2010s–2020s: Origin of alternative idols and rising popularity

Japanese girl group Bis were the first major alternative idols to debut in Japan. Created by Pour Lui and managed by Junnosuke Watanabe under Tsubasa Records, Bis introduced an image much darker than that of the traditional J-pop idol, initially seen as controversial they soon became known as the pioneers of the alt-idol scene.^[1] Seiko Oomori, who debuted in 2012 and has a musical style influenced by idol culture and punk rock, is also considered a pioneer of the scene.^[2] Known for utilizing shock value early in her career and touching on hard-hitting subjects in her lyrics Oomori's music has an appeal different from the music of mainstream idols.^[3] This style of music led by the likes of Bis and Oomori gave way to the more popular genre of Kawaii metal and began a surge in popularity for the sub-culture of alternative idols.

In 2014, after the disbandment of the first generation of Bis and the formation of Pla2me, former Bis manager Watanabe established WACK, a music production company specialising in alternative idols. To date, they have debuted a second and third generation of Bis, re-debuted Pla2me as Gang Parade, which had previously split into Go to the Beds and Paradises, formed Bish who will disband at the end of 2023, Empire (now ExWhyZ), Mameshiba no Taigun, ASP, and the now disbanded Carry Loose.^[4] WACK's most successful group, Bish, the successor of the first generation of Bis, achieved two number one singles with "Paint It Black" and "Bye-Bye Show", and two number one studio albums with Letters and Going to Destruction.^[5]