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EFFECTIVE 12:01 PM began sharing acoustic cover videos on YouTube and across various social media platforms in 2022. The project quickly gained global attention, earning praise from both domestic and international audiences.
Performances range from simple, one-take sessions featuring just vocals and acoustic guitar to more intricate, multi-layered arrangements-each part (vocals, guitar, and cajón) performed and recorded by Kotaro.
The YouTube channel highlights covers of Western and indie artists, with a diverse selection that includes Bruno Mars, The Velvet Underground, and Taylor Swift. As of March 2025, three short-form cover videos-each featuring a different artist's song-have surpassed 100,000 views, generating significant buzz online.

In 2025, EFFECTIVE 12:01 PM released its highly anticipated first original work, the digital debut single "Lack Of You." Blending stillness and movement, introspective yet lyrical vocals, and a fusion of modern electronic and acoustic elements, the track showcases the project's expansive and deeply expressive musicality. It offers a refined pop sound that transcends genres and resonates with a wide audience.

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Lack Of You

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Artist Profile

  • EFFECTIVE 12:01 PM

    Based in Tokyo, EFFECTIVE 12:01 PM is a band project centered around Kotaro. While embracing a pop sensibility, the project draws from a wide range of musical influences-including electronic, acoustic, ambient, chill, classical, contemporary, and jazz-to create a unique and richly layered soundscape. Kotaro's vocals are pure, emotionally expressive, and vividly bring each composition to life with subtlety and precision. As a multi-talented artist, Kotaro handles songwriting, composition, arrangement, performance, and mixing, as well as the visual aspects of the project such as video production and artwork design. Blending the essence of Western music from various eras with indie aesthetics, the project offers a fresh and forward-thinking musical experience that reflects the artistic spirit of a new generation.

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Earthlings Label