In 2005, Dave Segal followed Seattle dance band U.S.E. to Japan, to experience what it’s like to be an admired local band in one country, and a musical phenomenon in another.
April 8, Osaka
First stop on the pre-gig promo push is the HMV record store. A huge, brightly lit U.S.E sign bearing the Japanese-only Party People EP artwork occupies a central area of the shop. The turnout is sparse, but those who are there noticeably perk up when U.S.E enter the store. The disc promptly starts playing over the PA as the group signs autographs for HMV’s staff. An adorable couple buys Party People and gets it inked.
We move on to Syft Records, where U.S.E sign an autograph for a dude looking to be near 40. The same guy follows U.S.E to Tower (the band later learn that he’s an obsessive autograph hound who sells his signed wares for healthy profits), where more signatures are dispensed. The band glance at glitzy Japanese rock magazines with U.S.E features, none of which they can read. Publicist Hide has been diligently working for U.S.E and it pays off: On Monday, the members will do eight interviews for print, radio, and television, and two photo shoots.
Following the record-store roulette, U.S.E sightsee in Amerika-Mura, an Osaka ‘hood abounding with funky boutiques playing hiphop, and get hit up for more sigs. The band members are uniformly gracious, trying out their rudimentary Japanese phrases and bowing respectfully to their admirers. It’s not quite Beatlemania, but U.S.E have the gratifying experience of having people thousands of miles away from Seattle showering them with devotion.
Read the whole story here.
