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.
helsic 12th-Jan-2014 07:37 am (UTC)
I have been in this fandom since 2002... yep I'm 28 years old now and still listening to them. I recently download a concert and I enjoyed it the way I used to enjoy concerts before. Of course I can't remember the names of the girls anymore xD but still I keep an eye in the new releases as well. I'm not sure if the dubstep style is appropriate for them, I still feel like something is missing :/
but I understand they have to change with the world of idol music, specially because they're an idol group not a rock band that can defies the mainstream with original music. I have seen changes in my favorite idol groups and I'm getting over it because I understand this is an industry they need to sell copies or their cds and concerts tickets in order to remain in the business.

Edited at 2014-01-12 07:42 am (UTC)
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