First Love is Never Returned Kicks Off 2026 with “WHAT'S UP?” and First-Ever Two-Man Tour

The five-piece band FIRST LOVE is Never Returned has officially released “WHAT'S UP?” alongside its music video, while also announcing guest artists for their first-ever two-man tour.

Based in Hokkaido, First Love is Never Returned is led by vocalist Kazuki Ishida, who studied vocals in New York. Known for his clear yet emotionally expressive voice, the band blends R&B-influenced grooves with pop and indie elements to create a genre-crossing sound.

Last year, the group gained attention after launching a new label partnership, appearing at major festivals including SWEET LOVE SHOWER, and selling out one-man shows across Tokyo, Osaka, and Sapporo.

Their first single of 2026, “WHAT'S UP?”, marks the first time guitarist/chorus member Arata Yamamoto has written and composed a title track. Built around his love of loop-based music, the song explores the repeating rhythms of everyday life within a mixture of alternative and pop influences.

The accompanying music video visually reflects this concept. Produced by fellow Hokkaido native Yosuke Yamaguchi (Koe Inc.) and directed by rising filmmaker Kengo Hanada, the MV captures daily life and emotional cycles through a fresh, cinematic style.

The five-piece band FIRST LOVE is Never Returned has officially released “WHAT'S UP?” alongside its music video, while also announcing guest artists for their first-ever two-man tour.

Based in Hokkaido, First Love is Never Returned is led by vocalist Kazuki Ishida, who studied vocals in New York. Known for his clear yet emotionally expressive voice, the band blends R&B-influenced grooves with pop and indie elements to create a genre-crossing sound.
Last year, the group gained attention after launching a new label partnership, appearing at major festivals including SWEET LOVE SHOWER, and selling out one-man shows across Tokyo, Osaka, and Sapporo.

Their first single of 2026, “WHAT'S UP?”, marks the first time guitarist/chorus member Arata Yamamoto has written and composed a title track. Built around his love of loop-based music, the song explores the repeating rhythms of everyday life within a mixture of alternative and pop influences.

The accompanying music video visually reflects this concept. Produced by fellow Hokkaido native Yosuke Yamaguchi (Koe Inc.) and directed by rising filmmaker Kengo Hanada, the MV captures daily life and emotional cycles through a fresh, cinematic style.