividing them.

What is your vision for the future?

R-Shitei: To make things feel good to me from the end of this year and on to the next, I need to focus on the things that are right in front of me… I’m in the middle of making an album, so my mind’s still on that. Rather than any kind of vision, I’m thinking about what I should do with the next bar or the next line, you know? I mean, just now…

DJ Matsunaga: Yeah, we were talking about it for a long time just now [before the interview].

R-Shitei: Yeah! We were coming up with themes and ideas nonstop, so I guess that’s the biggest thing occupying my mind right now. That’s exactly my vision for the future.

DJ Matsunaga: Me too. Ninety percent of my private life is like that. (Laughs.)

R-Shitei: Also, my way of thinking might have reverted to the way it was before. While the content of our songs has evolved a lot and we’ve grown from around 2013 to 2014 when Creepy Nuts began, it’s like… I can’t find the right words to describe it. But if you listen to the album, you might understand.

DJ Matsunaga: It’s like we’ve gone back a decade. We’ll lose our social position.

Lose your what?

R-Shitei: (Laughs.)

DJ Matsunaga: Our social position will go down. (Laughs.) I mean, when you do work and stand in front of people and appear in the media and advertising… When you branch out from just making music and become involved with people in companies, you inevitably have to take on social responsibilities. Now that we’ve returned to a lifestyle focusing on music, it feels like the irresponsibleness that I had before is back.

R-Shitei: If the stages in our career had continued to visibly rise in an easy-to-understand way like from 2020 to 2022, and we’d kept busy, constantly appearing in the media and so on, I probably would have felt that I should only say proper things. I might have just ended up trying to say good things in my songs. But we stopped doing that and just focused on the music and our expression and the things we like. As a result, I figured I might be able to express the bad and ugly parts of myself in an irresponsible way, which is something I used to think about when I first started rapping. Because the thing that makes hip-hop interesting to me is how it allows you to express the dirty stuff in its raw form.

DJ Matsunaga: That’s true. Express bad stuff like it is.

R-Shitei: As a listener you go, “Dude shouldn’t be saying that!” but the way it’s so bad and crazy makes it exciting as hip-hop. And then there’s “Dude says some good stuff once in a while, doesn’t he?” (Laughs.) So it’s a balance. It’s hard to express succinctly, but we’ve evolved in certain ways while still being like, “No way, we’re no good at all to begin with as human beings.” It’s about being able to go, “So what?” and expressing that as well next time.

DJ Matsunaga: It feels like we’ve regained the courage to do that.

R-Shitei: Feels like we got it back, doesn’t it?

DJ Matsunaga: That’s so true! We got it back and somehow… I’ve found a balance. It’s more natural and I actually feel more level-headed now.