Audition Rejections Spark an Uprising Among the Losers

The debut song “Kawaii Dake ja Dame Desu ka?” by the female idol group CUTIE STREET, which went viral mainly on TikTok, has been nominated for the 2025 Trend Predictions for Generation Z, as Chosen by High School Girls.

“CUTIE STREET” is a new group from the KAWAII LAB. idol project, which also produced FRUITS ZIPPER, the winner of the Best New Artist Award at the 2023 Japan Record Awards. The project has many people who faced setbacks, including those who were eliminated in famous auditions and former local idols.

The center position of CUTIE STREET is held by Haruka Sakuraba (18), who is a former trainee from the audition that produced ME:I—”PRODUCE 101 JAPAN THE GIRLS.”

“The groups IS:SUE, MADEIN, and RIRYDAY, which were formed by former trainees of the same audition, have debuted one after the other. Among them, IS:SUE has been appearing more on terrestrial TV programs and is growing into a popular and powerful group, rivaling ME:I,” said a music writer.

The public auditions offer a significant advantage in that even those who were eliminated still have a chance.

The reason why eliminated contestants break through

“The only reason they didn’t make it to the final round of auditions was that their image didn’t align with what the audience was looking for, but those who made it that far have no issues with their looks or singing ability. They already have a fan base, which is an advantage. With the changing times, talent transfers and interdependencies have become inevitable. So, instead of scouting and nurturing talent from scratch, it’s more efficient for entertainment agencies to target audition graduates who are motivated and already possess skill” (Record company insider).

Minami Hamabe (24) also missed the Grand Prix in the “Toho Cinderella” contest but later grew into a nationally recognized actor.

“The Grand Prix tends to go to those with high immediate usability and a polished skill set at the time. However, there are often cases where people who haven’t fully developed their abilities are given big opportunities, hit a wall, and lose their confidence. On the other hand, winners of the ‘Special Award,’ chosen for their potential or unique talent, benefit from the advantage of being nurtured over time.

In long-established auditions, there’s a tendency for company executives with decision-making authority to become trapped in past successful experiences and fail to recognize the talent needed in the modern era. In contrast, ‘Special Award’ winners are often chosen with strong backing from staff members who are working on the ground. This is why many later become stars” (Entertainment executive).

The hunger and drive of eliminated contestants also contribute to their later success.

“They value their fans and treat every job seriously, so they don’t miss opportunities. Since they aren’t given time by the staff, they research how to go viral and how to get media exposure. That’s why they’re skilled at using social media. ‘OWV,’ a male group formed from the eliminated contestants of ‘PRODUCE 101 JAPAN,’ has seen results in marathon events on TBS’s ‘All-Star Thanksgiving,’ with its visibility now rivaling that of ‘JO1,’ the winners” (Production company director).

In 2025, we may witness a turnaround by these eliminated contestants.

From “FRIDAY” January 24-31, 2025 combined issue.