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The First Take

The First Take (stylized as THE FIRST TAKE) is a YouTube channel operated by , dedicated to showcasing musicians and singers performing songs in a single, unedited take within a minimalist all-white studio setting. Launched on November 15, 2019, the channel emerged as a fresh alternative to conventional videos by emphasizing raw, one-take authenticity under the motto "ONE TAKE ONLY, ONE LIFE ONLY," quickly capturing widespread attention amid the when live events were limited. It has since become Japan's most-subscribed channel, boasting over 11.5 million subscribers and more than 1,500 videos as of November 2025, while revolutionizing promotion through barrier-free artist collaborations across labels. The series features a diverse array of performers, including prominent J-pop acts like LiSA, MAN WITH A MISSION, and Juice=Juice, as well as international artists such as K-pop groups IVE, BABYMONSTER, and ILLIT, and even global icons like Harry Styles in special episodes. Episodes typically run 4–6 minutes, focusing on vocal prowess and emotional delivery with minimal production—using a single microphone and no cuts—often resulting in viral hits that boost artists' streams and visibility. Beyond its core format, The First Take has expanded into spin-offs like "REAL TIME THE FIRST TAKE" for live broadcasts, seasonal compilations, and original content series, solidifying its role as an influential platform that bridges traditional dynamics with .

Overview

Concept

The First Take is a music video series produced by Sony Music Entertainment Japan through GEEK PICTURES, where artists perform songs in a single, unedited take to capture the unfiltered essence of their music. The minimalist setup features an all-white studio designed to eliminate visual distractions, primarily equipped with a single central for vocal audio capture and high-resolution cameras that primarily utilize medium and shots to intimately frame the performers and their interaction with the instrument or , with additional microphones used for instruments when present. Central to the concept is the strict "one take" rule, prohibiting retakes, edits, or , which compels artists to deliver genuine performances that embrace imperfections and convey raw emotion, thereby revealing the song's core and the performer's . This philosophical foundation seeks to prioritize superior audio quality and the purity of musical expression over production embellishments, allowing viewers to focus solely on the artistry and the ephemeral moment of creation. Originating as a collaborative pilot project in late , the format was rapidly standardized following its launch in 2019, establishing the enduring framework that has since defined the series.

Production Format

The production of The First Take episodes emphasizes simplicity and authenticity, capturing performances in a minimalist studio designed to solely on the artist's vocal and . Videos are recorded in to ensure high visual clarity, allowing viewers to appreciate subtle nuances in the performers' movements and expressions during the live execution. Audio is using a single high-fidelity condenser , specifically the C-800G model, positioned centrally to record the artist's voice, without backing tracks and often without additional live instrumentation or with such elements to highlight raw performance. Lighting is kept minimal and neutral, utilizing soft, even illumination to preserve the studio's stark aesthetic and avoid any distractions from the central setup. The filming process revolves around a strict one-take , where invited artists arrive at the studio and perform a chosen song in a single, uninterrupted shot lasting typically 4 to 6 minutes, matching the standard duration of tracks. No on-camera rehearsals are conducted; instead, artists prepare off-screen, and any director cues from the production team, including Director of Photography Kazuki Nagayama, are given discreetly to maintain the illusion of unmediated spontaneity. This approach underscores the series' core rule of "one take only, one life only," capturing genuine moments without the safety net of multiple attempts. Post-production adheres to rigorous constraints to preserve the integrity of the live performance, with no edits, cuts, visual effects, or audio enhancements applied beyond essential color grading for consistent tonal balance across episodes. Offline editing is handled by staff such as Momomi Oishi, while color correction is performed by specialists like Kenji Sakaide, ensuring the footage remains true to the original capture. The finalized videos are uploaded directly to the official YouTube channel, often including timestamped lyric overlays to aid viewer engagement without altering the core content. Artist selection prioritizes a mix of established and emerging talents, primarily from the music scene, with invitations extended to those whose songs lend themselves well to the one-take format—favoring tracks that emphasize vocal prowess and emotional depth over complex production elements. Occasional international guests, such as , are featured to broaden appeal, selected based on their ability to deliver compelling, unadorned performances that align with the series' minimalist ethos. This curatorial process, overseen by collaborators like Keisuke Shimizu, ensures diversity while maintaining focus on artists capable of thriving under the format's high-stakes constraints.

History

Launch and Early Development

The First Take was officially launched on November 15, 2019, by Sony Music Entertainment Japan as a YouTube channel dedicated to capturing artists' performances in a single, unedited take. The inaugural episode featured singer adieu performing "Narratage," a track originally from RADWIMPS, setting the tone for the series' emphasis on raw, authentic musical expression. This core one-take philosophy guided the early creative decisions, with performances filmed in a minimalist white studio in using just a and often a for accompaniment. The first several episodes, including subsequent appearances by artists like Rude-α and , were produced in-person, solidifying the standard format prior to the global disruptions in early 2020. A pivotal early breakthrough occurred on December 6, 2019, when delivered a stripped-down version of "Gurenge," the opening theme for the Demon Slayer: Kimetsu no Yaiba. The video rapidly went viral, accumulating over 100 million views and dramatically increasing the channel's subscriber base and overall visibility within months of launch. The series originated from a collaborative effort involving the creative team behind THE FIRST TAKE Project, with planning and direction led by Keisuke Shimizu, at TBWA\Hakuhodo, who envisioned a platform to showcase unfiltered artist interpretations of their songs. Early production involved a small core team handling direction, , and art direction to maintain the intimate, high-fidelity aesthetic despite the nascent stage of the project.

Growth and Milestones

Following its early success driven by viral performances, The First Take saw rapid expansion in audience reach and content production. The channel reached 10 million subscribers on August 18, 2024, marking it as the first Japanese music-focused YouTube channel to hit this milestone. By November 2025, subscriber counts had climbed to over 11.5 million, reflecting sustained popularity among global viewers. Over 1,500 videos had been released by November 2025, including more than 660 main episodes, contributing to cumulative views surpassing 6 billion across the platform. The series broadened its international appeal by featuring non-Japanese artists, starting with group as the first such performers in spring 2020, which introduced the channel to new audiences beyond . This was followed by a cappella group in January 2021, collaborating with Japanese act on "Dear My Friend," a performance that garnered over 6 million views. In January 2023, virtual YouTuber became the first to appear, performing "Stellar Stellar" and expanding the format's scope to digital entertainers. These inclusions helped diversify the lineup and boosted cross-cultural engagement. Platform expansions further solidified its ecosystem, including collaborations with for promotional coverage and integration with , its parent company, to feature affiliated artists. In 2023, the channel launched official merchandise lines, such as apparel and accessories tied to popular episodes. These initiatives enhanced fan interaction and monetization beyond YouTube views. In November 2025, the channel celebrated its 6th anniversary with special events, highlighting ongoing growth and international collaborations.

Special Events and Variations

The First Take Fes

The First Take Fes represents a live extension of the program's signature one-take performance style, transforming the minimalist studio format into multi-artist festival events held in live houses. Launched on , 2020, with Volume 1, these events emphasize raw, unadorned musical delivery on a simple white stage, devoid of elaborate production, lighting effects, or to heighten the and of each performance. Streamed exclusively on , the Fes maintains the core philosophy of capturing artists' unfiltered energy in a single continuous shot, fostering an intimate viewer experience akin to witnessing a pivotal moment in music history. Volume 1 featured a lineup of three acts—, okazakitaiiku, and —each delivering one to two songs in sequence without breaks, resulting in a compact of approximately one hour. opened with their fusion of and , followed by okazakitaiiku's eclectic solo set, and closed by performances, all executed under no-audience conditions to mirror the high-stakes isolation of the original series. Volume 2, held on November 13, 2020, and supported by BRAVIA, expanded the roster to include Takeuchi Anna, , Ryokuoushoku Shakai, and YUI, again with 1-2 songs per artist over about 90 minutes, preserving the no-spectator rule while introducing diverse genres from to alternative. These early volumes prioritized sequential, uninterrupted broadcasts to build narrative flow among performers. Volume 3, occurring on August 13, 2021, and sponsored by and 1000X Series, marked a subtle shift toward broader appeal with artists such as , , UMEDA CYPHER, and , maintaining the 1-2 song format and roughly two-hour duration but incorporating streaming elements for wider accessibility. Subsequent iterations from 2021 onward have adhered to annual scheduling, gradually scaling production while upholding the no-elaborate-staging ethos, though later events introduced limited in-person or audience options to enhance communal without compromising the one-take integrity. For example, in 2024, an online Fes was held over four days from November 16–17 and 23–24. By November 2025, the Fes has continued to draw large viewership through evolving multi-act showcases.

The Home Take

The Home Take was launched in May 2020 as a temporary adaptation of The First Take series in response to the , enabling artists to continue delivering one-take performances while adhering to stay-at-home guidelines and measures in . This variant shifted the production from the signature white studio to artists' homes or private studios, emphasizing simplicity and safety to sustain the channel's momentum during lockdowns. Key features of The Home Take included self-filmed recordings captured in a single take, with artists handling their own setup using basic equipment to replicate the raw, unedited essence of the original format. Performances maintained high audio fidelity through careful preparation, often featuring acoustic arrangements that highlighted vocal and instrumental intimacy in domestic settings. For instance, the debut episode on May 1, 2020, showcased singer-songwriter miwa performing her 2009 debut single "don't cry anymore" acoustically from her home, underscoring the series' theme of music originating "from HOME" amid challenging times. Similarly, milet's rendition of "us" on May 8, 2020, and YOASOBI's ikura delivering a rearranged version of "Yoru ni Kakeru" on May 15, 2020, exemplified how the format adapted to remote conditions while preserving emotional authenticity. The series comprised around 20 episodes released through mid-2020, exclusively featuring artists to streamline logistics and minimize health risks during the height of the . These installments focused on established and emerging talents, providing a platform for reflective, stripped-down interpretations that resonated with audiences seeking connection during isolation. The Home Take concluded in late 2020 as restrictions eased and studio productions resumed, but its success highlighted the format's flexibility and inspired subsequent hybrid approaches in music content creation.

Inside the First Take

The "Inside the First Take" series offers viewers a glimpse into the behind-the-scenes operations of the production through short documentary-style videos and reports published on the official website and YouTube channel. These materials focus on artist preparations, such as song selection and rehearsal processes, as well as technical setups like audio engineering and studio configurations to ensure seamless one-take recordings. A key component is the "Official Live Report" series, which began in 2020 and provides detailed accounts of event logistics, particularly for special gatherings like The First Take Fes. For instance, the vol.2 report covers the planning and execution of the November 2020 Fes event, including audience management and coordination for over 700,000 viewers. Interviews with members in related features discuss shot selection strategies, emphasizing minimal intervention to capture natural performances without disrupting the artist's flow. The crew operates as a compact team of approximately 5 to 10 members, led by Keisuke Shimizu, who oversees the artistic vision and ensures high-fidelity recordings with premium audio capture. Roles include and music production specialists for artist coordination, alongside technical experts in virtual studio and streaming for innovative setups, such as systems integrated unobtrusively to maintain performance authenticity. This lean structure prioritizes efficiency and immersion, allowing the focus to remain on the musicians' raw delivery. The series features bonus content highlighting additional artist perspectives, such as post-performance insights in projects like "HIGHLIGHT" (launched in 2022), which spotlights elements not shown in primary videos to deepen audience connection with performers. These updates tie into broader event coverage, including Fes logistics, while preserving the core emphasis on operational transparency.

Flash the First Take

Flash the First Take is a short-form video series launched by The First Take in August 2024, featuring rapid-response, one-take performances limited to 60 seconds each, designed for quick production and surprise releases announced via official channels. Episodes are typically under three minutes in total length, including brief intros, and emphasize intense, unedited musical expressions captured in the program's signature all-white studio. Building on the core one-take ethos of the main series, it adapts the format for brevity to suit fast-paced digital consumption. The series maintains the standard studio setup but prioritizes accelerated turnaround times, often filming and editing within hours to align with trending topics or artist availability. Performances showcase a mix of established acts and emerging local talent covering popular or newly released songs, such as w.o.d.'s rendition of "Anata no Inu ni Naru" in 2025. Notable examples include collaborations like MAISONdes featuringゆーり and はしメロ on "Aiuon," released on January 11, 2025, as part of early-year episodes from January 10 to 18 that highlighted fresh vocal dynamics. These segments encourage viral dissemination through the dedicated #FLASHTHEFIRSTTAKE, facilitating shares on platforms like and . Introduced to capture fleeting artistic moments and appeal to younger demographics accustomed to short-form content, the series tests emerging talent by compressing full emotional delivery into one minute, fostering innovation in performance style. By November 2025, over 50 episodes had been released in the year alone, contributing significantly to mid-year viewership spikes on The First Take's YouTube channel through accessible, shareable clips that garnered tens of thousands of views per release.

Performances

Annual Breakdown

The First Take launched on November 15, 2019, with its inaugural episode featuring adieu performing "Narratage," marking the beginning of the core studio series focused on one-take performances in a minimalist white studio setting. A second episode followed on November 23, 2019, with Rude-α delivering "," establishing the format's emphasis on raw vocal and instrumental execution without edits or retakes. These two episodes in 2019 served as a proof-of-concept, introducing the channel's high-fidelity production and artist-centric approach to music presentation, which quickly garnered attention for its intimacy and authenticity. In 2020, the series expanded to over 50 episodes, transitioning from bi-weekly releases to a more consistent schedule amid the global ; this period included the shift to "The Home Take" for remote performances, but the core studio episodes emphasized resilience and adaptation while maintaining the one-take ethos. Aggregate viewership averaged around 5 million per episode that year, reflecting growing domestic interest in unfiltered musical expressions across and indie genres. The year saw 80 s in the standard studio format, coinciding with the channel's debut by featuring non-ese artists and collaborations, broadening its appeal beyond ; the 100th on March 12 highlighted this milestone with HY's rendition of "366 Days," underscoring themes of emotional depth and anniversary reflection. Views per climbed to an average of 10 million, driven by hits that showcased diverse vocal styles and genre fusions. By 2022, production ramped up to more than 100 episodes, with the 200th installment on March 16 featuring Sangatsu No Phantasia's "Hanabie Ressha," emphasizing the series' maturation into a platform for both established acts and emerging talents in rock and alternative scenes. The focus shifted toward thematic consistency, such as seasonal or narrative-driven selections, contributing to sustained growth in subscriber engagement. In 2023, the core series reached 120 episodes, incorporating virtual production elements like enhanced lighting and minimal digital overlays to enrich the studio experience without compromising the one-take principle; the 300th episode on March 15 celebrated this with ano's "Fuhen," highlighting innovation in visual storytelling. Peaking viewership trends showed diverse genres, including and , averaging 15 million views per episode and solidifying the format's role in genre experimentation. The 2024 output hit 140 episodes, with the 400th on January 26 featuring Gao's "Ending," which explored street music influences and TikTok-originated artists, reflecting the series' adaptation to social media-driven discovery; the 500th episode on December 13 featured CUTIE STREET's "," exemplifying the ongoing evolution toward youthful, high-energy pop presentations. This year marked a high point in production volume, with themes centering on global crossovers and live-like immediacy. As of November 16, 2025, the standard studio series has released approximately 160 episodes in 2025 alone (reaching episode 661), influenced by "Flash the First Take" integrations that introduce brief visual effects for dynamic emphasis. Key milestones include the 600th episode on October 15 featuring ILLIT's "Almond Chocolate" and the 661st anniversary episode on November 14 with BABYMONSTER's "SHEESH," which garnered 1.2 million views within days. Average views have stabilized at 20 million per episode, underscoring the enduring impact of diverse genre peaks from 2023 onward.

Notable Artists and Songs

One of the channel's earliest breakout moments came with LiSA's performance of "" in December 2019, a piano-driven rendition of the opening theme for the anime Demon Slayer: Kimetsu no Yaiba, which amassed over 145 million views and surpassed the original music video in popularity, propelling the song's global virality and LiSA's international recognition. This performance exemplified how The First Take's format amplified anime-adjacent music, contributing to "" topping charts like Japan's and earning a spot at NHK's . YOASOBI's appearances further solidified the channel's role in launching sensations, starting with their May 2020 The Home Take rendition of "" (Racing into the Night), which garnered 153 million views and marked the duo's explosive debut by adapting a into a chart-topping track that dominated and Viral charts. The performance's intimate, home-recorded style during the early period resonated widely, inspiring subsequent studio takes like "Gunjō" in 2021, which also exceeded 120 million views and highlighted YOASOBI's narrative-driven sound. International artists brought global diversity to the series, as seen in Harry Styles' June 2022 one-take of "Boyfriends" from his album Harry's House, accumulating nearly 9 million views and marking one of the channel's first major Western crossovers, praised for its stripped-back vulnerability that echoed the track's themes of relational imbalance. Similarly, Stray Kids' 2020 debut with "God's Menu" introduced K-pop's high-energy style, while their later 2023 Japanese version of "CASE 143" reached 20 million views, showcasing the group's dynamic vocals and choreography in a format that emphasized raw execution and broadened The First Take's appeal to non-Japanese acts. Japanese talents like demonstrated the channel's support for multifaceted creators through his production on the 2021 collaboration "" featuring milet, , and , which hit 72 million views and explored themes of fleeting love with layered harmonies, earning acclaim for blending indie sensibilities with orchestral depth. Virtual idols expanded the platform's boundaries, notably Hololive's in her January 2023 acoustic take on "Stellar Stellar," over 50 million views as of November 2025 as the first appearance and bridging culture with mainstream music through its ethereal, comet-inspired lyrics. In 2025, emerging groups like signaled genre expansion into idol pop with their November performance of "You can live on your own. Is this a compliment or what?", reaching over 760,000 views as of November 2025 and highlighting the act's witty, empowering lyrics amid their 12th anniversary celebrations at . Other impactful selections, such as Dish//'s "" (peaking at No. 11 on with over 230 million views as of November 2025) and Ado's absence underscoring selective artist choices, illustrate how these performances—often exceeding 100 million views for top entries—fostered cultural moments by prioritizing emotional authenticity over production polish.

Reception and Impact

Cultural Influence

The First Take has significantly revived interest in live authenticity within the music industry, emphasizing unedited, one-take performances that contrast with the prevalence of digital editing and post-production in contemporary pop music. By stripping away elaborate sets and multiple retakes, the series highlights raw vocal and instrumental delivery, fostering a cultural appreciation for genuine artistry amid Japan's post-2020 shift toward digital streaming platforms. This approach has resonated globally, positioning the channel as a benchmark for unpolished musical expression and influencing perceptions of performance integrity in an era dominated by polished visuals. The series has inspired similar one-take formats worldwide that adapt its minimalist style. Fan engagement has flourished through the channel's YouTube ecosystem, building a global community where viewers interact via comments, share recreations of performances, and form dedicated online spaces celebrating J-pop's emotional depth. This interactivity has been particularly vital post-2020, as the series' accessible format—featuring intimate home-based episodes during the pandemic—has drawn international audiences, turning passive viewers into active participants in cultural exchange. In promoting internationally, The First Take has played a pivotal role since 2020, amassing billions of views and bridging cultural gaps by showcasing artists like , whose one-take rendition of "" exceeded the original music video's views, elevating music's on global streaming services. This has contributed to a resurgence in J-pop's global influence, described by some as " 2.0," fostering cross-cultural appreciation for J-pop's narrative-driven style. On the industry front, the series has boosted artist careers through high-visibility exposures, as seen with YOASOBI's pandemic-era Home Take performance of "," which propelled their international breakthrough. Collaborations with labels like Music Japan—its parent company—have enabled cross-promotions, such as integrations with and , where over half of featured acts maintain Sony affiliations, streamlining global distribution and media tie-ins. As of 2025, the channel has over 11.5 million subscribers and more than 6 billion views, underscoring its ongoing in digital consumption.

Awards and Recognition

The First Take has garnered significant industry recognition for its one-take performance format, which has elevated its status as a premier platform. In 2020, the channel achieved the Gold Creator Award upon reaching 1 million subscribers, followed by the Creator Award for surpassing 10 million subscribers in subsequent years. These milestones underscore the rapid growth and global appeal of the series, with the channel now exceeding 11.5 million subscribers as of 2025. The series also received accolades at the Clio Music Awards 2020/2021, winning two Silver awards and one Bronze for excellence in digital/mobile music and other categories, highlighting its innovative and collaborations. In 2022, acknowledged The First Take as the top Japanese music by subscriber count and a driving force in boosting digital music sales, crediting its role in breaking artists and amassing billions of views across episodes. Internationally, the channel has been featured in prominent publications; for instance, covered ' acoustic rendition of "Boyfriends" in June 2022 and Avril Lavigne's performance of "Complicated" in September 2022, praising the raw intimacy of the format. Performances on the channel have directly contributed to artists' successes, such as LiSA's 2019 rendition of "," which amassed over 145 million views and propelled the song to win the JASRAC Gold Award in 2020 and 2021 for highest royalties in its category, tying into the track's role as the opening theme for the anime .

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