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^Lady Gaga's sales fell because she overdid it. She wouldn't be at such a low place only 6 years into her career if she didn't force competition against other popstars and if her public persona had at least some consistency.
Ayu is around for 16 years and she did great for 10 of those 16, even now she is doing better than a lot of people that actually came after her. She is at the place someone with her career span gets once the generation shifts. One generation always negates what the past generation treasured (what pretty much explain why being an authoral pop singer in Japan right now isn't a good thing).
Namie didn't managed to "remain popular and sell very well", the public lost interest on her during most of the 00's. She wasn't selling great and that's when she shifted her tours from arenas to halls, even if nowadays she does that by preference. Regaining your popularity is very different from ramaining popular all long the way. But Namie pretty much also suffered from a shock of generations when she got down.
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