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.
glider 14th-Sep-2013 09:40 pm (UTC)
They've done a good job reinventing the image of the group ever since the members from the Platinum era (wow, I can't believe I'm talking about the Momusu I knew in the past tense now) all graduated, but there's such a huge flaw inherent in this type of a revolving door pop group. If it goes on too long it just becomes such a huge mess of a discography and can really divide the fans, and there becomes a need to "surpass" the peak era or change the image drastically to maintain public interest.

Just idk, I think Momusu probably should've ended when their time was up nine years ago. Another thing they really should do is bring in different musicians to provide their music -- a revolving door producer to go with a group whose lineup changes almost yearly. Tsunku had some really good songs and brought in genuinely great people to arrange their music but it's become so stale now, even with them hopping on the brostep/EDM bandwagon.
xcandy_sweetx 15th-Sep-2013 07:40 am (UTC)
I don't see what's wrong with the frequent member changes. You say it's a flaw, but AKB48 practices the same method and they're super successful.

The desire to surpass the last era isn't a weakness. Instead, it's a strength because it pushes the group to improve themselves. They know that talented members came before them. They want to be just as good as they were. Obviously, 9 years ago wasn't their time to end yet.

But I completely agree with you in that they need to seriously bring in some more song writers, besides tsunku, to create more diverse music.

Edited at 2013-09-15 07:48 am (UTC)
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