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Take for example american artists. Who do you think is THE number one artist here? Britney Spears? Christina Aguilera? Outkast? Enya? Good Charlotte? AFI?
In cases like this, it all depends on the opinion of who you ask and what they're rating by. Album sales? Ayu probably beats most but then again, how many actual albums and singles has she released, how many remix albums? Compared to Hikki? And the fact that Hikki is the only person who rivals Ayu's record sales at AVEX? Also if you check charts, Hikki's often rated higher than Ayu, 'cept Hikki hasn't released anything for quite some time (since her marriage?) since she wants step back and try to break through in America. Ayu of course will be higher on the charts because she has newer material out and doesn't have Hikki to contend with currently.
Voice-wise, again, depends on who you ask. I far prefer Hikki's to Ayu's, but that's my preference. But also in my opinion, Ayu makes the catchier songs and more interesting performances.
Always depends on who you ask and on what particular quality you're rating by.
Being popular (well known) in general I'd say it's Ayu just because she has the useful tool of blanket marketing and also does tons of commercials, TV appearances, concerts, advertisements, and magazine appearances. Hikaru doesn't do a great deal of that obviously as such people can usually name one commercial Ayu has appeared in, but Hikki? I can't think of any.
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