At this year’s SXSW, one of the joys of wandering from showcase to showcase was stumbling upon a performance that felt like a discovery—even when the artist has already built a remarkable career. Of course, I already knew about FINLANDS, led by vocalist and guitarist Fuyuko Shiori, but that’s the sense I felt listening to her live, with the audience gathering and falling in love with her music.

FINLANDS was one of six acts playing the TOKYO CALLING × INSPIRED BY TOKYO showcase, part of SXSW’s ongoing effort to introduce international artists to American audiences. For many in the room, it was likely their first time hearing Fuyuko Shiori. If so, they received one awesome introduction.

A Band That Became One Woman’s Vision

FINLANDS formed in 2012, and Shiori quickly established herself as one of the most distinctive voices in Japan’s indie rock scene—sharp, expressive, and emotionally direct. She was most inspired by J-Rock band Spitz (she told me without Spitz, there is no FINLANDS), and while the band’s early music also carried the DNA of the melodic, guitar-driven J-rock that defined the 2000s—her music will instantly transport you to that time—there is a restless energy to it that feels uniquely her own.

But the group’s trajectory changed when Shiori’s bandmate departed. Rather than closing the book on the project, she made a difficult decision: She would continue.

For years now, FINLANDS has essentially been a solo-led project, with Shiori carrying the creative and emotional weight of the band while performing with supporting musicians. That choice—equal parts conviction and love for the music—has become a defining part of FINLANDS’ story.

One of the songs born from that crossroads is “Ultra,” which Shiori told me remains deeply meaningful to her. It was written during the moment when she had to decide whether FINLANDS would continue or end.

She chose continuation.

“If I kept it,” she said, “FINLANDS would never die.”

That determination is something you can feel in the music.

An Explosive SXSW Set

The showcase performance made that clear immediately.

Shiori commands the stage with a kinetic intensity that pulls you forward. Her vocals cut through the guitars with equal parts grit and melody, and the band behind her pushed the songs with urgency and power. It was the kind of set where the energy keeps rising—song after song—until the crowd is fully locked in.

And Shiori is cooler than cool. She is the epitome of a rock star— completely comfortable in her skin and with the looks of a model. Her voice and her songs are fantastic; even if you’d never heard FINLANDS before, you could sense that these songs came from somewhere real. They weren’t just being performed; they were being poured out.

That approach isn’t accidental. When I asked what makes a live performance memorable—not just good, but something people carry with them afterward—Shiori’s answer was disarmingly simple:

“Whatever I can offer that day, I will empty myself of it, giving my 100%.”

It’s a philosophy that explains a lot about the show we had just witnessed.

A Decade Into the Journey

Shiori has now been active in music for more than a decade, and I was curious what she might say to the version of herself who debuted in 2013.

Her answer was thoughtful, and maybe a little surprising.

In some ways, she said, her approach hasn’t changed at all. The drive and instinct that pushed her into music in the first place are still there.

What has changed is her ability to express what she wants.

“I’m now better able to express in my music what I want to express,” she said. “I also have more options now.”

That growth is clear across FINLANDS’ discography. When researching (and discovering the group myself), I found songs to have grown more compelling over time. I admit, I don’t understand the lyrics, but they feel both focused and expansive—like someone who has figured out how to channel instinct into craft.

That lends itself to her writing as well. Shiori described two very different ways she writes music.

One is pure emotion.

After a great live show, she explained, she often comes home filled with inspiration and writes immediately—capturing the feeling before it fades. Maybe the Austin performance will lead to a new work!

The other approach is more structured. Sometimes she begins with lyrics and carefully builds a song around them, shaping the music to fit the words.

Between those two methods—instinct and craft—FINLANDS finds its balance.

A Rough Start in Austin—And a Warm Welcome

Our conversation happened after the showcase, when the adrenaline of the performance had begun to settle.

Despite the excitement of playing SXSW, Shiori’s Austin trip had started with a bit of chaos. When she arrived, she discovered that the hotel she was supposed to stay in had been overbooked, leaving the start of her visit unexpectedly stressful.

But once that hurdle passed, she seemed genuinely delighted to be in Austin. She spoke warmly about the city and the experience of performing here, clearly energized by the crowd and the festival atmosphere.

She liked the food, too.

But I think that’s just her. For someone so creative, energetic, and chic, she’s also incredibly generous. When we first met, she recognized me as someone who offered her consolation online for the double-booking. And during our interview before her show, she gave thoughtful and generous answers.

But again, I have to say—Shiori was also just incredibly cool. The kind of cool that isn’t manufactured. It’s quiet confidence, mixed with sincerity and a deep love for what you do.

That combination—humility, intensity, and authenticity—mirrors her music.

FINLANDS may have started as a band. Today, it’s something closer to a personal artistic mission. Through lineup changes, difficult decisions, and more than a decade in the industry, Shiori has kept the project alive by sheer belief in the songs.

And after seeing that SXSW set, it’s easy to understand why.

Because when Fuyuko Shiori steps onstage, she really does what she promised.

She empties everything she has into the music.

And the audience walks away carrying a little of it with them.

You can listen to FINLANDS on YouTube, Apple Music, and Spotify, and follow them on TikTok, X, and Instagram.