Zoom Lens (record label)

In 2009, Zoom Lens was founded[1] by Gary Y., who was at the time "fascinated with Japanese harsh noise and film"[2] and sought out to release music due to the influence of the Orange County experimental music scene.[2]

The first Zoom Lens release, a Yuko Imada album entitled "Ome,"[3] which came packaged as a CD-R contained in a DVD case soaked in the artist's own blood.[2]

In January 2015, Zoom Lens had its first video broadcast on national television through Adult Swim with Meishi Smile and their video "AJS."[4]

On March 15, 2016, Zoom Lens had its first official SXSW showcase.[5]

The Fader has noted Zoom Lens as "one of the most aesthetically compelling labels in existence.".[6]

Many of Zoom Lens' images have revolved around the concept of burnt photography. This practice was first put to use for an EP by Party Girl released in 2011.[9] The imagery has said to be providing feelings about the disconnection towards memories, a commentary on "silver age"[10] Japanese idol music (or Kayōkyoku) and the over-saturation of the digital music market.[11] This theme has also been explored in Zoom Lens merchandise.

In 2014, a shirt based on a manipulated image of Yukiko Okada was released on Zoom Lens' official site, with a banner reading "burn a face of forgotten idols to obfuscate the memories of the truth you lost."[12] In a Red Bull Music Academy interview, Gary noted that they had felt a sadness in Okada's music and story, and "wanted to show people that Okada was a real person with real feelings, and that we all have such humanity."[2]

Music critic Adam Harper has noted some of the imagery as "a conscious attempt at confronting and defamiliarising the visual objectification of women (and its consequences)."[7]

The label has been referenced as one of "the best places for Japanese-inspired indie pop in the online underground,"[13] and has hosted a variety of online shows with Japanese venue 2.5D.[14]

Red Bull Music Academy has also noted Zoom Lens' international roster, which "encompasses artists from Japan, the Philippines, Singapore and the US."[2] and "[spans] cultural and continental canyons through our digital world."

While Gary has identified Zoom Lens as something far more encompassing beyond their own personal views[6] they have noted much of the label was established due to the influence of being a fourth generation Japanese (or Yonsei (Japanese diaspora)) and Chinese American, expressing that their identity felt rather unusual, lonely and that Japanese culture in America is still seen as taboo.[15]

The label has ultimately sought out for the artists to "represent themselves for who they are, not just for the assumptions people make about their country."[6] Despite heavy East Asian influence, Gary has said that the label is also about being unashamed of who you are and sharing the weight of existence.[2]