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Arashi, AKB48, Miwa, Kyary Pamyu Pamyu, Sekai no Owari, perfume and so on...
The market is more diverse now and people can pick easily what they want to heard ! Why the young people would like to listen to a girl enough aged to be their mother lol ?
Isn't in the west it was the same with Madonna in the 90's ? she was trashy and for the younger generation she was already from the past with the rise of mariah carrey & Celine Dion (to name the most popular)...it's only after Ray of light that the new generation began to pay attention at her etc... and obviously it's the same thing for Namie when she had her second peak !
Tbh it was more easier for Namie because she was still young around 2007/2008 but Ayumi is nearer from 40 years old than anything and in the Japanese industry the number of female singers with this kind of image who have managed to be successful again at almost 40 years is really but really limited !
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