HEiLO RECORDS debuts with ‘POP OUT! III’ by ‘First Love Is Never Returned’
First Love Is Never Returned (FLiNR) is rewriting the rulebook for J-pop, and their latest move proves it. With the release of their third mini album POP OUT! III, the Sapporo-based band also launched their own label HEiLO RECORDS in partnership with avex.
Led by vocalist and multi-instrumentalist Kazuki Ishida, FLiNR has built an emotionally rich, DIY-powered career far from Tokyo’s spotlight. Their latest effort continues that ethos, delivering a deeply personal body of work shaped by real-life struggles, self-belief, and collective artistry.
Charting a Bold and Honest Evolution
POP OUT! III marks a shift in FLiNR’s creative process, with bandmates Keita Kotakemori and Arata Yamamoto stepping up as songwriters for the first time. This seven-track release features a more dynamic, genre-blending sound that showcases each member’s unique voice and growth.
The album’s lead single “Our March 僕らの行進曲” captures the frustration and quiet rebellion of being overlooked. With sweeping string arrangements by BIGMAMA’s Mao Higashide and visuals directed by fellow Hokkaido native Shinya Sato, the song becomes an anthem of persistence wrapped in lush, jazz-tinged pop textures.
A New Chapter With Familiar Values
With the formation of HEiLO RECORDS, FLiNR enters the next phase of their journey without abandoning their roots. Despite long resisting major labels, the band says their trust in a few sincere avex representatives made the collaboration feel right. The label’s name, derived from Japanese words for “scarlet” and “scarlet pimpernel,” symbolizes love, pain, and emotional intensity—a perfect mirror for the band’s ethos.
FLiNR’s story is one of resilience and faith in community. From sold-out tours and festival slots to their carefully cultivated home base in Sapporo, they’ve shown what’s possible when art leads the way. POP OUT! III isn’t just a record—it’s a declaration that even outside the capital, even with day jobs and doubts, a band can still move hearts.
