What is the cure?

[Andrenekoi]

Originally Posted by tokyoxjapanxfan

She needs to pull a Ray of Light.

Come back down to earth, Ayu.

Release thought provoking magic again. With good acting. :-[

Well... ROL was released on a moment Madonna was going to stop caring about being on the center of pop music and conform herserlf to be a old act with a somewhat underground following... To a point she used a unknown producer to release a album that went on the opposite direction of mainstream music trends and didn't even toured that album.

Considering what Ayu is doing for the last few years, I would say she is doing the same thing since Rock'n'Roll Circus, as even if she is touring, she is going against the trends...

[ayu_ready?]

Originally Posted by Andrenekoi

Well... ROL was released on a moment Madonna was going to stop caring about being on the center of pop music and conform herserlf to be a old act with a somewhat underground following... To a point she used a unknown producer to release a album that went on the opposite direction of mainstream music trends and didn't even toured that album.

Considering what Ayu is doing for the last few years, I would say she is doing the same thing since Rock'n'Roll Circus, as even if she is touring, she is going against the trends...

I don't think she's doing the same thing and she and M are in a bit of different situation considering these releases

also, to me, ROL is the best M album ever ever

fire the heck out of Max Masato Matsuura. now. he's like the old & lazy boss *****

[jewelbox]

She should get new staff around her

[primavera♥]

Can someone explain something to me? I've been thinking about this and realize I don't quite understand, especially for Ayu.

What exactly does she do? Like what jobs does she have as an artist right now? She writes lyrics, I know, but how does the whole creative process work with the composers and arrangers and choosing the compositions and arrangements and such. I could ask something similar for her covers and music videos but I'm honestly more concerned with music.

[Andrenekoi]

Originally Posted by ayu_ready?

I don't think she's doing the same thing and she and M are in a bit of different situation considering these releases

also, to me, ROL is the best M album ever ever

fire the heck out of Max Masato Matsuura. now. he's like the old & lazy boss *****

Madonna was at her rock bottom when she released ROL, it wasn't like the world was eating her releases and her albums were selling loads... Actually, her sales at that time were considered a failure and she was seemed as a has-been on the music industry. She had a couple of hits (Take a Bow, Secret) and released a thematic compilation (Something to Remember), but not even those were enough to push her sales. Between Vogue (that was her last huge song) and Frozen (that was the song who brough her people back), it took her 7 years, a hit movie (Evita), 2 failed albums (Erotica and Bedtime Story), one compilation and one Soundtrack.

Remembering that both Something to Remember and Bedtime Story were attempts to bring her back to the top, both following the trends of the 90s music big names like Celine, Whitney and Mariah (adult contemporary, soft rock ballads, r&b ballads), and both failed. On Ray of Light she was pretty much doing what she felt like doing, and it was probably her most risky album since Erotica, as there was no way to forsee how people would react to it.

On the same way, Ayu is at her rock bottom, she is not following the trends other than FIVE (no electropop, no hip-hip + eletronic music, no r&b ballads... what is what Namie and Kana Nishino are doing mostly) and she is trying new things to her discography... Will people like it? The main problem of trying different stuff is not knowing if it will work until it does.

Also, good for you that you find ROL to be her best album... A lot of people do (I myself prefer Erotica, but ROL still is a top3), but it's not the fact that you like it that makes it a good album... On the same way you hate it, a lot of people loves Ayu's recent discography... She released 3 full albums that are either on the very top or on the very bottom of the people favorites, what means that even if this is not directally reflecting on sales, she is experiementing enough to polarize people, what doesn't come with a certain amount of creativity (and I'm even including RnRC on this, one of her albums I dislike the most).

Also, again, it's not like her releases are being ignored... Nor like she hit her bottom for a decade now, she is pretty new to it actually... So new, it's to recent for people to actually re-discover her, and every long-therm music act goes through this... People love you, people forget you, people re-discover you, people forget you again. IMO the best thing she can do is keep doing whatever she feels like and evolving her artistry, even if it means some miss-steps... In the end of the day, it's not like the major public will love anything she will do for some years...

[Andrenekoi]

Originally Posted by primavera♥

Can someone explain something to me? I've been thinking about this and realize I don't quite understand, especially for Ayu.

What exactly does she do? Like what jobs does she have as an artist right now? She writes lyrics, I know, but how does the whole creative process work with the composers and arrangers and choosing the compositions and arrangements and such. I could ask something similar for her covers and music videos but I'm honestly more concerned with music.

As far as we know, her work would be the one of a creative producer... She choses the direction, she aproves everything and she makes sure her idea comes out the way she wants. What means she asks for this or that kind of sound, this or that arrangment, etc. She doesn't do all the stuff herself... but no popstar of her size does as it requires more knowlegment and ability than a single person can have^^

[primavera♥]

Originally Posted by Andrenekoi

As far as we know, her work would be the one of a creative producer... She choses the direction, she aproves everything and she makes sure her idea comes out the way she wants. What means she asks for this or that kind of sound, this or that arrangment, etc. She doesn't do all the stuff herself... but no popstar of her size does as it requires more knowlegment and ability than a single person can have^^

Thank you lol and it would require a lot of knowledge...

I just wanted to know because sometimes people talk about how she needs to put more effort in or something like that. But I'm never exactly sure what they mean or where the effort is going. I mean, I think ayu is fine, idk how hard she works but I wouldn't say her music and career is lacking her personal effort. And I don't think whatever effort improvement that is wanted would make anyone like her music anymore. Idk. It's hard to make sense of my thoughts about her career.


But, Andrenekoi, I agree with your earlier post about the time frame and people and etc.

[emi♡]

Originally Posted by Andrenekoi

As far as we know, her work would be the one of a creative producer... She choses the direction, she aproves everything and she makes sure her idea comes out the way she wants. What means she asks for this or that kind of sound, this or that arrangment, etc. She doesn't do all the stuff herself... but no popstar of her size does as it requires more knowlegment and ability than a single person can have^^

[ll moments ll]

hmm, i think she's just does things in her comfort zone nowadays. i feel like she doesn't need to prove herself anymore & does things her way. i mean, i would love for her to do something "fresh" and modern, but i've accepted the fact that she probably isn't going to...she doesn't seem like the type of person to ditch her team and start new.

she still has a rather passionate fanbase, so i think she will cater to them, rather than grab new fans.

[jbrat2219]

I find it hard to believe that Ayu doesn't have access to resources to rejuvenate her sales if that was her priority. And I find it even harder to believe that Avex would just ignore her and not promote her well.

I think many of you are right. I think she's more interested in experimenting with different sounds and making music. She's doesn't have to prove herself anymore, she doesn't have to break any records, set any trends etc. She's done it all. And despite what fans think I do think she's inspired and focuses a lot on her music.

[Northerner]

Speaking completely from my own biases and interpretations, I can't help but feel like she's been really tired and bored for the past few years. She gives off the distinct impression that she would have liked to have retired after "Love songs" but keeps going because it's what Avex (and the fanbase) wants her to do.

I base this on a few (unsupportable) claims:

- She spoke of "L," her 50th single and last before the "Love songs" album release, as being her "final fortress" or something to that effect. Looking at it thematically and in light of that comment, it seems like it was meant as a conclusion of sorts.

- She looked and sounded completely bored during "FIVE." I've honestly never seen her less engaged. I know some of that may have been caused by her unhappy life with Mannie, but the whole project seemed off. Also, "BRILLANTE" and its video have ominous connotations when interpreted in terms of her career. For one, she's shown being literally destroyed by the Crowd, suggesting that she may no longer feel in control of her own image.

- The whole "Party Queen" project seemed like a rebellion, from the garish covers to the Timmy invasion to the odd showtune experiments at the end. It also went out with nearly no promotion. I know it's probably unlikely, but I really wonder if she wanted it to flop in order to "get back" at Avex. (No offense to those who really like this album!)

With this in mind, the "cure" would be for Ayu to get back that spark she had before "Secret." I did see glimpses of it on "Love songs," which may have had a deliberately nostalgic feel because it was meant to be her last.

Also, the type of music she makes (rocky pop) seems to be out of vogue in Japan. Listeners there want R&B ballads and K-pop style electro, which explains why Namie has done so well reclaiming her dominance. Namie also seems really energized and interested in making her latest album a success. I have no doubt that Ayu could pull a Namie in the future if she really, really wanted it. This would take her coming back with some genuine surprises, though. I'd love to hear a hook-filled superhit a la 2NE1's "I Love You," personally!

[Zeke.]

I don't really think it's about the music style with Namie and all that. Japan still loves it some Japanese style music. Songs you wouldn't hear in most other places. It loves it's cutesy pop songs. I do too.

[CatGirl]

Originally Posted by Northerner

Speaking completely from my own biases and interpretations, I can't help but feel like she's been really tired and bored for the past few years. She gives off the distinct impression that she would have liked to have retired after "Love songs" but keeps going because it's what Avex (and the fanbase) wants her to do.

I base this on a few (unsupportable) claims:

- She spoke of "L," her 50th single and last before the "Love songs" album release, as being her "final fortress" or something to that effect. Looking at it thematically and in light of that comment, it seems like it was meant as a conclusion of sorts.

- She looked and sounded completely bored during "FIVE." I've honestly never seen her less engaged. I know some of that may have been caused by her unhappy life with Mannie, but the whole project seemed off. Also, "BRILLANTE" and its video have ominous connotations when interpreted in terms of her career. For one, she's shown being literally destroyed by the Crowd, suggesting that she may no longer feel in control of her own image.

- The whole "Party Queen" project seemed like a rebellion, from the garish covers to the Timmy invasion to the odd showtune experiments at the end. It also went out with nearly no promotion. I know it's probably unlikely, but I really wonder if she wanted it to flop in order to "get back" at Avex. (No offense to those who really like this album!)

With this in mind, the "cure" would be for Ayu to get back that spark she had before "Secret." I did see glimpses of it on "Love songs," which may have had a deliberately nostalgic feel because it was meant to be her last.

Also, the type of music she makes (rocky pop) seems to be out of vogue in Japan. Listeners there want R&B ballads and K-pop style electro, which explains why Namie has done so well reclaiming her dominance. Namie also seems really energized and interested in making her latest album a success. I have no doubt that Ayu could pull a Namie in the future if she really, really wanted it. This would take her coming back with some genuine surprises, though. I'd love to hear a hook-filled superhit a la 2NE1's "I Love You," personally!

I actually find these to be a really interesting interpretation of what's been going on in her career the past few years and I feel like a lot of it makes some kind of sense. When news of her divorce broke out, I immediately thought of BRILLANTE but upon watching the PV again, I felt that the song's lyrics were a lot darker and aimed towards the fans, or rather those that put her on a pedestal. It reminded me a lot of the struggles she had with her career when she released "Duty."

Only thing I don't remember is her comments about the release of "L" :c I'd be really interested if anybody has the original tweets or interviews where she referred to it as her "final fortress"

[channy]

People need to stop comparing Ayu's type of music to other rather successful albums from singers like Namie and Co.

Ayu has always had her very own mainstream-sound, like there is J-Pop and there is Ayu-pop, you know Two different things. Other artists can play the famous electro hype, but not Ayu. After all she's still producing high-end pop. Even after Party Queen.

Singers like Ami Suzuki that went uber electro in the past few years are covering all the need I personally have for electro tunes and even though I like especially Suzuki's electro works I felt so sorry for her when I saw her performing songs like "FREE FREE" at a-nation '07. Or the pathetic "live" performances from Perfume. Is that what some of us want Ayu to become? A playback star? An artificial Yasutaka product?

I reall wonder about that...

[Aisha_Angel]

I think I have a cure. It consists of multiple components, definitely---but I have been thinking about this for a while and I'm fairly certain that it could work.

Before I begin, let me first clarify that sales ARE IMPORTANT in the entertainment industry and in the business world in general. Consistent minimal sales will result in consistent net losses. It's just as simple as that. Expensive music videos ("Fairyland" and "JEWEL") will ceased to be produced for Ayu and the overall song quality will also go down because the money to fund bigger, more expensive productions simply won't be there. The (miss)understood project for example, was probably the MOST EXPENSIVE album Ayu has ever released simply because (1) the most expensive Japanese music video promoted the release, (2) the album is largely a cover album which required certain rights and royalties to be purchased beforehand, and (3) the promotion was essentially out of this world (especially with the music video recordings in New York ["Bold & Delicious" and "pride" music videos). The sales of this album, didn't make it to I am... status, but it did well for the time period it was released. The question is---did it (along with the (miss)understood tour) give Avex a financial boost, or result in a loss?

The answer, I think---is that it gave them most of what they put in. But after the release of that project, the sales began to decline and that kind of money just couldn't go into a project. Somewhere along the way, Ayumi lost her marketability and relevance in the J-pop industry. I'm not going to go into the specifics of why or how, but I will definitely say that there are two major decisions that, in my opinion, she/her team has made that contributed to it:

(1) The continuation to produce the same thing over and over again. From the way in which her album covers looks (face shot...face shot...face shot...) to the type of music featured on the albums (they're produced by the same composers and have similar sounds), the production of her albums and advanced singles are like having plain cheerios EVERYDAY for at least five years straight.

(2) Career isolation. The only people Ayu/her team works with are for the most part people within the team. And when she does step out of those bounds, the finished product is awful (again, in my opinion) because she chooses to work with people who are more friendly than they are talented (sorry, Timmy. I still love you though).

OKAY, that's enough of what's wrong...I almost added a third and fourth, but I really need to get to the point here. Here are my suggestions for a cure:

(1) TAKE A BREAK.
Ayu-chan, you're the Empress of J-Pop for a reason. You have gone beyond queen level status as far as the public is concerned. You're staying power has proven that much. Take some time off to not only re-cooperate, but to also rediscover yourself. Reflect upon your journey and where you would like to go next. {LOL at myself acting as if I'm actually talking to her...}

(2) FIRE the old, KEEP the excellent, and HIRE the greatest.
There are some people that are on Ayu's staff that are hanger-ons---they aren't contributing anything substantial, so they need to go and start working for someone else. There are some people that are on Ayu's staff that have done an excellent job thus far. Emphasis on "some." Lastly, when replacing the old and building the new team, don't settle for less---instead, HIRE THE BEST. Hire young people with a vision that are willing to not only work hard to bring the Ayumi Hamasaki brand back to the top, but have the talent and high quality of that said talent to do so. This includes stylists, composers, background dancers, choreographers (Jesus, please...get this woman some REAL choreographers), and the live band (I'm sorry guys, but it's time for some people to retire...and yeah, that's pretty much the ENTIRE band).

(3) RE-BRAND.
When Ayu first came out, she had endorsement deals that actually made logical sense. Nowadays it seems that she does commercial deals for ANY and EVERYTHING that's willing to take on the song. She and her team need to recognize that while she is older, she still has the potential to reach teens and young adults, but they must come up with an effective market strategy in order to do that. How can you attract their wallets? What will make them LISTEN to your music? What will draw them in? Ink a deal with the most popular cell phone company or something---get your music and your image stuck inside of their little heads, lol.

(4) NEW BRAND= NEW, GENUINE SOUND.
At the end of the day, the music is what is most important to EVERYONE (Ayu and the fans included). Even if you have to go back to the very beginning of your career to find something beautiful---search for it, own it, and create that beauty through song. That said beauty is really what makes Ayu distinct from ALL of the other J-pop singers that ever attempted to compete against her. They might have been better vocalists (Mika Nakashima and Hikaru Utada) or better dancers (Namie Amuro), but they didn't (especially in my opinion ;p) have the ability to be as sincere and earnest as Ayumi Hamasaki.

(5) EMBARK on an ASIAN TOUR.
I might not live in Asia, but I *KNOW* there are fans that are DYING to see Ayu live on that continent. Stop staying inside of your borders/comfort zone of get back out there. Those people love you and you really need to give them the same amount of love in return. You don't have to do it every year, but you should do it as often as you can.

(6) CHANGE the FORMULA of the LIVE EXPERIENCE.
Rename the tours to something more epic. You don't have to put "arena tour XXXX-XX" in every title. By renaming the tours and even calling them something entirely different from the promoting album---something relating to the theme of the show, you essentially create a new experience for the fans. Also, change the flow and look of the concerts. People were amazed when the MY STORY tour came out. The flow was perfect and the set designs as well as the costumes were AMAZING. That being said...that was 2005...it's 2012 now. Try to make something that will top the formula of that tour and tours past.

(7) GET RID OF THE BROWN/BLONDE HAIR.
When Ayu first started dying her hair, she looked different, but at this point---Everyone and their Asian grandmother has that hair color. She needs to go back to the dark hair to set herself apart---she could even add a few streaks of color into it for fun if she wants. But the light colored hair has to go. It just has to.

(8) BE MORE OPEN.
It's okay to be RAW these days. Have a reality show or documentary chronicling your transformation from the old Ayu to the new Ayu. Be honest and allow your fans to witness and experience this. It will also help reintroduce you to the public and to those who don't know much about you.

(9) WORLD TOUR.
Once the public realizes that the original queen is back in business, go ahead and kick off a world tour. If the likes of BIG BANG and 2NE1 can have "world tours," I know Ayu can. She's a better entertainer than they are combined. She just needs the support of her fans and record label to do it.

[love in music]

She just needs something catchy & hot and some good promotion and she's good to go imo. Lyrics don't matter, vocals & overall quality doesn't matter. It's just gotta be catchy and generic. Some sex appeal thrown in wouldn't hurt either, though I know ayu isn't so good at that sometimes.

Personally I don't care if she never has a hit again or sells 1,000 copies of an album, I just want new music from her.

[ccsharumun]

Let AHS be her management & creative team at Avex.

[Northerner]

Originally Posted by CatGirl

Only thing I don't remember is her comments about the release of "L" :c I'd be really interested if anybody has the original tweets or interviews where she referred to it as her "final fortress"

This came from her November 2010 interview with Sweet Magazine:

Once again, what does 50th single "L" mean for Hamasaki Ayumi?

A: Overall, it feels like my last fortress. If someone asked me to give the single a Japanese title, I'd call it "Saigo no Toride" ("The Last Fortress). Though it didn't happen in the end, that's how I made the single.

What a deep answer!

A: The fans seem to have lots of speculations about this single too, like "what does she mean?" (laughs)

And "why is she suddenly so gutsy?" I feel so too.

A: Well, that's because I have built my fortress.

Why did you build the fortress? What commands are you going to give? Or is that a secret?

A: For now, I can clearly see what I want to do. What comes next will come.

The original thread: http://www.ahsforum.com/forum/showthread.php?t=105884

[primavera♥]

Originally Posted by ccsharumun

Let AHS be her management & creative team at Avex.

Lol never. Sometimes I see the stuff AHS edits her photos into or other photos AHS likes over others and I realize I can probably never empathize and understand some people's taste. I'm good with seeing where ayu goes.

I feel like there is no real and absolute "cure"

[jewelbox]

Originally Posted by ccsharumun

Let AHS be her management & creative team at Avex.

Mission impossible