Notes from the Idol PV Couch– Week 17 2017 (0430-0506)


Over at New School Kaidan, I write a few words about some of the recently released promotional videos. At times, this is a bit of a grueling task, and all of my thoughts can get a little scattered when multiple PVs are released on the same day. But, I always try to present the promotional videos in the best light possible, and I try to remember that each of these pieces of entertainment for your a me is actually the manifestation of a dream for some young girl or girls out there in Japan. Here then is a collection of those write-ups, with a few words sometimes added after a week+ of viewing.

This week we have Promotional videos from:

Zenbu Kimi no Sei da – Wagamama Shinsei Hominina

Zenbu Kimi no Sei da’s fourth single bursts to life with the colored pages of manga. Perhaps a bit less aggressive that some of the group’s past offerings, “Wagamama Shinsei Hominina” finds the group living in the illustrations like this were a 1980s one-hit wonder video. The guitars take a step backwards to give way to the synth melodies that add color to the auditory mix. But, the striking feature for this offering is the bursts of primary colors. When the lights go off, even the dark is pierced with blue lights. “Wagamama Shinsei Hominina” finds its way to stores on April 26, 2017.

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Be Kind, (Promotional Video) Rewind – 20161225 to 20161231 (Part 1)


Over at New School Kaidan, I write a few words about some of the recently released promotional videos. This is a collection of those write-ups, with a few words sometimes added after a week+ of viewing.

A huge push of promotional videos were released on this week, so this week’s Rewind is broken up into two installments. In this first installment we have Promotional videos from: GEM, EbiNegi, You’ll Melt More, Rev.from DVL, BRATS, Kamiyado, and Senanan.

As I struggle to get caught up, unfortunately I won’t be writing any Rewind+ this week. Sorry if you were looking forward to my forgetful look backwards.

GEM – Sugar Baby

GEM start their 2017 with some solid pop music and a keyboard sounds that would make The Cars feel proud. “Sugar Baby” is a schoolyard high school gym fantasy with the girls doing their best both in the class and out at the big dance. Where their previous single “Spotlight” was electric bulbs and mirrored introspection, “Sugar Baby” gets the party started with balloon arches and pom poms. And, while the song doesn’t offer much more than a single riff, that riff is played to perfection and will be with you for days and days. Fun and energetic, “Sugar Baby” begs repeat listens.

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Be Kind, (Promotional Video) Rewind – 20161204 to 20161210


Over at New School Kaidan, I write a few words about some of the recently released promotional videos. This is a collection of those write-ups, with a few words sometimes added after a week+ of viewing.

This week we have Promotional videos from Negicco, Especia, Yukeushirezu Tsurezure, Yanakiku, Afilia Saga, Fudanjuku, miyu, dela, and Kamiyado!

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Negicco – Ai, Kamashitai no


It always seems to happen: I have my rankings set for the year and then Negicco blows it up with a great release right at the end. This year Negicco release “Ai, Kamashitai no”, which sees the girls treading on glorious analog instrumentation. As you might expect, the song is a piece of pop candy that sounds part Motown and part Zombies put through a Shibuya-by-way-of-Niigata filter, if that makes sense. The promotional video puts Kaede, Nao☆, and Megu in dual parts as movie theater snack shack ladies and kung fu action movie stars. When the penlights and the frilly dresses come out, you’ll know we’ve landed back in idol-town, JP (or, wherever you are). “Ai, Kamashitai no” is a lot of fun which you can buy into on December 12, 2016.

Rewind +

Really, why does Negicco seem to wait until December to release a gem like this? Knowing my penchant for throwback Japan sounds, you should probably figure that this will make my list of favorites of 2016. I don’t necessarily think a product this infused with Showa feels will have broad appeal, and this goes a bit against the whole concept of idols. Then again, that conception of idols is probably a bit old-fashioned, too.


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