predia’s “Kindan no MASQUERADE”

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It’s hard to compete with E-girls, who are one of the best J-pop groups we have right now (that the biggest influence on E.G. CRAZY/”E.G. COOL” is 1990’s Janet Jackson, makes it all the better), but I’m slowly warming to predia. They’re striving to have the same kind of edge without the benefit of distinctive and well-known individuals in their group — and the word individual is important here; we can instantly pick out faces and personalities like Ami, Reina Washio, and YURINO (or at least, personalities as they’ve been sold to us), but does a casual fan know any of the members of predia? The latter functions more like a collective unit than E-girls does, and its telling that an inability to connect with the group on any level other than superficial is mostly because none of the members stands out as more talented, or particularly interesting, than any other. I’m sure more enthusiastic fans beg to differ. Furthermore, because predia doesn’t have the advantage of sub units, like E-girls’s conjoining of dream, Happiness, Flower, etc., there’s less chance to see different sides of any of the members in other iterations.

Still, predia functions along much of the same ideology: a tougher, more-than–just-idols group (Avex would call them a “dance group,” I guess) that is built to increasingly appeal to female fans rather than male ones. It’s part of what I like about them so much. The other part is their music, which in a bid to compete against a group like E-girls, increases the chances that they’ll come out with something I like. Their new single “Kindan no MASQUERADE” is a great example of the type of aggressive pop that has become their hallmark. It’s nowhere in the realm of the funky-dance and cool that a group like E-girls now pulls off backwards and in heels, but there’s a studied skill and sharp attention to detail in the choreography, and the absence of a make-believe coyness, the sugar-coma levels of cute of a group and song like, say, Country Girls’ new “Peanut Butter Jelly Love.” They’re essentially incomparable, is what I’m saying, an instant plus.

I doubt that any one member of predia will eventually make inroads like former label-mates PASSPO☆ did, but it’s an appreciated alternative, and if their producers can break through the business-as-usual pop songs to release something that transcends their niche among the more mature sounds of groups like Da-iCE (say, a “Pink Champagne” or “E.G. Anthem“), they might prove some staying power beyond what anyone could easily estimate as their shelf-life. And hey, E-girls aren’t perfect either: they could take some tips on ways to fit all the girls on a jacket sleeve without resorting to terrible Photoshop templates.