It doesn’t take a grand feat of hindsight to see where it all went wrong for TOKYO GIRLS’ STYLE, especially now that Avex is backtracking as fast as possible. When the members of the group grew up, their record label looked to be maturing them into more sophisticated “artists,” rather than idols with a big marketing ploy that involved declaring they would no longer be performing certain songs (“Onnaji Kimochi” and “Ganbatte Itsudatte Shinjiteru”), a transition out of their signature New Jack Swing sound into more electronic territory, and, eventually, the lose of a member. Avex was banking on the idea that after giving the market what it wanted (idols, more idols, just idols, all the time), it could take a loyal audience with them into territory where they were more comfortable, and leave the idol experimentation to sub-labels like iDOL Street. Unfortunately, this turned out to be a bit of a miscalculation.
This failure could be for any number of reasons, not least which is that the new material just didn’t live up to the old. While not horrible, it was jarringly different: musically speaking, TGS’s first four albums are near perfect at marrying peppy messages of positivity with idol what-have-yous to a classic 90’s TK, J-pop sound — it’s not an easy trick to pull off. But it seems that the team behind the group took it for granted, erroneously believing that, like many idol groups before them, the members themselves had established enough of a connection with fans that they would be followed anywhere they went, even into adulthood. But it seems that while fans primarily of idols and idol groups want to watch their biases grow, they don’t want them growing too much. Turns out there’s a line in the sand, when the unwritten contract between idols and their fans cease to exist regarding any number of expectations from behavior to lyrical content, that can cause a gradual erosion of loyalty. And when fans began to slowly abandon TGS after the abrupt set of changes, Avex didn’t necessarily try harder at marketing to a different audience — they just pushed forward and hoped for the best as the four women left in the group were forced to start from scratch. Yet now it seems an opportunity has presented itself.
First, two idol groups affiliated with Avex disbanded last year (GEM and X21). Second, none of Avex’s recently debuted non-idol groups (FAKY and Def Will) seem to have taken off. Though the group announced as early as 2017 that, just kidding, they’d like to be both “idols and artists”, it’s with the release of their new single, “Hikaru yo,” that it seems Avex is truly rethinking their strategy and steering TGS back into the services of full-on idol worship. The song and PV have no distinguishing features of which to name; instead, it is generic J-pop at its lowest common denominator, a song that could be sung by virtually any group, with a visual that includes an attempt to turn the clock back with a magical-girl transformation sequence that sees the members go metaphorically from very contempo-SPEED back to dolls. With neither the chunky beats present on their first four albums, nor the dance-heavy groove of their “post-idol/artist” era, the song is a blank canvas on which audiences can begin drawing, or re-drawing, their expectations (in case it isn’t clear enough, the B-side for this single is titled “Reborn”). Only a follow-up single just as formulaic and bereft of personality can confirm suspicions of the label’s intentions, but the prognosis doesn’t seem promising.
With so many of their all-girl idol groups folding and their dance groups not taking off, it looks like Avex still hasn’t quite figured out how to tackle the market in a musical environment where, despite predictions and best intentions, idols, rather than artists, still dominate. I am curious to see if TOKYO GIRLS’ STYLE will survive a second re-branding, but skeptical, and overall disappointed at what their failure at moving forward as artists and young women says about the current state of J-pop.
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