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I'd go back to basics. I'd try to make a "package" of her next record, not dissimilar to the vogue/Far away/SEASONS trilogy, the "Voyage" releases, or the September 27 2000 releases (CT2000 on home video, Duty, and SURREAL).
We'd need:
1. A preview digital song promoting the next single. A full song, no 2-minute clips - probably the next single's remix or b-side.
2. A single with a full digital iTunes & chaku-uta release, plus the physical release. This would come in TWO versions and TWO versions only: CD-Only and CD+DVD. That's it. Keep it simple.
3. A really and truly epic PV. Give people a reason to buy the video on iTunes & buy the CD+DVD version. Something with a point, a story that comes to a conclusion. The video should, art-direction-wise, resemble the single cover art in some fashion. It should also fit the lyrics. And most importantly, the idea should be conceived & fleshed out by Ayu herself with the help of filmmakers & storytellers who are really good at the craft.
4. The single tracklist should include really, really, really good remixes. Harmonically interesting, solidly produced, high-quality remixes by real professionals who aren't trying to cash in on Ayu's name but who really love her work.
5. The cover art, again, should make reference to the PV to keep the package cohesive. All text should be readable, typography should be functional as well as beautiful. The photo should NOT be overly photoshopped - Ayu is naturally very beautiful. However it and the PV should be high concept, and have a story or message ("Endless sorrow" has so far done this the best of all her PV/single combinations).
6. Release a concert DVD at the same time, preferably a tour rather than a CDL. The cover art should be a photo, not a collage of concert stills.
7. If an album is released at the same time, it should be one that was... not rushed, but one that was "natural," like the session for "Tell All" seems to have been. Ayu does NOT do well when songs are forced out - she rehashes concepts and they end up watered down. The album (and this single) should be songs that Ayu wrote as the muse or "God" moved her to, not songs she was pressed to finish before a deadline.
Pitfalls to avoid:
-Too many versions of one single. Confusing, and makes people cry out "WTF I'M BROKE NOW" (even though it's their fault they're spending money they can't afford to spend, but whatever)
-Forced songs!!!! The BIGGEST pitfall for Ayu over the last few years are the songs where she's clearly feeling very little when she sings them. When she writes & sings honestly, it makes a huuuuggge difference.
-Simple cover art. Fashion Photo plus Text equals NO. Have a plan, then execute it.
-Cheap PVs with no story. Luckily this is only an occasional thing for Ayu. But it does happen.
-Fear of going "dark." Ayu's most amazing work has been her darker work. Sad, angry, apprehensive, and thoughtful songs & PVs are all not only fine, but Ayu's best material. Her only good happy material has been stuff she wrote when she was honestly and truly optimistic, not when she fakes it.
-Dishonesty. No masks, Ayu. Be truthful about your feelings and the audience will come, just as they always did before you started worrying about what they thought.
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