
If this is AKB48′s world and we’re just living in it, Momoiro Clover Z has an even greater task on their hands: tweaking the standard just enough to keep it different, without ever abandoning true blue idol pop. I should confess that AKB48 is my least favorite thing to happen to Japanese pop music in the past decade. This includes, by the way, teen boy bands, Funky Monkey Babys, and Ayumi Hamasaki’s last single. Because we have yet to crown a new diva, one who hasn’t been born before 1990, the Oricon charts and pop culture conversation revolves around girl groups and subgroups. Unfortunately, AKB48′s success may have unleashed an ever larger number of idiosyncratic idol groups, but it’s become difficult to mess with the formula in any substantial way. Take Perfume, an idol group by any definition, who have never truly fit the mold: their best feature — music that doesn’t succumb to traditional idol pop — has also been their commercial downfall. It’s easy to think of Perfume as wildly successful because of their vociferous niche community, but their last number one single was 2009′s “ONE ROOM DISCO.” And more than chart status, looking at a group’s ripple effect is a better indicator of the kind of popularity we’re dealing with. When Perfume hit it big, a spat of similar artists mopping the classic Yasutaka Nakata electro-pop sound debuted, hoping to get their foot in the door it took Perfume almost six years to pry open. In recent years, these groups and solo artists are almost all but forgotten.
In their place are groups like PASSPO☆, whose shtick is travel in general and flight attendants in particular. In addition to the costumes and lyrical content, the group has also invented a dubious vocabulary to make them stand out from groups with other, less classy angles. From their generasia profile: “Their live events are called “flights” while those who are attendance [sic] are usually called “the passengers” who can earn points, called “frequent flier miles.” [...] The group releases three versions of their singles, each name [sic] Business Class, First Class, and Economy Class, with different material inserted in each version.” Lest thou be fooled by the group’s aggressive marketing tactic, rest assured that this is your garden variety idol group, bubbly rock-pop and requisite graduations (may I suggest “that great gig in the sky”?) included.
Of course, groups rocking a large number of members is nothing new. AKB48 had a predecessor in similar idol groups like Onyanko Club and Bishoujo Club 31. Momoiro Clover Z owe a debt to a rarer kind of ancestor like SAINT FOUR. That short-lived idol group churned out spunky synth-rock numbers in colored costumes while performing acrobatic dance routines to rival professional gymnasts. Unlike other groups that emphasized a coy vulnerability, they met the stage head on, bouncing around like loose springs in spandex costumes that evoked superheroes, or Super Sentai knock-offs. These girls didn’t whimper, they roared.
Momoiro Clover Z might be known for trolling the same geek circuit, but they also challenge the AKB legacy and its current spokeswoman Minegishi Minami. Both groups pander to an audience: in Z’s world, it’s what Patrick Macias explains are “bonkura.” To distinguish it from your run of the mill otaku, he says, “Bonkura guys are not anti-social. They will seek out and immediately bond with others who share the same wild enthusiasm for junk culture as they do. [..] All they want out of life is raw stimulation and to satisfy the unsophisticated desires of their eternal teenage boy within.” We’ll get back to that last thought in a second, but to sum up: Junk culture. Raw stimulation.
One of Momoiro Clover Z’s best known singles has the girls carousing around like drunk salarymen for “Rodou Sanka,” singing about the everyman giving it his best at work. Others have them traveling through outer space on bikes dressed as space pirates as a barrage of color hits the screen. When they’re not dressed up in color-coordinated boxing costumes, they’re endorsing anime like the newest reincarnation of Sailor Moon. Wacky and weird videos aside, before you start thinking they’re pushing the envelope with Edo period mythology, here’s another sample lyric: “Looky looky here, I want you to look here / When you look at me my heart pounds and I’m happy.” There’s that (teenage) male gaze again. These are idols, after all.
The newest videos to promote the album 5th DIMENSION are a little different. At some point, in a crescendo mix of orchestra and dubstep, the members’ faces are covered completely by masks. In fact, the only way you could tell them apart (if you didn’t already know each girl by her distinctive height or movements) is by the signature color on their clothes. It’s hard to decide if this is a commentary on the bland, easily replaceable idol industry, or if the girls are just being eccentric again. Yet this isn’t the ridiculous fun of “Push” or “D’no Junjou“; they’re just wearing sparkly costumes with the equivalent of paper bags on their heads.
The real disappointment is the album itself. After the amazing teaser PV of “Neo STARGATE,” it’s too easy to fall into the trap of thinking there’s genuine novelty about to happen in an idol group. 5th DIMENSION seemed like it would at least continue the trend of the group’s quirks, even if those quirks are just deliberately standing out from their peers. But the album is a collection of a lot of the same idol treacle with a few catchier stand-outs. It’s especially disappointing if you’re unable to reconcile the idea that Japanese idols created by a male-dominated industry for male-dominated audiences can’t be idols and also women and also positive role models in image and creativity.
One thing they do differently from other idols is put on children-only and women-only lives, perhaps to let minority fan communities get in on the fun without having to constantly rub shoulders with some of the seedier male fans, otaku and bonkura included. Don’t worry, guys get their own lives too, which is to say, Momoiro Clover Z wants you to have a good, safe time in a comfortable environment. But in essence, this also opens up the dreaded conversation about the extreme, less savory fans of idol groups, the ones that crop up the most in the media and make you just a little ashamed because you bought AKB48′s latest single for the song, not the election ballot.
I’ve spoken about the difference between Japanese and Korean idols before, but in an interview with Robert Michael Poole, the CEO of Something Drastic International Music Promotion, he finds it worth noting that “the majority of the audiences [for K-pop shows] are young girls, not boys. [ ...] The Japanese pop market has typically been all about cuteness, presenting boys with the ideal submissive girl to treat like a doll rather than lust over.” And later: “The J-pop industry couldn’t create a K-pop style group, because Japanese girls being that edgy would be seen as wholly un-Japanese. [... ] It seems girl groups in Japan have actually become increasingly cuter, younger and presented as servants (maids being the ultimate example), with the likes of AKB48 and their many copycats.” While the general tone of the interview highlights J-pop’s innovative inertia, keeping a pop sound that wouldn’t be out of place two decades ago, the two short years since the interview has seen what is perhaps the Hallyu wave’s last crash. Worth noting is the difference in marketing tactic K-pop groups have taken, attempting to deliberately cater their image to reach that coveted male Japanese fan and his spending money at the expense of strong, independent, and mature role models girls might want to see (note T-Ara’s original video for “Bo Peep Bo Peep” compared to the Japanese version).
This is not to argue how much more noble the K-pop industry is — for one thing, the process of training idols has fallen under extreme scrutiny — but rather to examine the function of idols, the freedom of expression and options girls are encouraged to pursue, and what it says about a particular culture’s notions of what boys and young men should come to expect from the girls and women they are presented with, from entertainment, to the boring, mundane interactions of real life.
Are Momoiro Clover Z the same as their idol peers, or are they actually forcing us to question the predominant image of female idols? Are they presenting different choices for talented girls, or delivering the same message through a different medium? When Tomohisa Yamashita goes solo from NEWS and takes risks working with producers like Yasutaka Nakata to make atypical music, or we see the girls of Fairies performing in outfits rather than costumes encouraging listeners to “Flow like a hero” instead of waiting for one, are we seeing a future of optical and musical variety, or will it simply satisfy a tiny niche so the industry can stay busy catering to the male psyches that offer an unyielding mix of loyalty and money?
For now, it seems all idol groups and solo artists with their eyes on the charts can do is avoid releasing singles and albums the same week the AKBs do. Maybe Momoiro Clover Z, with their aggressive sound and daft intersection of idol and junk culture, will continue to provide alternatives to what has become a fetid industry. Idols as they are now want to relieve us of the burden of examination, from the responsibility of honoring the opposite sex with dignity, from looking at the presentation of young women, and men, in the media and what they say about our own attitudes and responses to the easy glamour of pop culture, and from the courage it takes to confront what doesn’t feel quite right.


Kyary Pamyu Pamyu also happened this year, 
Yet I love how exuberant and free of burden all of the songs seem to be: they are unfettered by turmoil or angst or the general day to day shitstorm of life. In some ways, this creates quintessential pop narratives, even when it’s bizarre and sometimes tasteless. It’s the type of sound that practically begs you to feel guilty, and if I believed in guilty pleasures, I might feel somewhat paranoid about my enthusiasm for stuff that still kind of makes me cringe sometimes.

It’s the opposite from my other favorite concert released in 2011, Tomohisa Yamasahita’s “Asia Tour 2011 SUPER GOOD, SUPER BAD.” Where Hamasaki brings herself and the crowd to tears, choking up lyrics like they’re repressed memories, I’m fairly certain there is not a single song Yamashita actually sings live. It’s two hours of really incredible Japanese pop music, bereft of audience banter and any kind of actual emotion. I don’t know why this concert happens to work, but Yamashita is actually a fairly superb performer. No, not exactly the type of guy who will happily run through all the concert gimmicks while refusing a paycheck for the encore, but certainly a professional entertainer. The outfits are a bit Justin Timberlake circa N’Sync, yet I am still all about feeling this man in his jewelry or whatever the hell that line in 

05. MEG’S BEAUTIFUL
04. alan’s my life
03. Perfume’s TRIANGLE
02. AFI’s Crash Love
01. Koyote’s Jumpin’
There are two EXILE albums in the top three, neither of which I’ve listened to. At this point, it’s worth mentioning that I haven’t listened to every album or single on the lists; I suspect simple uninterest that names like NEWS and V6 evoke are the reasons behind this ignorance. Also: BoA’s THE FACE only made it to 31, 5
But most importantly, nary a Western record is to be seen amongst the top 25 of either chart (if my shoddy katakana skills are correct, the first is Madonna’s Hard Candy at 32). My interpretation is that a) the Japanese are extremely loyal to the home teams, and b) the Japanese music culture is continually expanding, growing, and developing, and like an American who tunes into the radio expecting to hear Leona Lewis, there is simply more interest generated within the market due to the ease and convenience of access. While American music is still omnipresent (and probably just as easy to catch as the new Namie Amuro single – number 8, for those keeping score), the same argument can be made of Japanese music to Americans (re: Internet, although I suspect this will, in turn, incite arguments of language barriers [everyone in Japan is exposed to English in some form on a daily basis and are used to the sounds and texture of the language, whereas Americans are still unaccustomed to foreign languages outside of Western Europe]; also, sheer laziness). But in terms of Japan, cultural loyalty is earning my respect rather than resentment; years ago, the top selling figures were more likely Western, today the Japanese are proving they can hold their own and in some cases, even transcend that of their Western peers. Now if only their appearance on Billboard was just as quotidian.
I realized I haven’t nearly 
BoA / KEY OF HEART / August 08, 2006
Ai Otsuka / Yumekui / August 02, 2006

Dir en grey / Ryoujoku no Ame / July 26, 2006
Perfume / Perfume ~Complete Best~ / August 02, 2006