Arama They Didn't

3:27 am - 09/14/2013

Morning Musume Wants You To Forget The Past!

This is a CM that is currently promoting Morning Musume's new single as well as their current lineup. Also it is for MM's 16th anniversary, which I forgot to mention when submitting this post.

Translation for the yellow texts:
"Gone is the Morning Musume。 you once knew.
We’ll improve both ourselves and idol world.
It’s an evolution resulted from 16 years long process, not the change that happens abruptly.
10 girls who met by chance to become the 10 girls of destiny.
We won’t give up on becoming the cutest and the coolest.
We’ve become strong enough to carry everyone’s expectation.
The girls who admire that era, are now trying their best to surpass it.
We’ll always stand up no matter what, both in life and idol world.
To stay freshest.
To be the best.
To be the most beloved.
It’s still way too early to decide if we’re finally back to our finest time yet.
Shall we go, then?”

Sources: 1, 2

I think this whole CM is addressing some of the issues that has been going down in the fandom for awhile. For instance some older generation fans have a hard time adjusting to the change of the music direction as well as to the girls themselves. It's a pretty clever idea to acknowledge Morning Musume's past while talking about the present and thinking about the future.
hidders 14th-Sep-2013 01:36 pm (UTC)
Ever since the 9kis joined I've viewed Momusu as 3 different generations; golden, platinum, and future. And the future-gen have taken a big leap in the right direction since "Renai Hunter". They're making their own place in the idol world and it is exciting.
taylorniw 14th-Sep-2013 04:19 pm (UTC)
You consider Golden all the way up until Yossie's graduation? It's generally considered to have ended with 5th gen joining.
hidders 14th-Sep-2013 05:09 pm (UTC)
Not really. I think I'd draw the line at Aibon & Nono's graduation for myself. The rest is just a weird plateau before dropping down into the platinum era.

Maybe there's 4 gens... What would that 2nd gen be called?
love_etcetera 14th-Sep-2013 05:19 pm (UTC)
it used to be like you said back when I joined the fandom - I remember thinking that fans who used that term were so snobbish and condescending towards younger gens ;) but now from what i understand that term is more flexible and refers to MM's more successful days in general? and I just learned we have something called platinum era, lol who knew
hidders 14th-Sep-2013 10:23 pm (UTC)
Yup, golden = Momusu's best years. And platinum refers to the standstill years when there wasn't any auditions or graduations. But the terms are pretty flexible to each individual.
eureeka 14th-Sep-2013 06:13 pm (UTC)
I've always considered "golden" to be the Dance*Man era - Love Machine through Souda! We're Alive.
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